BAUER
MEDIA
What is Bauer
media?
Bauer Media UK is an entertainment network of iconic,
multi-platform brands.
The business became part of the Bauer Media Group,
Europe’s largest privately-owned media group, in 2008. Founded in Hamburg in
1875 and now in its fifth generation of family ownership, the Bauer Media Group
operates in 20 countries including the UK, Germany, Poland, Australia, New
Zealand and the USA and has 11,000 employees worldwide.
When was Bauer
Media established?
1875
Who
is the owner of Bauer Media?https://www.independent.co.uk/news/business/analysis-and-features/a-closer-look-at-the-bauer-media-family-8207941.html- Heinz Bauer, 72, is the chairman of the German media giant, which dates back to 1875. Forbes estimates his wealth at $1.8bn (£1.1bn). But the father of four is taking an increasingly backseat role, letting his daughter Yvonne, aged around 36, take over as chief executive. She is said to have majority control.
- The Bauers are keen on keeping their lives private, in contrast with some of their magazines, which love tittle-tattle. (The French edition of Closer, which published those topless pictures of the Duchess of Cambridge, is published separately by Italy's Mondadori under licence from Bauer.)
"They're passionate about print and radio. Their
primary focus is how good is the product. They are regularly in the UK. We
visited every single one of our 20-plus radio station in the UK with Heinz and
Saskia in the last year."
- A flurry of recent activity suggests that Yvonne Bauer has ambitions to expand this global empire, which already extends to 15 countries.
- Here in Britain, Bauer tried to buy GMG Radio, the owner of Smooth and Real Radio, but lost out to rival Global Radio, which paid £70m in July. If Bauer had succeeded, it would control close to a third of commercial radio in Britain.
- While radio is doing well, some analysts wonder about Bauer's strategy for its magazines, which have seen revenues come under pressure.What are some of the brands they own?In the UK we reach 25 million consumers. Our portfolio includes heat, KISS, Grazia, Empire, Motor Cycle News, Parkers, TV Choice, Take a Break, Bella, Magic and Absolute Radio. Our scale, coupled with the breadth of our portfolio, gives us an advantage over pure play magazine or radio competitors.
How did they respond
to a decline in magazine sales?
Print
magazines were the worst hit, with bookings falling 42.5%. Magazines’ digital
properties also suffered a 40.5% decline, compared to January 2017. Newspapers didn’t
fare much better, falling 36.4% in print and 27.6% in digital.
Bauer Media
too recognised it needed to improve its relationship with agencies.
Paul
Gardiner, Bauer Media sales director, said:” We don’t believe that these
figures represent an accurate overall snapshot of our business. Our direct
revenues continue to grow and magazine readership is actually increasing over
the summer period.
“We
recognised there is a problem with agency revenue and have been working closely
with our partners to turn this around. We have updated our agency structure in
December to ensure that service levels remain high, and we have also recently
launched our Story54 brand entertainment division to deliver better customer
solutions.
“Bauer
Media has strong forward bookings and a robust growth strategy for 2018 and
beyond. Our clients will be seeing a
very different proposition for our magazine brands over the coming months “
The
closure of the Australian Cosmopolitan
The
company has issued a statement from Bauer Media ANZ CEO Paul Dykzeul:
"Today, Bauer Media announced the closure of
the Cosmopolitan brand in Australia, with the December issue being
the last. It has not been an easy decision to make, however, the commercial
viability of the magazine in Australia is no longer sustainable."
The
closure follows the merging of
the print and digital teams at Elle and
Harper's Bazaar in September, along with 13 roles that were axed as part of the
restructure.
Bauer
has also made several major changes in a bid to position itself as the leading
Australian publisher of homes and lifestyle content, making several major moves
within the past year, including its acquisition of Inside Out, Country
Style and HomeLife.com.au. From News Corp.
“Magazine
closures are never easy, desirable or done without careful consideration for
all of those involved" adds Dykzeul. "We have to ensure that we
are continually reshaping and defining the business so that our readers of
today, and those of tomorrow, remain engaged with the content we publish and
the platforms upon which we deliver.
Case studies
The challenge currys PC world
Our goal was to stimulate growth of Currys PC World’s core
range of laptops, specifically the HP Pavilion and software bundles.
We needed to offer flexibility in messaging as there are two
distinct demographics (45+ and 16-34s), and also demonstrate that Currys PC
World’s can facilitate passions and
ambitions ‘we help you get it right’.
The insight
There are more similarities between a 25 year old and a 45
year old than you first might think.
The millennial audience want it all and are not afraid to
put themselves out there, they know what they want to be and by when. The
mid-life crisis is real with many adults changing jobs, learning new skills or
passions at this key time.
Both demographics want to live life to the full so this
campaign idea would need to inspire them to do so.
The idea
A content-led idea that uses talent from each Bauer brand to
’Ignite Your Passion’ on a new adventure – focusing on individual passions and
ambitions of the talent and the audience that will place the HP Pavillion 14
and software bundles at the heart.
The execution
Results
48% of the audience took some kind of action
16% of the exposed audience purchased something in store or
online
The challenge- River Island
River Island were looking for a partnership for AW17 that
would help improve their credibility as a fashion authority while empowering an
18-30 audience to express their own style.
They wanted to encourage conversation and expression of identity in the
context of not just fashion, but in areas such as confidence and opinion.
The Insight
What a woman looks like says a lot of about who she is
and what she stands for. Her identity is
not just about the jeans she wears or indeed how she wears them but about inner
confidence, empowerment, knowing who she is and what she thinks. This
millennial female insight led to the campaign idea.
The Idea
A six-part, cross-platform artist and fashion franchise,
the series I AM shone a spotlight on six of the UK’s hottest emerging artists
including Anne-Marie, Ella Eyre & Tom Grennan; exploring the relationship
between their music and notions of identity and style. We then took those
styles and revealed to audiences how to get that look and trend, influenced by
the artists and dressed by River Island.
The series ran across three Bauer brands and leveraged
Bauer talent from across the business.
Execution
Results
Won silver at the Branded Film Festival 2018
1.12M TV Reach
6.5M Social Media Reach
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