Rogers says it will launch a new website, everbetter.ca, in April targeting the 50+ or ‘zoomer’ demographic.

The site’s lifestyle content, drawn from a mix of original and existing Rogers sources — both publications and websites — aims to be highly engaging, user-friendly and driven by its users, according to Jean Goulet, executive publisher of the Toronto company’s publishing wing.

‘It’s going to cover a broad spectrum of areas that are relevant to this demographic,’ says Goulet, noting that ‘they’re the largest demographic in Canada right now.’

Contender’s ZoomerMedia has been courting the 45+ market with a number of websites, radio stations and a magazine since it launched less than two years ago. Lifestyle content like health, finance, and travel information has proved lucrative for the company, and according to Leanne Wright, VP of communications at ZoomerMedia, ad pages have increased 60%, with net ad revenues doubling since the redesign of Zoomer magazine last October.

From Media in Canada