Bauer talks up its magazines’ reach

Weeks after suspending eight magazines and axing staff, Bauer Media is talking up its enlarged portfolio of 43 brands.

Just weeks after suspending eight Australian magazines and axing staff, Bauer Media is talking up its enlarged portfolio of 43 brands, including Women’s Weekly, Woman’s Day and Better Homes & Gardens.

Bauer says it has extended its reach to more than 6.5 million women across the country each month, following the integration of its newly acquired Pacific Magazines business.

Bauer’s local boss, Brendon Hill, who has remained quiet on the German-owned family group’s future plans, said it was a “leading media company delivering trusted and targeted content” across print, digital and social.

“Our increased reach and deep understanding of how brands can effectively connect with Australian women is needed now more than ever. Changes in sentiment and spending priorities are driving advertisers to rethink their approach, and through our ongoing research we have unique insights into how women are navigating the new world to help inform their ­strategy,” Mr Hill said in a ­statement.

Mr Hill, who shuttered Bauer’s publishing operations in New Zealand last month, is looking to capitalise on its reach with advertisers, who have cut spending during the COVID-19 crisis.

It is understood that Mr Hill and some of his executives addressed staff last Friday, confirming that eight titles — NW, OK!, Harper’s Bazaar, Elle, InStyle, Men’s Health, Women’s Health and Good Health — had been “temporarily suspended”.

The Australian reported last month that Bauer would suspend four of its titles — Harper’s Bazaar, Elle, OK! and NW — and subsequently reported that Pacific’s InStyle, Men’s Health and Women’s Health would also be halted.

Bauer completed its $40m acquisition of Pacific from Seven West Media on May 1, after striking the deal in October last year before the COVID-19 crisis.

A Bauer spokesman said some titles, including NW and OK! were suspended early in the COVID-19 pandemic as they relied largely on airport sales, which is being reviewed weekly.

Bauer is looking to bring back the titles in September.