Why Bauer Media is back on the acquisition trail after years of scale backs
This week Bauer Media announced it would acquire three magazines from News Corp. It was a move that could be considered unusual for the publisher, given previous closures and redundancies. Mumbrella’s Zoe Samios sits down with Bauer Media’s GM of publishing, fashion, luxury food and home, Fiorella Di Santo, to understand the acquisition.
When Bauer Media revealed it had acquired three media brands from News Corp – Inside Out, Country Style and Homelife.com.au – it was surprising, to say the least.
Just nine months ago, Paul Dykzeul, the German publisher’s new Australian CEO had sat down with Mumbrella, outlining potential closures and redundancies that would eventuate, in an attempt to create a modern publishing business.
Di Santo says the acquisition was about filling out the ‘home’ consumer journey
With all those “360 degree touch points” going on, together with all that “great content”, one wonders why readership figures and ad sale revenues continue to plummet across all Bauer’s Australian titles.
*scratches head*
What do they mean by ‘360 degree touch points’?
I think they mean, “we have no idea what we are doing, so let’s just spin off some meaningless corporate jargon catch phrases and hope no one notices what’s really going on.”
Good timing with the article and hearing Fiorella’s stating reasons for the Paper Giant in acquiring all those Home title magazines.
However, even with her explanations, I still stand with the belief that it wasn’t the wisest decision being made by senior management. If these titles do flourish in the current media landscape, I’ll eat my words.
Hmmm…real living as entry living – w/ $8K lounges – hardly!
Its so over styled its lost all elements of ‘real’
Homes+ wasn’t viable as the ad revenue wasn’t there – but it did provide that piece missing in current homes portfolio.
Watch the ad battle begin between Inside out and RL – cannibalisation much?
Agreed. When you seek to own a magazine vertical, all the efficiency is owned by the advertisers – publishers still have to do all the work to produce distinct magazine (contrary to repeated claims and attempts by publishers large and small, there are few savings to be made in pooling editorial resources because the editorial pages still need to be made) and the advertisers inevitably get incentivised to advertise across different titles by paying bugger all for them!
Everyone knows what the next purchase will be. Pacific’s slimmed down entertainment portfolio,
Another winning acquisition, no doubt — with magazine ad revenues projected to drop to below 300mil nationwide by 2021. Bauer would perhaps find it more prudent to spend that money on hiring competent legal counsel.
A complete and utter FARCE. The editor of Real Living was walked months ago, rumour has it she was not on board with this merger and didn’t want the titles going head to head with her own. Don’t blame her. Can you?
I predict they will close real living and inside out within a year. Why would News sell two brands to a competitor with less money and resources? Because they’re dogs that don’t make money. it’s pretty clear Bauer management are cursed, when will they make a good decision??
Nobody reads mags, what the hell are they looking to acquire. How do they even still exist???
Whats A Data?
If they have such strong 360 degree touch points, why would News limited sell them? Utter tosh.