Bauer Media Group to launch companion mobile apps in bid to grow masthead sales

The Bauer Media Group is to launch a range of free and paid-for digital apps which will draw from and sit alongside its major mastheads in a bid to draw additional audiences to its magazine brands.

A companion app to Gourmet Traveller magazine will be the first to launch in May, and will be available to buy in the lower tier of app prices. It will use content from the magazine but sit alongside it, providing cross-platform promotion for the brand.

Marcelo Silva, head of mobile at Bauer, said the bundled content strategy is a first for the publisher, and has been developed as a bid to elevate the publisher’s position in the crowded digital marketplace.

He told Mumbrella: “Consumers are really discerning now and they are really in charge of when they want content and how they will pay for it, which is a big shift for us because we are a traditional linear magazine.