Bauer Media launches ‘one-off’ health and fitness magazine to ‘explore new opportunities’
Bauer Media has launched a new one-off health and fitness magazine, Happi Yoga, which is aimed at millennials as it looks to explore new ways of bringing new brands to market.
The magazine, which saw its only edition launch last month, focuses on yoga, health and fitness, mindfulness, fashion, beauty, travel and nutrition.
A Bauer Media spokesperson told Mumbrella: “The magazine is targeting the $1b yoga market and the more than two million Australians who participate, as well as those actively considering taking it up.
Aimed at the 5.2m Australians aged 20 to 35 who want to engage with content and brands that align with their interests and values, the magazine is the result of extensive research, as Bauer looks to explore new commercial opportunities and different methods of bring new brands to market.”
It comes as the category continues to struggle, with the circulation of Pacific Magazines’ Women’s Health down 19.2% from 70,009 to 56,598 while stablemate Men’s Health saw its circulation drop from 50,011 and Bauer Media’s Good Health slipped by 18.7% from 55,381 to 45,044.
In August, Pacific Magazines’ ceased publishing Prevention with the license reverting back to Rodale. At the time of the announcement it was understood Rodale was set to announce a new publisher for Prevention in the Australian market “soon”.
For Bauer, the launch is set against a backdrop of staff churn, with a number of redundancies and departures as well as hires, including the most recent redundancies at Bauer Xcel, the departure of digital boss Carl Hammerschmidt, the exit of Bauer’s head of custom Niall Murphy and the axing of Bauer Xcel’s general manager of operations Marcelo Silva.
The company has made some local appointments, hiring Jane Waterhouse as general manager for consumer at Bauer Xcel Media, appointing Fiorella Di Santo as sales director and, most recently, appointing Carat group business director, Warwick Taylor, to the new national role of director of media solutions.
Happi Yoga has a national distribution and is priced at $9.99.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
Linkedin
Interested in Yoga and Health Millenials may be. Interested in Magazines, they are not.
User ID not verified.
are you yoda?
User ID not verified.