Haymarket launches senior-care title

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Sunrise Senior Living, the nation's largest senior care franchise, has hired Haymarket Media to publish Sunrise magazine, a title aimed at caregivers.

The title, a biannual for the time being, will be distributed through the firm's 415 senior communities nationwide and mailed to enquirers. A Web site, sunrisemagazine.net, will offer downloadable content as well. 

With a print run of 250,000, the 68-page inaugural issue features articles on health, nutrition and lifestyle concerns, along with pieces on coping with the strains of elder care—as well as ads from Lifeline, Omnicare pharmacy service, Lancome skin cream, resorts and jewelers. Sunrise and Haymarket hope to attract additional lifestyle and healthcare advertisers targeting women ages 45 to 60. It is this demographic that comprises most caregivers. 

A Fall/Winter edition will bring the title's annual circulation to 500,000, and Sunrise will consider increasing the frequency for 2007.

The title will serve as an outreach and customer relations tool, but it also fills a yawning niche, said Sunrise manager of external communications Jamison Gosselin. “America is aging. People are searching for this information,” said Gosselin, “not only for healthcare purposes but also just for inspiration, to know that others have gone through this and see how they've dealt with it. There's a lack of material resources for people who are caring for loved ones. That's why we chose to address this growing population.”

The McLean, Va.-based Sunrise boasts 3% of the highly fragmented market for senior living, which includes large providers such as Brookdale and Atria, along with a myriad of smaller firms and mom-and-pop operations. 

The company's combined operations in the US, Canada, Germany and the UK boast capacity for more than 50,500 residents.

Haymarket also publishes MM&M.

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