'Sunrise' set for its debut

McLean, VA: Sunrise Senior Living (SSL), a McLean, VA- based company that operates more than 400 senior communities in North America and Europe, is looking to target caregivers with the launch of its new publication, Sunrise.

McLean, VA: Sunrise Senior Living (SSL), a McLean, VA- based company that operates more than 400 senior communities in North America and Europe, is looking to target caregivers with the launch of its new publication, Sunrise.

The magazine, to be published by PRWeek's parent, UK-based Haymarket Media, will target women between the ages of 45 and 64, the primary decision-makers for assisted/retirement living decisions.

"We felt we could develop additional strategies to communicate to that audience by developing the magazine," said Kurt Conway, SVP for marketing and sales at SSL.

As the boomers get older, they are being placed in the position of raising their own families and caring for their aging parents. The phenomenon, called sandwiching, finds more than 40% of unpaid care for adults over 65 is done by their scions, according to the Urban Institute.

The first issue debuts in April 2006, with a cover feature focusing on the Power of Love. Sunrise will also discuss issues, such as breast cancer, that impact women in the target age group.

The title will be published twice this year, in the spring and the fall. Publication may be extended in 2007 to four issues a year.

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