Understanding that females rule the roost when it comes to media consumption, Bauer Media is pushing to enhance the company’s young women’s portfolio online with the assistance of general manager Marina Go. Now in charge of the digital assets of Cleo, Dolly and Shop, Go will lead the company’s strategy of enhancing its existing offerings for young women, as well as expanding on Cosmo’s digital reach.
Go says of the move: “Cosmo is a Hearst brand, and as my role as general manager for Hearst, I get to retain the digital assets of Cosmo but we as a business have been developing a young women’s strategy.
“It’s particularly important in the digital space that we have a very strong young women’s strategy and because Cosmo is the strongest brand in our young women’s portfolio at the moment, it just made sense for me to look after the young women’s portfolio online.”
Go disagreed with rumours the move was the result of increasingly strong competition, such as Mamamia, saying that rather, it was an effort to maintain the loyalty of existing consumers.
“We have very strong competitors in the digital space but it’s less about that and more about the fact that we have strong brands, arguably stronger brands than anyone else that’s launching at the moment, and what we’re looking at doing is making sure we remain relevant to those consumers,” Go told Mumbrella.
