Earlier this week, Bauer announced its new digital content destination, Now to Love, had gone live. As part of its wider digital strategy, the publisher has combined the websites of its leading mastheads including The Australian Women’s Weekly, Woman’s Day, NW, OK!, Take 5, TV Week, Yours, Good Health, Mother & Baby and Shop til you drop, to sit under one brand.
Now to Love completes Bauer's To Love Digital Network, and to find out more about what the site has to offer, BD spoke to Bauer Xcel’s content director Emily Kerr.
What are the benefits of combining all the mastheads to sit under the one brand?
We know that our users are mainly coming to us from social and search, meaning homepages and domains are less important than they used to be. By that logic it makes sense for us to streamline our efforts, resources and our traffic into the one URL. It makes navigating all of our awesome content and brands much easier for the audience, and it’s their experience and habits that drive everything we do.
How do you plan on bringing in new readers without alienating the existing audience?
- We have a much more collaborative approach to editorial with more of a ‘one team’ feel, which allows us to collaborate, knowledge share and leverage spiking stories around our huge network of over 9million people. And while that’s awesome for traffic and growth, the whole editorial team has also worked across the magazine brands that make up Now To Love in the past, so everyone’s across the kind of content that works well for each brand and how to sell it in a way that’s on brand.
How many categories will make up Now to Love?
Now To Love is appealing to a mass audience, so we’re pretty much covering all things women might want/need/love to know in their day to day lives. This includes celebrity, royals, health, lifestyle, parenting, fashion, beauty, relationships, travel, tech and pets – among others!
What type of content can visitors expect to find on Now to Love?
Again, it’s a pretty broad spectrum. It could be anything from the latest happenings in current affairs, to breaking celebrity goss, to expert-led health advice, in-depth investigations or emotional opinion pieces. But at all times it’ll be totally relatable, empowering and always have the interests of our reader at the centre.
Will the Now to Love social channels be launching at the same time?
We’ve had some activity on the Facebook page for the last month or so to drum up engagement pre-launch, and are now live with Twitter, Instagram and Pinterest too.
As content director what is it about the launch you are most excited about?
The team that we have in place. Having been at Bauer for years now this project has let me amalgamate some of the best talent I’ve worked with from around the building and have them all work on this awesome new brand to build up from scratch.
