Bauer Media’s Jane Waterhouse on two years of Story54
It’s been just under two years since Bauer Media launched Story54, a storytelling division which helps advertisers connect the dots between their brands and female audiences. General manager Jane Waterhouse spoke with Mumbrella’s Hannah Blackiston about Story54’s growth, her favourite content from the last two years and why Story54 never wanted to be King Content.
*Ed note: This interview was conducted before the COVID-19 pandemic restrictions and business implications
In February 2018 Bauer Media announced it would be launching its own content marketing arm. Story54, it promised, would allow brands to connect with female audiences, Bauer’s bread and butter, in a new way – led by the journalists who speak to them every day.
Content marketing became a very popular avenue a couple of years ago, but Jane Waterhouse, Story54’s general manager, thinks the success of the business has come from knowing what unique opportunities it presents to the market.
