River wins McCarthy & Stone's Life & Living magazine work

The 64+4pp product was published for the first two issues by Mclaren Jones, but River has taken on the title for a year, with the contract extending to three.

The retirement home builder awarded the magazine after competitive tender, describing the magazine, which will include an iPad and website version, as "a key part of our marketing strategy for 2012".

The printer has yet to be confirmed for the quarterly magazine which will be printed in a run of 180,000 for the first run and sent out to prospective and current residents and distributed at trade fairs and other events during March when it launches.

McCarthy & Stone executive director Ali Crossley said: "We are very pleased to be working with River on this important project for us. We have big plans for 2012 as we reposition the McCarthy & Stone brand to support the broader range of needs affecting older people, particularly around financial services and living accommodation."

Business development manager Adrian Odds said the magazine would look to cater to the diverse 55 to 95-year-old demographic which he believed had been poorly served by the publishing industry.

"The magazine has to be relevant to that broad range of people, and it's an interesting and growing market," he said. "We are multi-channel, and if even 1% of an audience prefers 'on-glass' then there's a responsibility to produce a digital edition. However, a large proportion of people still read on paper, and in this age group even more so.

"Paper still has real value - it shows that a brand has put money behind its message - any communication has to have a reason to remain on paper and there are still lots of occasions where paper is the right answer."