We've been successful as a bi-monthly and we're the only health and beauty magazine for women aged over 40. There's also a buzz about older women at the moment - think Desperate Housewives, Kim Cattrall and Madonna.
Explain your mission
To give inspiration and no-nonsense advice on how to deal with the new health and beauty issues you face as you go through your 40s and 50s.
Are you introducing new sections?
We've got a newsy section full of the latest feel-good shopping buys, celeb must-haves, health news and ideas. There's also a section where readers can report back on products, review books, write recommendations and win giveaways.
Why should PROs target the older market?
There's this common misconception that as you get older you don't want to try new things. But that's untrue. It's about time more companies recognised the consumer power our readers represent and started making products with their needs in mind.
What do older women want?
Changing hormones mean your skin, hair and fat distribution start changing and the things you used to rely on don't necessarily work any more. So readers are looking for clothes, food and holidays formulated for them rather than twentysomethings.
Which celebs typify Health Plus?
Isabella Rossellini, JK Rowling, Julianne Moore... women with a zest for life, talent, beauty, motivation, a passion for health, a story to tell and a campaigning streak -all those things.
How far ahead do you work?
We work three months ahead in that mad monthlies' way. We've still got space for snippets, products or experts who might comment in our opening newsy section for the July issue.
Do women want to be reminded that they are over 40?
Wrinkles and those odd twinges you start getting all remind you anyway.
What we're doing is not reminding our readers that they're 40 and past it, we're reminding them that you can look amazing, feel great and enjoy your life more than ever with a bit of wisdom in the bag.
Circulation: 215,000 (initial print run)
Deadline: Two months
Contact: 020 7874 0588