Bauer Media rebrands as Are Media

Mercury Capital has announced the new title for the Bauer Media properties it acquired earlier this year. The new title for the existing content and experiences company is Are Media, representing the ‘key foundations’ of the business – audience, reach and engagement.

In a media announcement, Mercury Capital said the Are branding represented ‘being present’ and ‘a quiet confidence that reflects the position as the market leader with a rich heritage in storytelling’.

Are Media. We are Here. Be captivated. from Bauer Media Advertising on Vimeo.

A new ‘Be Captivated’ brand positioning has also been unveiled, recognising how the company’s audiences ‘savour’ and ‘soak up’ its content and experiences.

Brendon Hill, CEO of Are Media, said the business is focusing on its strengths.

“With new ownership and a new identity comes a refreshed and reinvigorated focus, one which embraces our existing strengths while allowing us to innovate and move into new areas,” said Hill.

“We will continue to deliver captivating, premium magazine content and experiences across print, digital, books, rewards, events and TV, connecting six in ten Australian women with commercial partners each and every day.

The new visual identity communicates a leaning in, a joining up with the central strength of the letter R, anchoring the connection between audience and engagement with our brands and advertisers”.

Hill went on to say the rebrand was ‘employee-led’ and marks a new era for the media company.

“Today commences a new chapter for our business. I want to thank the entire team for their collaboration in developing our new identity and for their ongoing passion and dedication to Are Media.”

A number of titles have been closed by the publisher this year, including Harper’s Bazaar, Elle, InStyle, Men’s Health, Women’s Health, Good Health, NW and OK. Bauer Media announced in 2019 it would be acquiring Seven’s Pacific Magazines, with a number of staff stood down during the process and Bauer choosing to exit New Zealand. Mercury Capital has since announced it will return to the market.

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