It seems Pacific Magazines will not follow in the footsteps of competitor Bauer Media, ruling out the creation of a digital arm to house its growing number of platforms.
Instead of generating a similar outlet to Bauer’s digitally-focused company Bauer Excel, Pac Mags will return its digital assets in-house. Zavecz explains to Mumbrella: “We’re actually intending to integrate all our content channels into our content businesses. Content is content, it’s not going to be ‘print’ content or ‘digital’ content.
“As far as we’re concerned, the platform will not need to be distinguished from the overall objective and that is delivering to the consumer what they want, when they want it and how they want it.”
It’s a move that follows the reacquisition of digital properties by parent company Seven West Media from Yahoo7. Zavecz says it was a necessary step in taking back control, saying: “We have absolutely succeeded quite well in a very challenging environment considering we were a magazine company that didn’t have full control of our cross-platform assets.”
The integration of Pac Mags’ digital channels will also see a single publisher oversee both digital and print content, in contrast to dividing the entities among multiple publishers.
