Bauer launches new offering Reinvention targeting 45+ women
Bauer Xcel Media’s Now To Love network has launched Reinvention, a new section of its Now To Love site, aimed at women aged 45 and older.
The site will aggregate content from Bauer’s Australian Women’s Weekly, Good Health magazine and Yours magazine.
Reinvention follows on from the launch of Now To Love last month as the final site in Bauer Xcel’s To Love Network.
Jane Waterhouse, Bauer Xcel’s GM of consumer and innovation, said Reinvention would feature long form content including native advertising.
She said: “We’re not going down the news path here, that’s not what this is about, we’re not trying to fight in there, there’s no point. Its more holistic and bit of tongue in cheek but as well as some expert advice and a slightly softer environment with a longer read and an online female focus.”
She said: “The opportunity here for us is doing a lot more long form, in terms of the native responses too because we know that this reader is likely to spend more time on a topic that engages them.
“Women are interested in a topic and if a topic is covered well, is well researched and has the right voices in it, they’re not as concerned whether it has a commercial element to it, it’s more about the content,” she said.
Waterhouse: “We’re not going down the news path”
Media personality and former Women’s Weekly editor Deborah Hutton will contribute to the section as editor-at-large.
Hutton: “Their own private Google”
Hutton said: “It is about supporting women and giving them the resources to take that fabulous next step.
“By creating and coming together with Reinvention in amongst Now To Love, we are supplying them with their own private Google in a way that really taps into where they’re at and it blocks out all the other stuff that they’re not interested in.
“They want to engage longer, they actually want to sit there and if its really good content and engaging content that’s speaking to them they want more of it, they will make time to engage with it on a much stronger level. If it’s something that’s really resonating and really hitting the mark then they will stay there,” Hutton said.
Waterhouse argued that many media agency buyers do not properly understand the 45+ market. She said: “A lot of the market is still talking to women in this category as though ‘well, you know you better start wrapping it up, prevent yourself from dying because it’s going to happen’ and there seems to be this huge gap where it goes into aged care or prevent-yourself-from-dying kind of stuff.
“We really interrogate our briefs in this new brand experience department in Bauer Xcel and are pushing back on agencies to then push back on their clients or clients direct, to give us the real strategic objectives within a brief so that we are delivering really strong content that gets that high engagement.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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verb (used with object)
1. to invent again or anew, especially without knowing that the invention already exists.
Need I say more…
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LOL. Keep trying. If that’s what you’re doing.
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The only way that heading makes sense, is if you remove the ‘+’ symbol, cause I think that’s the potential size of the audience.
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Can Bauer be anymore tragic?
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I’ve done some audience modelling.
I think they are being conservative with their audience potential. I think they may even hit 60!
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I’ve already got “my own private Google”. It’s called Google.
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