The Fine Line disrupts 45+ woman magazine market
When most of the market tend to focus on millennials, Sue Cowie and Allison Hatfield decided to fill an empty niche in magazines for a woman over 45. When Real Simple (Time Inc.), Good Housekeeping (Hearst Magazines UK) or British Woman & Home (Time Inc. UK) position their readers more as housekeepers and homestay moms, The Fine Line decided to focus on what their audience really care about these days. They wanted to build as space to
explore beauty, fashion, food, well-being, fitness, and all aspects of living a good life
As they later write
we celebrate the knowledge that health and happiness come from knowing who you are and where you’re going.
The whole idea has grown on top of series of personal essays and videos called #RealTalk.
With a strong point of view on female aging in the modern world, it is intended to resonate with all women, but especially today’s mature woman.
It was made to
empower us, to give us a voice in recognizing our struggles, our strengths, our wisdom, and our weaknesses as we grow older.
The whole project is funded by two experienced and ambitious individuals, Founder and CEO Sue Cowie, who had been running home goods boutique Colcha, and Editor-in-Chief Allison Hatfield, a former early contributor to Internet publishing, especially for DailyCandy.
Fine Line is a great example that there is and always be space for a fresh view and aligning medium to changing readers base. As trends and standards change, audience expectations do the same. It’s often difficult to find by established titles that often focus on squeezing margins from advertising and run in the area of minimal risk. On the other hand, it’s hard to say that Cowie and Hatfield embraced risk. Their target is so obvious that it’s shocking that in the 21th-century competition still tries to put the woman in 19th-century roles.
The Fine Line seems to be built on top of Wordpress, run on Nginx, on Rackspace infrastructure. We haven’t found AMP version of articles so far. No SSL certificate found as well.
About the author: Łukasz Marek Sielski, lead developer of Lackey CMS, former ad tech specialist, and senior developer for Time Inc. UK, Nokia Gate 5 and WAYN.com.
