Bauer Media case studies and information

1. BAUER MEDIA
Candidate number: 5098
Centre number: 16607

2. BASIC INFORMATION
■ European-based media company headquartered in Hamburg, Germany.
■ Manages portfolio of more than 600 magazines, over 400 digital products and 50 radio
andTV stations around the world.
■ CEO:Yvonne Bauer
■ REVENUE: 2.316 billion EUR (2015)
■ Bauer Media UK is an entertainment of iconic, multi-platform brands.

3. When were they E ST A B L I S H E D ?
■ Founded in Hamburg in 1875
■ Through development, now in its fifth generation of family ownership, operates in 20
countries including the UK, Germany, Poland,Australia, New Zealand and the USA.
■ It has 11,000 employees in 17 countries.

4. Who o w n s them?
■ BauerVerlagsgruppe has been managed by five generations of the Bauer family.
Originally a small printing house in Germany, Bauer Media Group entered the UK with
the launch of Bella magazine in 1987.
■ They then further expanded in the UK with the purchase of Emap Consumer Media
and Emap Radio in 2008.
■ The group acquired Australian magazine publisher ACP Magazines from a London-
based private equity firm, CVC Capital Partners, in 2012, which increased the
company’s turnover to more than £2 billion EUR
■ In November 2010, Heinz Heinrich's daughterYvonne Bauer became CEO and 85%
owner of the Bauer Media Group after joining the family business in 2005.
o Yvonne Bauer (CEO and 85% owner)
o Jorg Hausendorf
o Harald Jessen
o WitoldWozniak

5. What n o t a b l e m a g a z i n e s do
they produce?
This is a sample of the magazines Bauer publish.The sample has a wide range of magazines, this
helps with its revenue stream because they cater for multiple tastes. Grazia and Heat cater to women,
FHM caters to men, Kerrang caters for the rock genre of music, as well as various hobby magazines.
This allows for a greater profit as it is not limited to only one type of magazine.

6. How are they addressing the downturn in
magazine sales?
 Due to the development into more interactive digital magazines and sources of entertainment,
magazine sales have decreased.
 Bauer Media does not just offer digital magazines, but have the ‘entertainment hub’, ‘planet radio
offers’ and a thread called ‘greatmagazines’ (which was launched in 2003 specialising in subscriptions
and single issue sales in both print and digital magazines.
 They have been successful with some magazines, in which they continued to print them, however those
with lower ratings, they were forced to close.

7. Bauer Media Group’s leading magazine titles
ranked by total net circulation in the UK July
– December 2017
This statistic displays a ranking of
magazine titles published by the Bauer
Media Group in the United Kingdom in
the second half of 2017 based on their
total net circulation figures.With
roughly 1.2 million copies in circulation,
weeklyTV listings magazineTV Choice
was the publisher's most successful title
in the period of consideration.

8. ■ The Hub secures prime filmed 1-1
positions on the biggest red carpets and
backstage at celebrity events with the
understanding that the visual and audio
content is syndicated across all brands.
■ The Hub has joined up Entertainment
news across the new look Hits Radio
Network producing individual
entertainment across the day and longer
packages for use overnight.
■ Examples;
– The Q Awards & the Empire Awards
– Mojo Madonna Exclusive

9. C O – O P
‘The Big Christmas Sing’
■ https://www.bauermedia.co.uk/case-studies/the-big-christmas-sing
■ The challenge was to communicate that Co-op brings communities together at
Christmas, rewarding both the customer and their community.
■ The insight; Inspired by choirmaster Gareth Malone andTV shows such as Gary
Barlow’s Shine, the UK has seen an explosion of interest in community choirs, with well
over 25,000 across the country.They used this to gain audience interests.
– “Singing is a powerful social glue. Listening to music and singing together has been
shown in several studies to directly impact neuro-chemicals in the brain, many of
which play a role in closeness and connection. Singing in second-biggest group
activity after sport.”

10. Results

11. Halifax Reward Squad
■ https://www.bauermedia.co.uk/case-studies/halifax-reward-squad
■ Bauer brands have incredibly loyal audiences who love rewards.
■ Nearly a quarter of our audience would follow a brand or company on social media if
there’s a reward, and a third of them say a reward is important when choosing to share
something on social media.
■ The insight;A team of Bauer talent and Halifax staff went out and about across the UK
and rewarded deserving listeners for their good deeds. EG- a man who is a full-time
carer for his mum got a complete makeover on his bedroom.
■ This made people feel gracious and happy towards the brand through being given
something.Almost like a physical and emotional bribe. It made the brand very
recognisable

12. Results