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Independent publisher The Midst launched on its new website Tuesday, after more than four years of chronicling perimenopause and the modern midlife experience as a personal blog called Jumble and Flow.
The publisher is one of a growing number of media companies to plant its flag in the rapidly expanding world of midlife, a subsection of the women’s health and wellness market that caters to women between their 40s and 50s, said founder Amy Cuevas Schroeder.
“The Midst is the gateway drug to the modern midlife experience,” Schroeder said. “We are trying to provide accurate information to women going through middle age and to reinvent the midlife experience.”
Midlife and perimenopause became a $17 billion market in 2023, according to marketing insights firm SkyQuest.
Advertisers from categories including pharmaceuticals, beauty, wellness and financial services have embraced the space as an opportunity to target women in their peak earning years as they navigate a new stage of their lives.
As well as interviews with stylist-turned-health-entrepreneur Stacy London, top recent stories include how to adapt to changing food tastes during and after menopause, and how the female brain improves in midlife and beyond.
As part of its launch, The Midst also debuted its new partnership with She Media, an ad network and publisher collective owned by Penske Media.
The collective serves primarily female creators and publishers and reaches 74 million unique visitors monthly across its network. She Media’s advertising technology will monetize The Midst, said founder and CEO Samantha Skey.
The Midst will also join She Media’s Flow Collective, a cohort of more than 120 sites within She Media that focus on women’s wellbeing, such as Katie Couric Media and HealthyWomen.org. Since launching last March, Flow Collective now reaches 6 million unique monthly users and is growing by approximately 15% per month, according to Skey.
