Magazines Are Inspiration, But Digital Is Activation: Bauer Specialist Publisher

Magazines Are Inspiration, But Digital Is Activation: Bauer Specialist Publisher
SHARE
THIS



As many people now know, magazines are no longer magazines, but rather a brand – something bigger than just a print product – incorporating everything from activations, events and digital. And it’s this kind of approach, along with a healthy dose of passion, that Bauer Media’s specialist publisher of the homes category, Cornelia Schulze, advocates strongly.

Following the recent AMAA results, which showed a serious plummet in circulation figures for almost every Aussie magazine title, the homes category scraped by with lower declines than women’s, men’s and celebrity publications.

Bauer Media’s collection of homemaker titles, Homes+, Australian House & Garden, Belle and Real Living, saw drops of 20.2 per cent, 7.8 per cent, 1.8 per cent and 12.1 per cent, respectively.

In rival categories, Pacific Magazines’ Better Homes & Gardens is one of just two non-weekly ABC-audited titles that report a circulation greater than 100,000, while NewsLifeMedia’s Vogue Living grew marginally to 42,986.

Asked why this category seems to remain more relevant than other categories, Schulze said, “The home and real estate are definitely part of the Australian DNA. We all want our home to be our castle. Research has shown that it’s of huge importance to Australians to create that cosy haven, to really have a place to literally come home to.

“Magazines have become so much more,” Schulze told B&T. “The magazine brand in our philosophy is at the core of a number of offerings, with which we’re trying to touch our readers on a 360 basis.”

Belle Magazine

Belle Magazine

Schulze said her golden rule for taking print content into the digital world is to consider what each channel is used for, with magazines more aligned with inspiration, and online focused on activation.

“The key is to find the right way of communicating for the respective channel. In some of our research, we’ve found that by comparison, inspiration is four times more important in a magazine, and activation is four times more important in the digital space.

“That’s quite a nice rule of thumb because for online, yes the content needs to be beautiful, but it also has to be more search and utility driven than it is in a magazine.

Suggesting homes titles are adopting an almost catalogue-like approach, Schulze recited that 91 per cent of people buying in the homemaker’s category do research prior to research, as well as revealing House & Garden will soon be sold in Myers stores from October, “so you can buy the bed linen and the decorating items, but you can also buy the magazine”, she said.

“That’s what it’s all about; bringing things together and making it more tangible, funnily enough as the world becomes more virtual.

“At the same time, 24 per cent of people buy something from a brand they were thinking of initially. Only eight per cent go beyond that initial consideration set. So for our customers and advertisers, it’s super important to be in that initial set, and that’s where magazines come in,” Schulze added.

Real Living Magazine

Real Living Magazine

“Magazines are about the re-discovery of discovery; things you didn’t even know you were searching for – inspiration, immersion and huge levels of trust and authenticity.”

“Three per cent of purchases on Amazon are unplanned purchases. Everything else is knowing what you want and getting in it. In a bookstore, 50 per cent of the purchases are unplanned. And in that case, I would compare the magazine to a bookstore.

“You don’t exactly know what you’re going to find, but you’re looking forward to it. And you’re willing to immerse yourself in it. It’s about finding the unexpected.”

Schulze mentioned the My Ideal House project, which began as a design program but now will actually see a real house built from the ground up.

“That is a huge project–  we’re actually building that home,” she told B&T. “We’re in the middle of the DA approval process. So we’re really going through it every step of the way.

“It’s a great proposition for our advertising clients, and it allows us to create other forms of content that otherwise we wouldn’t be able to, such as how-to videos.

NSW Planning Minster Rob Stokes launching My Ideal House competition

NSW Planning Minster Rob Stokes launching My Ideal House competition

“It’s the kind of project that you’ll continue to see from Bauer as an innovative media and publishing company. It’s not just about the magazine anymore – the magazine is the foundation, the basis, the core – but it goes beyond that.

“I’m not going to tell my fellow publishers what to do, but I do feel that bringing a brand to life is the way to go.”

Coming up for Bauer’s home category, Belle is set to launch its first ever Chinese edition, which will hits the newsstands at the end of September off the back of the launch of Harper’s BAZAAR and the inaugural Australian Gourmet Traveller Chinese New Year editions in February.

Please login with linkedin to comment

Latest News

Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, left), co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine