B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • AFL
  • B&T Women in Media
  • Pinterest
  • Thinkerbell
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • EssenceMediaCom
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Mercury Buys Bauer For A Cheap $40M, Eight Years After It Was Bought For $525M
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Mercury Buys Bauer For A Cheap $40M, Eight Years After It Was Bought For $525M
Media

Mercury Buys Bauer For A Cheap $40M, Eight Years After It Was Bought For $525M

Staff Writers
Published on: 18th June 2020 at 9:10 AM
Staff Writers
Share
3 Min Read
SHARE

Following the news Bauer Media agreed to sell its Australian publishing business to private equity firm Mercury Captial, it has now been revealed just how much Mercury paid for the company.

As reported on the AFR, it’s believed Mercury paid less than $50M for all of Bauer’s titles, which now also include Pacific Magazine titles, too. Other sources close to the deal have suggested Mercury paid just over $40M.

The agreement also includes those brands recently acquired from Bauer’s New Zealand mastheads. 

The buying price is significantly lower than the $525 million global chief executive Yvonne Bauer bought the business for in 2012.

With a change in hands also comes a change in name, however, there is currently no indication as to what that new name will be.

The buyout comes just one month after Bauer purchased Seven West Media’s Pacific Magazines for $40 million.

Veit Dengler, Bauer Media COO said: “Bauer Media remains committed to magazine publishing. This decision supports our strategy to invest in our market leading brands where we believe we are best placed to do so.”

“We have been proud to be the custodian of these iconic brands in Australia. I would like to thank our talented teams for their commitment and the contribution they have made to Bauer Media. I wish them well for the future.”

Brendon Hill, Bauer Media ANZ CEO, said: “This signals an exciting new chapter for the business. With new ownership and our bolstered portfolio, we have unparalleled opportunities to connect with more Australians than ever before and continue our strategy of digital growth and innovation.

“We have increased flexibility to diversify revenue streams and grow and innovate across our multi-platform offerings. Additionally, we are well placed to invest in the key drivers of future success – high-quality content and digital development which is good for us, our audiences, clients and the Australian industry as a whole.”

The sale is subject to regulatory approval with the transaction expected to be complete in mid-July and the new brand to be announced in the coming months.

It’s been a rocky road for Bauer the last few years, with economic factors relating to COVID-19 putting further pressure on the publisher.

Major falls in advertising spend led Bauer to renegotiate the terms of its Pacific Mags deal, with mass redundancies and suspension of titles a result of the sale.

Around 60 jobs were cut following the sale, which is in addition to the almost 200 Pacific Magazines roles that were lost in December 2019. Bauer also axed 70 jobs before the sale was complete.

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Bauer Media
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?