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 – and 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, who comprise most caregivers.
The title will serve as an outreach and customer relations tool, but also fills a yawning niche, said Sunrise manager of external communications Jamison Gosselin. “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.”
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.
Haymarket also publishes MM&M.