Bauer Media brands now reach six in ten Australian women; subscriptions surge

Bauer Media’s expanded portfolio of 43 brands now reaches six in ten Australian women each month, with the publisher leading in the fashion, beauty, homes, health and lifestyle categories.

Following the Pacific Magazines acquisition, Bauer has extended its reach to more than 6.5 million women each month, across magazines, websites, video, social, customer reviews sites, podcasts and experiences.

The addition of brands including Better Homes & Gardens, marie claire, New Idea, Who and that’s life! to Bauer’s portfolio means the combined monthly print readership reaches 6.8 million^. Across the digital channels, Bauer’s 4.7 million+ monthly audience has been boosted by Pacific’s 3.1 million**, with combined social connections now more than 30.5 million.#

Brendon Hill, CEO of Bauer Media said: “Following the integration of Pacific Magazines, we now reach more than half of Australian women each month through our expanded portfolio of brands. Across a number of key categories in print, digital and social, we are the leading media company delivering trusted and targeted content.

“Our increased reach and deep understanding of how brands can effectively connect with Australian women is needed now more than ever. Changes in sentiment and spending priorities are driving advertisers to rethink their approach, and through our ongoing research we have unique insights into how women are navigating the new world to help inform their strategy. We look forward to working with commercial partners to maximise their investments and engage with our audiences across the new portfolio.”

Subscriptions and audience surge

As Australians turn to magazines for escapism and inspiration, Bauer has seen a surge of more than 60% in their subscription sales over the past month. The Australian Women’s Weekly recorded a subscription increase of 97% in past 30 days compared to the previous month, while Woman’s Day is up 81%, Take5 is up 87% and Country Style rose by 77%, showing Aussies love of printed magazines remains strong.

As consumers seek out ideas to keep them busy during isolation such as new recipes, puzzles, and tips for the home and garden, magazine subscriptions have rocketed by 111% over the past 30 days vs the same period last year.~

In addition to some of Bauer’s biggest brands enjoying subscription boosts, audiences across its digital platforms were also up 30% YoY for March.+ Now to Love recorded a unique audience of 1.6 million, with a +86% increase in page views at 17.2 million YoY according to Nielsen Digital Content Ratings. Other sites delivering increased unique audience include Homes to Love up 28% YoY, Women’s Weekly Food up 101% and Gourmet Traveller up 11%. Digital audiences for ELLE and Harper’s BAZAAR were also up 37% and 97% YoY respectively.++

Bauer Media director of sales Andrew Cook added: “In times of uncertainty people return to the things they know and love which is why we’ve witnessed a sizeable increase in consumers taking out subscriptions to many of our magazines. What’s even more pleasing is these new subscribers are also investing for the longer term, moving away from three-month introductory offers to year-long subscriptions that offer enhanced value.

“In ever increasing numbers, audiences are migrating to our brands across magazines and digital platforms and are highly engaged with our social content. Forward-thinking advertisers are recognising this as an opportunity to engage consumers with targeted and relevant messages to help them adapt in what is likely to become the new normal for some time to come.”


^Source: Roy Morgan Single Source Australia, Print reach and frequency, March 2020 – 4 Weeks, All Bauer (37) titles, AP 14+

**Source: Nielsen Digital Panel Mar-2020 Pacific Digital Network AP 13+ – Unique Audience

#Source: Facebook, Instagram, Pinterest and Twitter followers as at May 2020

+ Source: Total Bauer Network Roy Morgan Audiences April 2020 AP 14+

* Source: Total Bauer Network Roy Morgan Audiences March 2020 AP 14+

++ Source: Nielsen Digital Content Ratings, Feb 2020 vs Mar 2020 Monthly Tagged (MoM) and Mar 2019 vs Mar 2020 Monthly Tagged (YoY), Digital (C/M), People 2+, Text, Unique Audience, Page Views

~ Source: Bauer Media Subscription Data March 2020 vs April 2020 – As of April 30 2020. Bauer Media Subscription Data April 2019 vs April 2020 – As of April 30 2020

Currently unable to combine digital brands across Pacific and Bauer until Q3 2020