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.


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.”


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