Connecting with more than three million online readers and five million magazine readers every month, when it comes to reaching Australian women - Bauer Media is in an incredibly strong position.
While magazines are still key to Bauer’s ability to forge deep connections with women, its offering - and reach - has now been extended through events, social media and website platforms. According to Bauer Media sales director Tony Kendall, this is purposeful. The company is aiming to “create a 360-degree interaction with her”, he tells AdNews.
Bauer head of digital commercial strategy Monique Harris explains: “We’ve basically got all women covered from the age of 13 with Dolly right through to luxury with Harper’s and ELLE… all the way through to a mass audience with The Australian Women’s Weekly. It means that if an advertiser comes to us and wants to reach women, we can reach them at every stage in their life.”
As a result of this connection with women, the publishing house can tailor its content accordingly - meaning it can perfectly target its audience. “We look at her mindset, we look at her habits and behaviours and we create the content in accordance with that. Each of our (media) brands has a really specific audience and we’re quite forensic in the way we approach them,” says Hearst-Bauer Media Australia general manager Marina Go.
This 360-degree approach is great news for brands, with Priceline marketing manager Allana May explaining: “It’s crucial that we’ve got full 360-degree advertising channels around us and we’re utilising each of them for their best purpose so they’re actually being the most meaningful way to communicate to women of all ages.”
