2 minutes with: Diane Kenwood, editor, Heyday

What is Heyday all about? It is a new not-for-profit membership organisation from Age Concern for people aged over 50, launching in late spring. Our members are probably retired, or thinking about retirement, but they are far from settling into their slippers. The emphasis is on retirement as a time of freedom, flexibility and possibility.

What are the benefits of membership?
Commercial partners will be offering special deals and discounts, and members will get a 132-page magazine every two months.The first issue, July/August, will be out at the end of June.

Tell us about the magazine
It aims to cater for both men and women, so it is probably most like a weekend supplement, with a broad appeal. We will be running real-life stories and interviews with well-known high-achievers, all of whom will be over 50 – at least at first. We want to interview people who are proud of their experiences and what they have achieved.
Are all the products featured from commercial partners?

Not at all. There are promotion pages, but there are plenty of other opportunities throughout the magazine, in fashion, beauty, technology and complementary healthcare, for example. Holidays are also important, because people often want to spend their retirement travelling. They are unlikely to be going to Ayia Napa, but apart from that there are virtually no limitations on destinations.

What should PROs bear in mind?
It would be very helpful if we could get a broad geographical reach of stories, to avoid being too focused on London and the South-East. We have a news section, covering exhibitions, gardening and festivals, for example. We would like to know about any events happening around the country at least two months in advance.

How do you prefer to be contacted?
By email or by post. Please don't phone.

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