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Starts at 60 for Seven

Seven invests in baby boomer website.

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It’s often been noted Seven’s audience skews older, a demographic the network is proud to embrace if today’s investment in the website Starts at 60 is any indication.

The baby boomer site founded by Rebecca Wilson claims 1.5 million unique browsers and 5 million pageviews per month.

Tim Worner, CEO and Managing Director of Seven West Media, said: “We are 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.

Clive Dickens, Seven West Media’s Chief Digital Officer, said: “We are pursuing opportunities to build our company through key strategic investments in new ventures which can grow rapidly with the benefit of aggressive promotion and Starts at 60 is right in that category. 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. Consumer behaviour and content engagement and consumption is changing. Television will continue to be the cornerstone for engaging with mass audiences and will underpin our plans to further engage with our audiences.

“Starts at 60 underlines out commitment to build beyond those strengths and allow us to have 1:1 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.”

For the record, Seven has previously noted it is interested in all ages across Total People.

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