Universal’s WellBeing launching category called Mindful Media

• The first print editions of the new magazines will be published later in 2019.

Universal Media Co’s WellBeing is launching a new division and two new publications: Wild for Millennials and Being for Centennials, reports the Sydney based publishing company:

Each brand will publish multi-platform, but in this age of high-frequency messaging, it is the print magazine that will deliver the most prized and attentive audience. “Wild and Being are publications for the times, providing their audiences valuable in-mind time,” said publisher Janice Williams. “We were looking at how communication styles have changed and we realised that generational distinctions provided an opportunity to communicate with real relevance and attentiveness.” Wild and Being were born.

Wild is the creation of Kate Duncan – herself a bit of a wild lifer who recently left the city to build a creative future surfing and producing Wild from her Byron Bay home.

Being has been created by Ally McManus, who writes and runs a yoga teaching practice on Victoria’s Great Ocean Road.

Both publications provide their audiences with a rich and valuable experience of in-mind time. “When we talk to these mostly digitally-native generations, it is clear they value calm, creative, thoughtful stories from sources that are credible and relatable,” said Williams. “Their visual sensibilities are also extremely sophisticated. So while digital communications are very much a part of the picture, the print format gives us the calm, slow, reading experience that we want, with a visual packaging that is quite playful and retro-cool.”

WellBeing, Wild and Being are Mindful Media. “The experience that you get with Mindful Media is derived in part from what you see on the page, and partly from what your own mind brings to the experience,” said Williams. “We wish to create beautiful reading experiences that are relaxing, thoughtful and inspiring.”

The first print editions of the new magazines will be published later in 2019.

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