Balance, Ease & Calm: Universal Media launches wellness magazine ‘Being’

• Associate publisher at Universal Media, Emma Perera, comments

Brought to you by the same publisher as Australia’s leading natural health and living magazine, WellBeing, Being offers an advanced level of editorial expertise by keeping content short, concise and inspiring, yet deep enough to create an emotional connection with the reader.

Being is published by the Universal WellBeing Group at Universal Media Co, Australia’s largest publisher of targeted mediums specialising in helping marketers find targeted audiences via print and online media. This is the second launch for the independently owned private company in as many months, and the second within the new category that the company is developing called “Mindful Media”. Other publications in this category include WellBeing and Wild.  

Associate publisher at Universal Media, Emma Perera said: “As a publication targeted to the Centennial/Gen Z Audience, Being has its own distinct characteristics. Being overtly appeals to the reader who is setting out, starting up, falling over and doing it all again with joy and compassion. 

“Our articles in Being are very much about being on the starting blocks and creating a brilliant life. While WellBeing is the market leader, it is distinct in that it communicates with an audience that knows its stuff, and holds its position by being the best and most informative in its space. 

“We like that the titles a relational with each other but they definitely distinguishable. I guess it is all about the demographic – the WellBeing name has meaning in the marketplace and attracts a broad audience of people who are completely committed to  lifestyle inspired by nature. Being however, presents a vision for a positive lifestyle to an audience that is attracted but not yet committed to this vision. Being captures its market at an earlier stage.”

The first issue of Being traverses a range of subjects, from navigating friendships without fear to the benefits of Nordic bathing and the creative practice of mindful photography. There is a guide to forming a healthy relationship with food and a feature on the use of rituals to help your intuition thrive.

“We’re encouraging readers to transition from a place of doing and into a state of being,” said Ally McManus, the Founding Editor of Being magazine.

Beautifully packaged in a format that delivers intentional reading and mindful pauses in equal doses, Being contains short, easy-to-digest content focussed on cultivating balance, ease and calm in life.  

Perera commented: “ We saw an opportunity in the market for a quality locally-produced print publication that speaks to Centennials. We have a range of advertisers who want to market to this audience and seek out a medium to do so. And given we are the industry leader in wellness media, we wanted to expand and share this expertise with those newly interested in the WellBeing lifestyle.

“Being has been set at 70/30 Ed/Ad ratio. Advertising enquiry and subscription has been high.”

Being magazine is available in Australia for RRP $12 in newsagencies, airport retail, Coles stores and online, and also available in New Zealand for $12. Being magazine is in stores as of Thursday, December 19, 2019, in time for summer holiday reading.

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