Research: Industrial Context - The Brand

Bauer Media 

About the Brand

"Bauer Media Group is one of the world’s largest privately-owned media business with media assets all over the globe. Founded in Hamburg in 1875 and now in its 5th generation of family ownership, the Bauer Media Group reaches 200 million consumers worldwide and operates in 13 countries including the Czech Republic, Denmark, Finland, France, Germany, Israel, Norway, Poland, Slovakia, Spain, Sweden, UK and USA and has 15,000 employees. "

-Bauer Media UK is part of the wider Bauer Media Group and is the No.1 UK Publisher and the No.1 Digital Commercial Audio broadcaster.

-No other media owner has the range and diversity of brands and audiences that Bauer has, it is this breadth and depth of cultural connections with audiences that makes Bauer different

- UK’s biggest selling magazine publisher, creating iconic and influential magazine media brands for diverse, passionate audiences. 

-Women’s Weekly magazines include Take A Break, which has long been the UK’s best-selling women’s weekly title, and TV Choice, the UK’s biggest selling magazine

Media Packs

The Bella Pack:

Readership:

-Bella Reader loves gossiping with friends over a glass of wine, having fun and watching her favourite shows.Examples of the types of shows she may watch are loose women or This morning. She is a busy mum who may work full or part time. She is often happiest watching the Saturday Night TV with her family. She will be interested in looking good and so Bella's beauty and fashion pages are a big hit with her.

Real life:

Bella's real-life pages are filled with heart warming emotional inspirational stories about subjects close to the readers hearts for example weight loss stories from women completely transforming their lives, crime reports, and tales of love and reunions. In doing this Bella connects to the things going on in the readers world

Celebrity Gossip and News:

The Bella readers loves to know what her favourite stars are doing off screen 

Fashion and Beauty:

Bella knows what its readers are looking for in its fashion pages and so it includes affordable up to date accessible fashion. The pages are filled with how to wears, celebrity styles to copy and latest trends. The beauty pages are filled with must have products because the Bella reader likes to treat herself

Diet and well-being:
They work with big brand diet names because the Bella reader is very keen on maintaining good physical health. The health features cover all subjects important to the reader for example how to survive colds and flu.

Cookery:

Features the latest most exciting cookery books by celeb chefs and trusted cooks to giver readers easy recipes to follow

Lifestyle-Travel and Home

filled with stunning products and trends to keep rooms looking fresh and modern. Travel pages show gorgeous destination so readers can daydream

Ad rates:

Full page-£18,150

IBC: £19,250

OBC: £20,900

DPS: £36,300

That's Life! Media Pack

Intro:

That's life pack combines real life stories with classic women's weakly editorial and a sense of humour. That's life is an empowering magazine with lots of character and is one of the most engaging magazines in the market. 

FACT: that's life once asked readers to send in their bras for a charity to send to women in Africa

Mission:

That's life is the third bestselling women's weekly magazine on the news stand. Often the readers are busy mums or workers ho want a little more out of life. It is for the younger women's weekly reader and it has attention grabbing cover lines with a light-hearted tone to attract the readers. The true life stories are empowering and full of humour an reality. It has a high degree of reader loyalty which the magazine pride itself on.

The reader:

the readers of That's life are savvy and have a real sense of humour. Many have faced adversity in their lives and turn to this magazine to share their experiences

C2DE demographic

Ad Rates:

Full page: £10,900

IBC: £11,445

OBC: £12,500

DPS: £21,800

Case Studies

Grazia with the NHS getting the right tone in Lockdown

The challenge:

-Lockdown affected the behaviour of everyone in the UK when the deadly pandemic hit and so Grazia needed to act fast to make sure they remained relevant and insightful during these times.

The Idea:

Incorporating the right tone of voice was the key element for this idea. Instead of going for the normal glossy, celeb magazine cover the idea was for Grazia to respond to the crisis with a celebratory issue dedicated to the front line NHS workforce as a way for showing their huge gratitude for the selfless dedication to the UK population that the healthcare workers were showing.

Execution:

Four different covers were created for the issue each featuring a different NHS healthcare worker and the images were uniquely photographed in NHS car parks maintaining social distancing

Absolute and Magic Partner with Tourism New Zealand:

The challenge:

New Zealand is known for its stunning Landscapes and iconic scenery. Tourism New Zealand needed to stand out and showcase the unique difference it has to offer.

The objectives:

1- Increase awareness and desire

2-Increase the perception of New Zealand for a holiday

3-Increase holiday booking to New Zealand

The idea:

They wanted to use an old medium(radio) in a new innovative way bring the iconic Kiwi accent and warm local voices into the homes of 10 million listeners across the UK. TNZ partnered with Bauer Media sending two well loved radio Hosts to New Zealand where they broadcast their experiences live to the UK.