The company that will soon not be known as Bauer Media has launched a TV campaign featuring 18 of its biggest 43 brands.
The ad campaign will be running on the Seven Network across four weeks beginning now.
Called ‘The Little Things’, the TV spot voiceover says:
“Things are a little different these days. There is a little more time to dream a little, to experiment a little, learn a little, love a little. Why not bring a little luxury into your life…it’s the little things that make a big difference.”
The images feature people working in their homes and then end with magazine covers. There is no mention of Bauer in the ad, but a closing image of the 18 titles says the brands are available in newsagents, supermarkets and at Bauer online subscription portal magshop.
Local Bauer management is now working with the new owner Mercury Capital on strategy and a new name. Both parties realise the importance of promoting not just their new brands, but the sector in general.
After the private equity acquisition, Bauer CEO Brendon Hill told Mediaweek:
“With all the major titles now in one place we can do a better job of marketing ourselves. We are about to launch a ‘Why magazines’ campaign. That’s something that hasn’t been done for a long time and we can start conversations about the medium in general.”
Hill also added: “This signals an exciting new chapter for the business. With new ownership and our bolstered portfolio, we have unparalleled opportunities to connect with more Australians than ever before and continue our strategy of digital growth and innovation.
“We have increased flexibility to diversify revenue streams and grow and innovate across our multi-platform offerings. Additionally, we are well placed to invest in the key drivers of future success – high-quality content and digital development which is good for us, our audiences, clients and the Australian industry as a whole.”
Bauer’s expanded portfolio of 43 brands now reaches six in 10 Australian women each month with the publisher claiming more than 6.5 million women each month across magazines, websites, video, social, customer review sites, podcasts and experiences; a print readership of 6.8 million per year and social connections of more than 30.5 million.
See also: Brendon Hill on 3.30am sale of Bauer Media to private equity