Bauer Media Group publishes several niche magazines, most of which target older audiences. Their magazines focus on steam trains, bird watching, gardening, and Land Rovers, all of which appeal more to older, traditional audiences. Only their trial running magazine breaks this trend of older readers. The Underground magazine may not be a good fit for Bauer as its target youthful audience would be less loyal consumers than the older audiences Bauer typically attracts.

1. O T H E R N I C H E M A R K E T M A G A Z I N E S T H E Y P R O D U C E A N D
S I M I L A R I T I E S B E T W E E N T H E M A N D T H E U N D E R G R O U N D
BAUER MEDIA GROUP

2. WOULD BAUER MEDIA GROUP ACCEPT
A MAGAZINE WITH SUCH A NICHE
AUDIENCE
• For this question I have decided to analyse the
magazines that Bauer media group publish that fall
under the characteristic of niche. The reason I am
doing this is all part of the analysis of whether the
decision to go with Bauer media group was the
correct one as with them being a large institution
that will have the primary focus of profitability they
may not accept a niche magazine like the
underground to be part of their collection. The
magazines from Bauer that I will be comparing
against mine are steam railway, bird watching, land
rover, garden news and trial running

3. STEAM RAILWAY
• Built on the niche market of train followers that focus their hobby
around the steam sector. The steam railway magazine will have a
very small market to try and win over, much like my underground
magazine. This would be positive news for my magazine as I
shows ha Bauer media group may be open to introducing
another niche market magazine to the company portfolio.
However there are some major difference within the audiences
of the my magazine and steam railway and that is that steam
railway have an audience that will be built up of older men who
will be more of hedgehog thinkers than fox thinkers. The would fit
into the young and Rubicam model of the Resigned meaning
that they would be more loyal to a certain product unlike the
audience of my magazine who will be built up more around the
young and Rubicam model of the explorer who would prefer to
experiment with different products than perhaps stick with just
one. The experimental nature of my magazines target audience
would run a risk for Bauer media as it could potentially make the
magazines risky due to the unreliable audience of the magazine.

4. BIRD WATCHING
• Bird watching is much like the steam railway
magazine whereby the majority of those that would
read the magazine would again be more
hedgehog thinkers and of the older generation
within society. This begins to highlight a certain
trend within the sort of niche markets that Bauer
media group publish, they seem to prefer the niche
markets that are based around older generations.

5. LAND ROVER OWNER
• According to Bauer media group “Land Rover Owner is
the world’s best-selling Land Rover and Range Rover
magazine, packed with inspirational adventures and
expert advice on running the world's greatest 4x4s.”
Land rover Owner is a magazine that is aimed at an
income bracket of A-C as land rovers and range rovers
are typically more further up in the scale of price. The
land rover is a market that can stretch from a younger
audience of early 30’s and upward. Once again the
older audience would stick to the brand because of
their possessive traits that would inspire brand loyalty as
they will pay a higher price for the magazine whereas
my younger audience would not be as willing to spend
as much as my cover prices would perhaps rise up to in
later issues.

6. GARDEN NEWS
• This is another niche market that is based around an
older culture that would evolved from world war
periods where women and men would grow their
own foods in their back gardens. This suggests the
more traditional way of thinking and links back to
the method that Bauer media seem to adopt
where by they go for the more established niche
markets than the newer ones that younger
generations would be attracted to.

7. TRIAL RUNNING
• Trial running seems to be the only magazine that
breaks the trend of a typically older audience
within the niche magazines that Bauer media group
publish. This is hopeful news for the underground
due to the similarities in age groups that may take
part in such an activity.

8. CONCLUSION
• After analysing the niche magazine that Bauer
media produce it is clear that they prefer the more
established niche markets that have an audience
of older generations. Due to their more traditional
way of living that entails a more possessive
personality meaning that they are more likely stay
with the magazine rather than the younger minds
that would listen to the music that the underground
promotes. They are more likely to be a little more of
the Young and Rubicam explorer type who would
not stick with one brand but may move around
many.