Lifestyle magazine for older men.
Concept: In Colombia we have several lifestyle magazines for men (25 to 35) that are very successful
However they have been losing readers who "outgrow them". The men who during their 20s and 30s read these magazines, are now 40 years old. They have higher salaries and different interests. This men are are no longer interested in bar hopping and surfing. They like fine dinning and golf. They are not boring old men, they own an ipad, are into high fashion, design and the latest gadgets but enjoy Mozart and the Opera and literature.
Target audience:
Age: 35-55
Gender: male
Location: Urban
Income: Wealthy
Education: working high position professionals
Feel: elegant, classy, VIP, interesting, intelligent, successful, serious
What it is not: old fashioned, boring, stiff, dull
