Aging Media Network, the Chicago-based B2B media company specializing in the business of senior care, is kicking off 2020 with the launch of an additional online publication, Behavioral Health Business (BHB), serving the mental health and substance abuse treatment industry, the company announced Tuesday.
The sixth brand in the company’s portfolio—joining Senior Housing News, Reverse Mortgage Daily, Home Health Care News, Skilled Nursing News and the 2019 launch Hospice News—BHB is “a natural fit” with Aging Media’s existing sites, says president and co-founder John Yedinak, representing an area of growing interest among both its audiences and the vendors that serve them.
“[Mental health] is something that providers are really starting to focus on in our industries to improve health outcomes,” Yedinak tells Folio:. “Managing seniors’ behaviors to enhance their lifestyle and wellbeing is such a big part of senior care that we think it’s a critical area for us.”
Led by editor Bailey Bryant, who joined the company late in 2018 as a reporter for Home Health Care News, BHB has been quietly producing content since October (“We like to give our teams a little bit of runway to get things up to speed before there is a big audience,” Yedinak says). Bryant will be joined by reporter Kyle Coward, a behavioral health counselor and freelance writer who has contributed to The Stanford Social Innovation Review, Reuters and The Atlantic, among others.
With ad-supported, free-to-access digital brands serving executive audiences with a mix of email newsletters, live events, podcasts and research, Aging Media has essentially grown from scratch since its 2012 launch to employ 24 full-time staffers (roughly half of whom are editors or reporters) without raising any outside funding, according to Yedinak, who says the company is profitable and had seen a 56% year-over-year increase in revenue as of November.
“We earn each and every subscriber by creating exclusive news and analysis that can’t be found anywhere else,” adds Yedinak. “It has served us well in the past and is critical to our success going forward across all the verticals.”