News & Analysis

Starts At 60 announces strategic investment from Seven West Media

- February 18, 2016 3 MIN READ

Starts At 60, a digital media platform aimed at the baby boomer market, yesterday announced a strategic investment from Seven West Media. Seven has acquired a 33 percent stake in the business to help support further expansion in areas of content, technology, and operations for the Starts At 60 team.

The partnership formed between the two will help to reinforce Starts At 60 as the number one digital mature brand and the voice for the over 60s market, which has increasingly shifted to online. The price paid for the stake was not disclosed, however Seven West Media believe it’s the right time to build their company through strategic investments in new ventures.

“Starts at 60 underlines our commitment to build beyond those strengths and allow us to have one on one conversations with our audiences. Starts at 60 is building a true online community with powerful channels that connect with the audience in a way that has become rare in today’s media. Rebecca and the team really care about this generation, and that connection is special and we’re excited to invest in its growth,” said Clive Dickens, chief digital officer of Seven West Media.

Together both companies will be working on the digital and ad tech market, which is an emerging space that brings forth the opportunity to increase Starts At 60’s growth with the right application. The partnership will see the companies work together to roll out a series of new brands in the coming months that will serve mature readers and continue to build upon their engagement.

“Our media assets are increasingly forming an ecosystem where broadcast television and our publishing content are the cornerstones as we use to expand and commercialise new platforms,” explained Dickens.

Starts At 60 was founded by Rebecca Wilson for over sixties to blog, share posts and engage with others. Since 2013, the site has transformed into a major social media platform delivering more than 1.5 million unique browsers per month, hitting 5 million page views globally in January this year. It offers a range of diverse content of popular media brands in Australia to over 275,000 subscribers across Facebook and email.

The platform has more than 300 over 60s bloggers who contribute content that is supported by Dymocks, providing vouchers to reward each published blogger. Starts At 60s main sponsors also include Australian Super, Connect Hearing, and Hatchet.

“We are enormously passionate about serving baby boomers as the young, vibrant, energetic people they are with regular, inviting, respectful and engaging content. Our team is proud to be breaking the mould of sixty being old that is so well entrenched in the media industry,” said Wilson.

“Seven shares our values on this, which we are delighted about. Seven’s investment brings enormous synergies to support our growth in Australia, and the funding will be used to create the best media and service offerings we can for this generation that has embraced us online.”

There are numerous issues around the need to have good financial services and backing in the media market. In order to make sure Wilson’s avid readers know how to find and get information partnerships like with Seven West Media are crucial. The content creation company is one of few who have addressed the looming challenges for a generation that hasn’t had a media that’s served them.

“Really this generation has been invisible to the mainstream media. It’s heat breaking that this generation has been so poorly neglected by the media and by even commercial businesses,” said Wilson.

“There is a preconception that this generation is old, they’re so not old, they’re so hungry for content. They are massive consumers of media all hours of the day and night and we just want to make sure that they get the coolest and most entertaining media.”

Wilson and her team are enormously passionate about serving baby boomers as the young, vibrant and energetic people with regular, inviting and engaging content. Starts At 60 acknowledges that Seven West Media shares the same values and the funding will be used to create the best media and service offerings to embrace this online generation.

Wilson explained, “For us there’s a whole lot of synergies and there’s a whole lot of things we’ll be working together on. Part of the reason why Seven West Media were right for us is that they’re the largest player in the older demographic across mixed media channels.”

Time Worner, CEO and managing director of Seven West Media said that the company is delighted to partner with and support the growth of Starts At 60.

“It is a great business in a growing, influential and affluent market and expands our connection with our audiences and delivers those audiences to our advertising partners. Starts at 60’s young, energetic style, and invigorating outlook for the emerging Baby Boomer generation is something we also embrace across our television and magazine brands.”

Image: Rebecca Wilson. Source: Supplied