Bauer Xcel boss: We spent too much money on tech but now we’re back to investing in editorial
Bauer Xcel was spending too much money on tech rather than on content, the boss of the magazine company’s digital division has admitted.
Christian Fricke: Xcel had the wrong focus
The admission comes as the division “closes the loop” on its To Love network, with the launch of women’s network Now To Love bringing together a number of Bauer’s print mastheads including The Australian Women’s Weekly, Woman’s Day, NW, OK!, Take 5, TV Week, Yours, Good Health, Mother & Baby and Shop Til You Drop alongside unique digital content.
Speaking to Mumbrella, Bauer Xcel managing director Christian Fricke said the business was too tech focused when he joined the Australian digital arm from leading its German sister in August.
The Bauer digital offering is so muddled and small scale I can honestly say it’s an afterthought at best. All the trade stories and stylised exec shots in the world won’t change this.
So two years after launching, these content hubs, Food to Love and Homes to Love still have what, in digital terms, are tiny audiences. Bauer will need to do a lot better than this to build meaningful revenues around their digital offerings even as their print titles sink.
… another digital publisher that doesn’t know the difference between traffic and audience. At least the numbers quoted were for unique audience.
Worst decision ever to combine mast heads, that was the only reason to align and advertise before. Zero worth as an audience play. Content is meaningless as it’s not used for behavioral profiling. Turn the lights out.
1) If I were a Bauer staffer I’d be asking what the businesses plans are to market the new ‘to love’ brand to consumers. Also, the previous brands weren’t marketed (outside of Bauer owned titles) which is likely why consumers never knew nor still don’t know about ‘to love’.
2) Is Mumbrella paid to cover this, or, does Mumbrella take ”special interest” on the back of Bauer committing trade marketing $$?
Hi Two questions,
I can think of at least one Bauer comms person who would chuckle grumpily (if that’s possibl) at the idea that their marketing dollars are gaining them “special interest” in their recent goings-on.
Cheers,
Tim – Mumbrella