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Started in 2006, PRIME is about being at the prime of one's life. It is about celebrating one's life at whatever age they are at. The bi-monthly magazine, the only one in Singapore, caters to both men and women who are at the prime of their lives, 40 and above, who are in the mid- to upper-personal income bracket and this includes those going to retire as well as those already retired and living it up.

They are a special segment that is hardly catered to in Singapore and often ignored; now there is a magazine just for them. The magazine covers four areas including health, wealth, nutrition and leisure, and the topics are customised for that silver-haired market.

It is all about changing mind-sets, breaking down stereotypes and educating this very special population in Singapore. Age does not matter! Be fit in your health, be smart with your wealth, be careful with your nutrition and be adventurous in your leisure. Take a read of PRIME and be prepared to age with grace!