‘Bauer Media is a division of the Bauer Media Group’ Bauer is a tremendously successful magazine publisher claimed as the ‘largest privately owned publisher in Europe’ due to its publishing in various countries such as France and Germany but also globally in the United States. Originally founded in 1875 by Johann Bauer as a printing house, it is now known for its worldwide publishing empire publishing 323 magazines in 15 countries with an annual turnover of 1.79 billion euros and in 2010 with 2.03 billion euros.
With its links to various promotional brands Bauer media is able to reach millions of UK audiences through their multiple media channels through online, TV and radio. It’s accomplishment in the media is due to all its influential media brands which allows a range choice of interests including, music, fashion and celebrities.
All the different choices enable Bauer to target many different audiences where MCN attracts men interested in bikes. Kerrang! attracts audiences interested in the music industry especially rock. Heat provides the nation with the latest celebrity gossip through their radio and magazines and GRAZIA for their take on the fashion industry.
Bauer is also the face of the UK’s largest consumer magazine providing its purposes for women’s weeklies, interest, lifestyle, TV listings, puzzles, men’s lifestyle, music and film and specialist magazine markets
The first magazine published by Bauer in the UK in 1987 was ‘Bella Magazine’ which consists of real life editorials which reached across to the women’s market. In 1990 they launched another magazine ‘Take a Break’ which also appealed to millions of women for its take on real life and competitions and therefore gained its status as Number 1 selling over 1 million copies a week. We can see through the different types of magazines that their target audiences are presumably middle aged women due to the messages and stories they seem to be spreading in these specified women titled magazines.
In the same decade the company published TVQuick, that’s life! and TVChoice, all of which are TV magazines. With the launches of TV magazines this is bound to attract the majority of the nation since it is the most successfully selling magazine for both men and women.
Due to their various titles, Bauer is able to pull in a large audience thanks to the size of their organisation with its branches of different themed magazines.
To make it into a successful publisher, the magazines on promotion must attract as many people as it can therefore Bauer’s achievement is due to their expansion of a range of magazines that can attract different niche markets and large markets at the same time. For the magazines such as ‘Bella’ and ‘Take a Break’ it is obviously aimed at women. These women are targeted in particular possibly because women tend to buy magazines more often than men would and with its appeals to emotions it’s a great way to get women into buying these magazines every week as Bauer newly invented a magazine directly aimed at real women unlike the magazines about celebrity life.
For the TV listings this is bound to be the most profitable magazine as it can target both men and women because it will provide a lot of information and special notices about what will be shown on the TV before it can be seen and also because it’s a weekly magazine.
The reason why I think Bauer tries to target different audiences with each of their magazines is so that it is widely spread to a large market on a whole without losing specific audiences as each type of magazine can easily connect with the audience whether they are youth, men or women.
Although some of Bauer’s magazines may be similar especially the ’women’s weeklies’ they all have a uniqueness which sets them apart and therefore the magazines from the same publisher won’t have to compete with one another too much and instead is able to become as successful as the other. Also because of it’s wide range of different magazines whether its ‘women’s weeklies’ ‘TV listings’ or ‘puzzles’ whichever deems more of a success than the other Bauer will still profit no matter what as they are able to take in a large audience who are targeted through the different magazines.
Because of the large access of media sources and also the range of topic interests and its other connected companies, Bauer would try to target all different audiences with each of their magazines to gain the success of distributing all their magazines otherwise if they only relied on one magazine- meaning one targeted audience, they would struggle because of the limited targeted audience.
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