2015 will be the year of love for Bauer Media.
At the company’s upfront presentation in Sydney, the lifestyle publisher unveiled plans for a new digital ecosystem which will see content from all of its brands directed to a new offering based on four verticals: Food to Love, Homes to Love, Family to Love and Health to Love.
Driven by content from across Bauer’s local and international offerings, the mobile first network will be a 24/7 destination for women.
Head of product, mass women’s at Bauer, Sarah-Belle Murphy, explained to the audience of media buyers and advertisers: “We are tapping into the passion of Australian women. Homes, wellbeing, food and health are our most treasured assets.”
The first phase will see Food to Love and Homes to Love roll out at the start of 2015, with Family to Love and Health to Love following later in the year.
Food to Love will be a recipe destination powered by the numerous food brands in Bauer’s portfolio. While Homes to Love taps into decorating driven by four of Bauer’s home and lifestyle titles.
“We want women to be able to filter by life situation. Creating a journey that is not based on the old school way of moving through websites where it’s just based on content themes. Our research illustrated that women want to get content based on the stage they need at that time and not by their age,” said Murphy.
Bauer’s new head of digital and commercial strategy, Monique Harris added: “We could have just made a women’s hub with a front door or a home page, just like everyone else. But who wants to be the same as everybody else?
“Some may say Bauer has come to the digital party a little late, but our brands already receive 2.5 million unique women every month through our reach with Mi9. Perhaps coming to the party a little late has let us see what everyone else is wearing and we got to choose to wear something that’s really different.”
“We’re not building a portal, we aim to break the traditional silo model where websites don’t talk to each other,” explained Murphy. “The women’s network will provide users with a seamless, intuitive user journey throughout our suite of products, based on their behaviours, their needs and interests.”
While Harris explained the publishing house already has an online audience of 2.5 million, Bauer aims to increase that to four million women next year.
In terms of advertising options, Harris said: “We’re developing advertising and content propositions that you’ll be able to buy with 100% confidence. You’re making a real connection with women and with the things that they love.
“In 2015 we’ll have premium women’s traffic. We’ll have premium women’s content. We need to collaborate with you to create premium integrations, as we all know these take time. So we need to start talking now about your 2015 digital plans.
“If you still think we don’t know digital, I want to assure you our brands are part of a family that well and truly knows digital. Bauer knows digital. And Bauer knows women.”
NEW TRAVEL MARKETING AND PR AGENCY HELM LAUNCHES Specialist team ready to drive industry recovery and promote purpose-led brands post pandemic Senior tourism marketing and communications specialists Andrew Cavallaro and Rachel Jones have joined forces to launch Helm, a new purpose-driven marketing and communications agency supporting like-minded brands.
The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]
Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]
Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]
For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]
Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix. Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]
Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]
DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]
Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]
Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]
Rolling Stone Australia publisher The Brag Media has announced that the Sailor Jerry Rolling Stone Australia Awards will be back for a second year in 2022, with a star-studded party to reunite the music industry following extended lockdowns. For the first time, a free live event series will spearhead the return of live music in […]