- The document discusses how Bauer Media uses cross-media platforms to reach over 19 million adults with their influential brands. It emphasizes building two-way conversations with consumers and adapting content for different technologies. - Radio is described as having a natural two-way relationship with listeners through call-ins, requests, and competitions. While technologies have changed, the core essence of radio remains the same - as a companion. - To take advantage of radio's strengths, brands must know their audience well and provide a unique benefit. Bauer Media believes radio's future is delivering excellent content however and whenever audiences want through various digital platforms.

2. Suggests the lifestyle Uses persuasive and
of the reader for the confident language,
convenience of the making the magazine
advertiser, allow them as convincing
to advertise platform of
effectively. advertisement.
Make use of
Examples of gaming
potentially useful
genres, and type of
statistic, giving an
fashion used, making
overview of how
it a useful suggestion.
much readers
consume of certain
products.

3. Predominantly male
readership, may be Images give example
due to heavy metal of how readers spend
lyrics and their leisure time, and
performance are gives stereotypical
often consistent of images of fans.
masculine and
machismo practices.
Buzzword
(acronym), which
advertisers will be Encourages
aware of—this refers advertisers to buy
to ‘household’ rights within this
income. magazine as the
The additional audience are
information may ‘exclusive’.
suggest that readers
will be able to afford
luxury items.

4. Examples of cross- Social media Contains technical
media, and online following, a popular information and
branches of the target for advertisers. buzzwords such as
magazine, displaying As ‘Circulation’ which, in
it’s popularity within regards to
the online world. magazines, means
how many are
distributed. This will
show how popular
iTunes—the largest
the item is.
online media and
music store, very Media associated
appealing to with Metal
advertisers. Hammer, giving
advertisers the tools
to reach this
Additional audience audience also.
targeted through Events are another
popular recent example of cross-
technology, Tablets & media and the
Smartphones. benefits given to
advertisers.
Confident, persuasive
language.

6. The readership is fairly equal A buzzword advertisers would
These statistics give
in terms of gender base, this be aware of, referring to the
advertisers the chance to
denotes that the genre of fact that almost 50% of the
show a wide range of products
music magazine is enjoyed readership is enjoyed by
as the audience is diverse.
fairly consistently across upper class to lower middle
genders. class.
This information
makes it more
The age range is
convenient of the
focused between
advertisers,
15-24 year old
allowing them to
primarily.
decide whether
their product is
suitable.

7. Shows prestige and allows the
company to seem reputable. The fact
that is described as the ‘biggest’
allows it to seems like the best Most mainstream
platform for advertisement. products target a
younger
demographic.
The idea of an
‘exclusive’
audience is
attractive to
advertisers. This
point also shows
the audience’s
Statistics which diversity.
give evidence to
Kerrang! as an This allows the
effective products to seem
advertising trustworthy by
platform. readers within the
magazine.
Meaning it is
perfect for bands to
advertise new
albums or gigs.

8. BAUER MEDIA ADVERTISING
• Reach more than 19 million adults with our influential brands.
Cross Media
As a broadcaster and publisher Bauer Media's challenge has been to anticipate consumer trends and work with technological developments to ensure
our content is available whenever, where ever and however.
To embrace the world where consumers have as much to say about what’s going on as our editors and programme directors. Therefore, our brands
position, their tone, and the innovation around platform development, is more about encouraging a conversation between brand and
consumer, around content they are interested in. Its also down to us to provide access points to where our consumers are and give them value
back when they get there. They, in essence then become our marketers are advocates in the way they recommend that content, whether it’s
sharing with friends or family, or adding something to it and expose across other social media.
Ultimately consumers spend time with any media brands because they see them as a trusted guides and they offer a personal recommendation and
tell them what they need to know. How media brands evolve and reflect the transient consumer is the tricky bit. As the supply chain of content
continually changes the consumer’s expectations have risen and a 2 way conversation is demanded more than the old push/pull mode. One
could argue perhaps that the opportunity for radio brands has never been better. Radio brands have always offered their listeners a 2 way
conversation from phone ins, requests and competitions. The essence of radio as a companion is a given. And like a companion it has a trusted
2 way dialogue already.Whilst lots has changed the essence of radio remains the same.
What have we learnt about radio’s strength in a multi platform environment?
Firstly – Radio is the perfect medium to create a close touch points and an on-going relationship with a demanding audience. As a medium it benefits
from being able to be spontaneous and ubiquitous and has a 2 way trusted relationship as a given.
Secondly – To take advantage of the medium’s strength you really need to know the audience and the unique benefit the brand can offer. At Bauer
Media, radio is core but we are platform agonistic.
We believe the future for radio is to continue to provide a multiplatform consumer experience. We aim to deliver excellent content to our audiences
whenever and however they wish: over AM; FM; DAB: on line; via Freeview; or Sky. Digital platforms offer a new level of flexibility that deepen
the relationship between audience and advertisers with ad-funded programming or delivering quality targeted listeners bonded by a lifestyle or
mood. It’s great to see other mediums and brands recognise the power of a 2-way relationship with your audience.Radio has evolved over time
alongside technological development- it has happened seamlessly.We must never take the inherent strengths of radio for granted but instead
as the market and consumer demands more radio brands are in a strong place and we should shout it from the rooftops.