Q&A with Bauer Media’s Andrew Cook: Now what?
There’s no denying Bauer Media has had a rough couple of years. Multiple CEOs, numerous magazine closures, a challenged print advertising market, and now a complicated merger with Pacific Magazines and a pandemic-induced market downturn.
So, how do you solve a problem like Bauer? Director of sales Andrew Cook believes it’s all about the power of the publisher’s brands, doubling down on its connection with women, and proving to advertisers that it has what it takes to help them reach consumers and change their behaviours. He speaks to Mumbrella’s editor Vivienne Kelly about his belief that all Bauer’s brands can survive, even though it won’t be smooth sailing.
INTERVIEW:
Andrew Cook, director of sales, Bauer Media (AC)
Vivienne Kelly, editor, Mumbrella (VK)
VK: One of the dynamics that a lot of media executives have talked about is the fact that engagement is really high with consumers, which we’ve seen mirrored in the Bauer subscription figures, but on the flip side, they’re saying that advertiser engagement isn’t there, because budgets have diminished so much. So even though eyeballs are there, advertiser dollars are not. Is that playing out at Bauer as well? What are you seeing in the advertising market?
AC: I absolutely agree with that.
Cook is a seasoned and well reasoned media professional – he make a valid point that preCovid and the now is like comparing apples with gumnuts