Bauer looks to drive digital growth with creation of global Xcel Media division

Bauer Xcel Media Bauer Media has announced it will separate its print and digital divisions globally creating a new Bauer Xcel Media division.

The Bauer Media Group today announced it will implement the new strategy, which it began in August 2014 in the North America, in all its markets including Australia.

Director of Bauer digital Carl Hammerschmidt is thought to be the likely candidate to head the Australian Xcel division, which is understood to be charged with growing the magazine group’s meagre digital revenues.

In the US, the move has led to greater autonomy in the digital assets, compared with the current model where print magazine editors exert significant control over the online properties in the current setup.

In the global announcement Bauer board member Andreas Schoo said: “The creation of this division marks Bauer’s acceleration as we invest with global ambition in this digital space with a single customer view across Bauer Xcel Media.



“We believe that having separate focus behind our print and digital businesses will allow us to achieve significant growth in digital whilst continuing to drive our successful print business forward.”

Comment is being sought from Bauer Media Australia about the local implications of the announcement.

The global release states: “Bauer Xcel Media will focus solely on digital development and growth with Bauer’s ambition to take advantage of local opportunities and scale them globally, leverage learnings, best practice and build original and innovative data-driven products centred on audience needs.”

Hammerschmidt has been with Bauer for five years and was previously with SBS as an executive producer online.

Mumbrella also understands that Bauer Xcel Media will be on the hunt for new digital acquisitions in an attempt to catch up to other digital publishers with the group’s online revenue thought to be less than quarter of other rivals such as Fairfax.

The announcement comes less than a month after Bauer Media announced that it would be taking over full trading responsibilities for its entire Australian digital inventory from former partner Mi9.


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