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MEDIA (TRADITIONAL) | Publishing
bauer-media.com.au

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Stage

Acquired | Acquired

Valuation

$0000 

About Bauer Media

Bauer Media is a multi-platform publisher with investments spanning magazines, digital, and live experiences. It is based in Sydney, New South Wales.On June 17th, 2020, Bauer Media was acquired by Mercury Capital at a valuation of $352.8M.

Bauer Media Headquarter Location

54 Park Street

Sydney, New South Wales, 2000,

Australia

Latest Bauer Media News

Harper’s Bazaar is back but different

Sep 19, 2021

Share Harper’s Bazaar is back on shelves this week, more than 16 months after previous publisher Bauer Media hit pause in the height of an advertising shock as a result of the COVID-19 pandemic. The fashion bible is now in the hands of niche publisher Switzer Media and Publishing, which scooped up the licence after the title was shut down last year. Switzer The relaunch got off to a rocky start after editor-in-chief Eugenie Kelly quit a week before the first issue, due to “creative differences”, a move Switzer Media owner Maureen Jordan said was amicable. A new editor-in-chief is set to be announced in the near future. Jordan wants to put a new stamp on the 150-year-plus title, one that is irrevocably Australian and that celebrates diversity. “Sometimes people become attached to what they know and with us, we wanted to take the magazine in a different direction. It was an amicable end. Eugenie is a very good person, we seriously wish her well in her new endeavours,” Ms Jordan said. Advertisement While speculation whirls around the magazine industry on how the company is managing tackling a title such as Harper’s Bazaar, Ms Jordan asserts the magazine is on the right track, with its inaugural cover laying the groundwork for the direction the title will now take. “In a start-up people move around, but we are very comfortable with the team and very comfortable with the way the magazine is progressing,” she said. Under the Switzer leadership, Harper’s Bazaar nixed the usual Hollywood A-lister for its cover, instead tapping Indigenous playwright and actor Nakkiah Lui. Nakkiah Lui on the cover of Harper’s Bazaar Australia. Bec Parsons “Diversity and inclusivity were the hinges that I was putting the Switzer brand behind. The world is very different to the previous 154 years, which is the longevity of this amazing title called Harper’s Bazaar. It needed something different,” Ms Jordan said. The driving force behind the cover choice, and the ongoing trajectory of Harper’s Bazaar boil down to three attributes Ms Jordan says are at the core of what it is to be Australia: egalitarianism, authenticity and humility. Advertisement “I see those three things that are typical to the Australian personality. If we are really going to be true to our culture, then we recognise all races, all creeds, we weren’t founded on a class-based society, and our First Nations people were here before us – so why not in our first issue, put this amazing, beautiful woman, this powerful, feminine woman, on our cover?” Standard Media Index data showed magazine ad agency spend was hit hard in 2020, with total bookings for the year down 41 per cent compared to 2019. The recovery for the sector got underway in March and April with quarter two bookings for print growing 24 per cent on the same period in 2020. Digital magazine ad bookings were also up 52 per cent in Q2. Ms Jordan says advertisers have welcome back Harper’s Bazaar with open arms. “We’ve been completely overwhelmed by the support, which shows that advertisers were sorry that Harper’s Bazaar left our shores,” she said. Advertisement Despite the well-documented struggles of the magazine industry, as audiences shifted online, ad revenue declined and mastheads shut, Ms Jordan is confident of the future of magazines, but not necessarily the big publishing houses. “I believe so, if they’re put into the right hands,” she said when asked if there is a positive future for Australian magazines. She argued that “big business”, with its layers of cost, is not the right approach to making magazines a viable medium, suggesting smaller, nimble publishers are more likely to succeed in the long run and will adapt easier to the quickly changing media and advertising landscape. “Maybe [magazines] belong in companies where they swiftly innovate, they digitise what they need to, and they understand disruption; they’re prepared to have a go and they can move quickly,” she said. “Print doesn’t have to be completely over, maybe it could be in different hands.” Miranda Ward is a journalist covering media and marketing for The Australian Financial Review based in the Sydney office. Connect with Miranda on Twitter . Email Miranda at miward@afr.com Save

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