Bauer launches new monthly print title, It’s Your Day
Bauer Media is launching a new monthly glossy print title, It’s Your Day, leaning on Woman’s Day’s heritage.
Speaking to Mumbrella ahead of the June 13 launch, Woman’s Day associate publisher and editor in chief, Fiona Connolly, said she travelled across the country to meet with the future readers of It’s Your Day and research the content that would be included in the title.
“It was an amazing experience, we do so much research at Bauer and over the 10 years I’ve been editor in chief of Woman’s Day I’ve done many surveys and focus groups, and I’ve always found getting in front of people to be the most beneficial. For It’s Your Day I had the great privilege of going around the country and meeting with people in regional and metro areas and I found beautifully position women who love magazines,” said Connolly.
“I would quite often end up going out for a drink after the focus groups, hanging out with the women and getting as much information as I could so we could deliver a magazine I knew they would truly love.”
It’s Your Day will be aimed at both regular readers of Woman’s Day who are looking for more content and for occasional magazine buyers. The content will be slightly longer form and Connolly is confident that the research Bauer has done will guarantee the title is a success.
“It’s extremely encouraging to know that where women, for one reason or another, have dropped out of their regular buying habits, they are very keen to come back and I know that there’s a business opportunity there and this is the right choice at the right time,” said Connolly.
Connolly
The launch comes shortly after the announcement of a new CEO for Bauer, with Paul Dykzeul retiring and NZ CEO Brendon Hill taking the helm. 2018 saw the publisher close a number of titles, but also acquire the homes titles from News Corp, which Connolly says proves the publisher is willing to invest where it makes sense to do so.
Throughout that time, Connolly says Woman’s Day has continued its success, partly due to the varied content but also the heritage of the brand. The magazine was founded in 1953 and currently reports a readership of over one million.
Regarding the changing landscape of print media, Connolly says change is the nature of the business, but that the fact that Bauer is investing in launches is a good sign.
“It’s the nature of this industry and but at the heart of it it’s about storytelling, that’s the core of our business, and we’re going to keep focusing on investing in the areas that make sense to the business and in our key categories,” said Connolly.
It’s Your Day will launch on a premium glossy stock with a $500,000 marketing campaign which includes samplers in Woman’s Day, TV Week, Take 5 and Good Health. There will also be a 15-second TV spot running on the Nine Network and a radio spot on Smooth FM.
“The look and feel is going to be very different to Woman’s Day, readers won’t be confused between the two. It’s a beautiful magazine, I would refer to it as joyful even. An easy-reading monthly.”
Bauer must be out of their minds launching a new print brand into a market that has been in continual decline for more than a decade, especially a magazine that looks like it was written with the 1950’s stay-at-home housewife in mind.
“Life your mood (by saying no!)” what absolute tripe! I’d love to know more about the future readers Connolly met with to soundboard such vapid content. Talk about out of touch.
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And you have a nice day as well.
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Closing “Your” magazine for this new “It’s Your Day” title? Doesn’t make any sense at all, but ok…
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Sorry but this looks like uninspiring crap. Nicole still on the cover, after all these decades and some cruise ships?
Nobody will waste their pennies on this and ‘storytelling’ involves paying good writers decent money to tell good stores. As if Fiona or Bauer are going to want to do that?
This will fail.
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Well I’m sorry but it looks so much like all the other awful mags around…I don’t know where the market analysis got their purchase cohort from or who guided the content areas, as to put yet another one of these mags out seems gobsmackingly a huge error of judgement and market misalignment.. What a shame it wasn’t something fresh, contemporary and targeting an audience lost such a long time ago. Some good news though, my frail mother aged 86 wants me to buy her one, so you may have spiked the interest by this age cohort who traditionally buy this sort of magazine but I’ve got to be honest, noone in my age group network are at all interested. I’m sorry but I simply just can’t see it gaining traction. Im happy to be proven wrong, I do wish you all the best as I have a feeling you are really going to need it.
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Where can I buy this magazine noone seems to have any yet have tried Woolworths, Coles, my local newsagent
Please advise where I can find a copy
0417422256
Thank you
Keren Hart
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I don’t know what age group you’re targeting, by the looks of all the comments, seems like you can’t please everyone. I think “It’s Your Day” is quite attractive, full page pics, two page layouts, interesting articles, with just enough Hollywood glitz and Australian life to cover all tastes. The puzzles are a bit of a bore… how about some real cryptic crosswords that keep you interested until the next issue? Well done Bauer-Media.
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This magazine is very similar to yours that was cancelled. Yours was a good magazine. So if they couldn’t make it work… in theory sounds good. Will have to work hard to make relevant.
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I love this magazine and want to subscribe. How can I do that? Can’t find any subscription information Thanks.
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