News Corp is moving further into the over-50s market, confronting ACM's The Senior with the launch of a new 150,000 bimonthly.

The 100-page Dare magazine is a partnership between News' content unit Medium Rare - which also produces two magazines for supermarket giant Coles - and Australian Seniors, which is an insurance brand of Greenstone Financial Services.

Antony Catalano's Australian Community Media publishes the 30-year-old The Senior for a similar market, claiming a readership of 357,304.

Greenstone chief executive Brenard Grobler says Dare will focus on helping people embrace challenges, pleasures and opportunities, while also acting as a platform for the Australian Seniors brand.

He says the partners have been working closely over the past six months on the launch. "The magazine is just another way we will tell the incredible stories of Australia's over 50s, who our research shows are healthier, busier and better informed than any previous generation," he says.

The free magazine will help maintain engagement with customers, reward their loyalty and enable awareness of Australian Seniors' full product range, and assist with lead generation for advertisers.

Medium Rare Content Agency provide editorial and media sales services across the magazine, website and social media accounts. In addition to circulation to its 150,000 customers, Dare will be offered by subscription as the magazines progresses towards being self-funded.