Bauer Media is set to draw subject matter from its flagship brands including Elle, Harper’s Bazaar and Gourmet Traveller to launch a new digital women’s network in 2015. The integrated content hubs will group content together based on themes rather than mastheads, meaning lifestyle content from different titles will be found in the one place.
This initiative will allow readers to discover content from titles they may have never accessed before. New sites Food to Love and Homes to Love will be launching in March next year, followed by Family to Love and Health to Love in quarter two in 2015.
“We've decided to not play it safe. We could have just built a women's hub with a front door and a home page just like everyone else, but who wants to be the same as everyone else?” says Bauer’s newly appointed head of digital commercial strategy Monique Harris.
“Perhaps coming to the party a little late has allowed us to see what everyone else is wearing, so we can wear something completely different. In 2015, we'll have premium women's traffic, we'll have premium women’s content, we need to collaborate with you [agencies and brands] to create premium integrations. In 2015, Bauer's going to be all about women, integration, inspiration, collaboration, quality content and engaged audiences.”
Bauer currently gets 2.5 million hits a month across all its digital offerings, but is aiming to grow this audience to four million plus per month by the end of 2015. Along with the new sites, Bauer will also be doing a digital overhaul of its flagship brands, Woman’s Day and The Australian Women’s Weekly.
Image: SMH.
Carousel: The Fashion Patriot and The Australian.