Bauer Motoring Titles join Bauer Trader Group

Bauer Media Group has confirmed its motoring titles will join the Bauer Trader group and relocate from Sydney to Melbourne.

The announcement:

Bauer Media Group today confirmed its motoring titles – Wheels, Motor, Street Machine, 4×4 Australia, Australian Motorcycle News and Australasian Dirt Bike – will join the Bauer Trader group.

The mastheads and their teams will relocate to Oakleigh (Melbourne), Victoria, from Sydney to work alongside Bauer Trader’s existing motoring, motorcycle, marine and RV titles.

New Zealand Motorcycle Trader and Trade-A-Boat, until now based in Auckland, will also move to Oakleigh.

This single publishing unit will better support the motoring titles’ continued growth across print and digital platforms.

For example, significant cross-over already exists between Bauer Trader’s marine, motorcycle and motoring titles, with clients including Toyota, Honda, Yamaha, BRP and Suzuki active across at least two and in many cases all three genres.

Following discussion with staff Auto Action will remain in Sydney as it is a better fit with Bauer’s sport portfolio. The Auto Action sales team will however merge with the broader motoring titles’ sales force under the Bauer Trader banner.

Top Gear Australia – a joint venture published by Park Publishing with BBC Worldwide – is not affected and will remain in Sydney. Bauer Trader Media Chief Executive Keith Falconer said: “As a single publishing group we can align our mastheads to better serve the motoring, motorcycle, marine and RV markets. It also means we can strengthen their brand footprints across all platforms – print, digital and video – while maintaining their high quality content and providing advertisers simple and wide-reaching marketing solutions.”

In a typical month, Bauer motoring group titles will reach 1.2 million* Australians, unduplicated. In a year, the group will reach 32%** of all car enthusiasts and 38%** of all male car enthusiasts.

The Bauer motoring group – including motoring, trucking, 4WD and bike titles – sells on average 250,000 copies each month and well over two million per year.

The motoring group forms part of Bauer Trader’s extensive specialist portfolio which also includes Deals on Wheels, Unique Cars, Caravan World, CamperTrailer, Motorcycle Trader Earthmovers and Excavators, Farms and Farm Machinery and Trade-A-Boat.

In a typical month Australian consumers will buy 329,220 magazines, or over four million magazines per annum, from the Bauer Trader group.

Reference sources: ABC, June, 2013 *emma™ conducted by Ipsos MediaCT, June 2013 **Roy Morgan, June, 2013.

Source: Bauer Media press release


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