Bauer Media to launch influencer network and new Women’s Weekly Food website

Bauer Media is launching its own influencer network, The Associates, as well as a food website for The Australian Women’s Weekly.

Jane Waterhouse, general manager at Bauer Media’s Story 54, told the audience at Mumbrella360 that all Bauer titles were on board with the new influencer network.

Nicole Byers, Jane Waterhouse and Paul Gardiner making the announcements at Mumbrella360

“Today we are pleased to announce the launch of The Associates which is our influencer network and this network is a combination of Bauer talent, industry talent, micro, macro and mega influencers,” Waterhouse said.

“It is a data-driven network where we’ll be pairing our advertisers with our brands and influencers to make sure that we’ve got the strongest commercial opportunity on the table when we speak to our clients.”

The new network will compete with the likes of Jules Lund’s Tribe and other influencer networks, which have been well established for a number of years.

Meanwhile, The Australian Women’s Weekly editor, Nicole Byers, who presented alongside Waterhouse and Bauer Media’s commercial director Paul Gardiner, announced a micro-website.

Byers said the website – Australian Women’s Weekly Food – would be launched soon.

The new influencer network will combine Bauer talent with broader industry talent, though no influencers were officially confirmed

“Our research told us that a lot of time-poor home cooks were overwhelmed by the number of recipes they found on other digital food sites. For them, it was really about finding a recipe that really works for the first time, every time,” Byers said.

“I’m pretty excited to announce this. Australian Women’s Weekly dot com dot au is coming soon. Australian Women’s Weekly recipes really are part of our national heritage and its been inspiring home cooks for generations. Not many children’s birthday parties in the 70s and 80s were complete without a fabulous Women’s Weekly cake.

“That legacy has only strengthened over time. Our soon-to-be-launched digital site Australia Women’s Weekly Food is welcoming, wholesome and 100% fad free.It’s diverse, but uncomplicated, it’s premium but it’s unpretentious, and the recipes that have all be triple tested so our audience really know that they work.”

The announcements were the latest digital push for the German-owned publisher, which has been attempting to create a modern publishing business under CEO Paul Dykzeul.

In the past year, the publisher has scaled back its print operations in favour of digital networks, sold a number of magazinesrestructured management teamsaltered its digital strategy and launched content division Story54.

Just last week though, Bauer acquired three ‘home’ titles from News Corp.

Dykzeul has previously told Mumbrella the publishing business is not in trouble, and is just adjusting.


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