Bauer is a large German publishing company based in Hamburg, which operates in 15 countries worldwide. Since the company was founded in 1875, the Bauer Publishing Group has been under management by the Bauer family for four generations. Bauer was originally a small printing house, The Bauer Publishing Group has developed into a worldwide publishing and media company. empire comprising of more than 250 magazines in 15 countries that are: Austria, China, Czech Republic, France, Germany, Hungary, Mexico, Poland, Portugal, Romania, Russia, Slovakia, Spain, United Kingdom and USA where its worldwide offices are located.
The Bauer Publishing Group comprises 282 magazines worldwide in 15 countries, as well as TV and radio stations. Bauer started in the UK with the launch of Bella magazine in 1987 and as H Bauer Publishing became Britain's third largest publisher. Worldwide circulation of Bauer Publishing Group's magazine titles amount to 38 million magazines a week. Collectively, the Bauer Publishing Group employs some 6,400 people and has a 2007 turnover of 1.79 billion Euros.
I am going to analyse Bauer Media, which in 2008 became a division of the Bauer Publishing Group; Europe’s largest privately owned publishing group based in Hamburg, Germany, and the titles that it publishes. Bauer Media is a widely rewarded and acclaimed multi-platform UK-based media group consisting of numerous companies that are established around two main sectors – magazines and radio.
Their business is built on influential media brands that connect with millions of readers to create relationships through their diverse range of magazines, when and where ever the readers want. In 1953 came the launch of the fishing magazine Angling Times, in 1994, a magazine named For Him Magazine was bought and now is the centre of the best-selling, international multi-platform brand FHM. Closer was launched in 2002 and Britain’s first weekly glossy magazine, GRAZIA, was launched in 2005.
Their business is built on influential media brands that connect with millions of readers to create relationships through their diverse range of magazines, when and where ever the readers want. In 1953 came the launch of the fishing magazine Angling Times, in 1994, a magazine named For Him Magazine was bought and now is the centre of the best-selling, international multi-platform brand FHM. Closer was launched in 2002 and Britain’s first weekly glossy magazine, GRAZIA, was launched in 2005.
The Bauer Media’s portfolio of magazine brands caters for its audiences, providing them with high quality content whenever they want it. The Bauer Media Group’s range of magazines includes many of the UK’s most recognised magazines for youth, men and women audiences.
Their youth magazine brands consist of magazines such as ‘Zoo’, ‘Match!’, ‘More!’ and ‘Heat’ to “entertain, inspire and engage the youth marketplace”. Magazines conduct market research to build a demographic profile of their readers. These are their reader’s statistics.
Youth 15-24: 3,123,000 - 39.2% of population
Youth 15-34: 5,352,000 - 34.2% of population
Youth ABC1: 15,902,000 - 21.4% of population
The Bauer Media Group’s men’s portfolio produces magazine titles which have obtained a 33% share of the sector. Magazines such as ‘FHM’ is the leading men’s lifestyle magazine that is currently in print. ‘Zoo’ is the men’s weekly magazine. These are their reader’s statistics.
Men 15+: 5,272,000 - 21.9% of population
Men 15-34: 2,679,000 - 33.7% of population
Men ABC1: 3,128,000 - 23.4% of population
Their youth magazine brands consist of magazines such as ‘Zoo’, ‘Match!’, ‘More!’ and ‘Heat’ to “entertain, inspire and engage the youth marketplace”. Magazines conduct market research to build a demographic profile of their readers. These are their reader’s statistics.
Youth 15-24: 3,123,000 - 39.2% of population
Youth 15-34: 5,352,000 - 34.2% of population
Youth ABC1: 15,902,000 - 21.4% of population
The Bauer Media Group’s men’s portfolio produces magazine titles which have obtained a 33% share of the sector. Magazines such as ‘FHM’ is the leading men’s lifestyle magazine that is currently in print. ‘Zoo’ is the men’s weekly magazine. These are their reader’s statistics.
Men 15+: 5,272,000 - 21.9% of population
Men 15-34: 2,679,000 - 33.7% of population
Men ABC1: 3,128,000 - 23.4% of population
The Bauer Media Group’s women’s portfolio is made to cover a large range of topics to appeal to the audience. ‘Heat’ and ‘Closer’ deliver celebrity news and gossip. ‘Grazia’ delivers designer fashion and glamour to its audience. Yours’ delivers lifestyle topics for women aged 50+ every fortnight. Also, Bauer Media publishes titles such as ‘Mother & Baby’ and ‘Pregnancy and Birth’ for parenting advice for women. These are their reader’s statistics.
Women 15+: 4,994,000 - 20% of population
Women 15-34: 2,673,000 - 34.7% of population
Women ABC1: 2,774,000 - 19.6% of population
In addition, Bauer Media also has the leading entertainment and music titles in the UK market. Examples are ‘Kerrang!’, a weekly rock music magazine, ‘Mojo’, a magazine operating for undying music and one of the most known brands, ‘Q’ which is all about connecting to the audience with music and its lifestyle. ‘Empire’ magazine not only continues to impress with its extraordinary front covers, but also is the market leader for all movie magazines.
Women 15+: 4,994,000 - 20% of population
Women 15-34: 2,673,000 - 34.7% of population
Women ABC1: 2,774,000 - 19.6% of population
In addition, Bauer Media also has the leading entertainment and music titles in the UK market. Examples are ‘Kerrang!’, a weekly rock music magazine, ‘Mojo’, a magazine operating for undying music and one of the most known brands, ‘Q’ which is all about connecting to the audience with music and its lifestyle. ‘Empire’ magazine not only continues to impress with its extraordinary front covers, but also is the market leader for all movie magazines.
By targeting different audiences, in age groups, social classes, and gender, Bauer Media can benefit from more income from an even bigger variety of advertisers as well as send its company into a bigger market by targeting niche audiences and building a reputation in those markets. In addition, it targets a different audience each magazine it makes so that it does not produce two of the same type of magazine that will compete with each other in the market. Although Bauer Media may publish magazines of a similar kind, each is unique in its own way. For example, 'Empire' is the only magazine that focuses on movies, 'Mojo' is a music magazine that focuses on the classic rock genre, and 'Kerrang!' is also a music magazine however it focuses on the nu metal genre.
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