Bauer Media completes digital transformation with 'Now to Love' hub

Lindsay Bennett
By Lindsay Bennett | 14 November 2016
Bauer has launched a female-focused network - Now to Love

Following Bauer Media’s announcement that it will re-organise its brands under five key consumer segments, it has today revealed that a new section, ‘Now To Love’, will launch early in the first quarter of 2017. The new area is a digital platform featuring content from some of its most popular magazine brands.

Bauer unveiled the ‘To Love’ content hub strategy in 2014, shifting its portfolio of magazine brands around lifestyle themes rather than mastheads.

It is the third publisher to announce the launch and ramp-ups of a “women’s network” this year, with News DNA and Nine.com.au launching similar strategies.

Prior to the launch of 'Now to Love', AdNews understands both the Family and Health to Love hubs were mooted. The content from these sections will now be rolled into the female-focused network.

Now to Love encompasses women’s entertainment, lifestyle, health, parenting and celebrity news from The Australian Women’s Weekly, Woman’s Day, NW, OK, Take 5, TV Week, Yours, Good Health, Mother & Baby and Shop til you drop.

Christian Fricke, MD of Bauer Xcel Media, says: “Now To Love will complete Bauer’s digital ecosystem of powerful female content from Australia’s most loved magazine brands. It reflects our strategy to put the consumer at the heart of what we do by aligning our brands under our key consumer segments across women’s entertainment and lifestyle, food, homes, fashion and beauty.”

The new content hubs formed to deliver native campaigns to women and offer new commercial solutions to advertisers across the three To Love platforms and standalone sites. They will be led by general manager of consumer at Bauer Xcel Jane Waterhouse.

Bauer Xcel’s editorial team will be led by Emily Kerr who has been appointed content director, while a series of editors have also been named, including Annabelle Brennan, Lorna Gray, Ellie McDonald and Amber Manto.

The digital editorial team will be working closely together with the magazine’s editorial teams.

Fiorella Di Santo, director of sales, adds: “Bringing together our market leading magazine brands and our deep knowledge of how women want to be informed and entertained into one dedicated digital destination will offer unique opportunities for advertisers to leverage our behavioural insights, trusted brands and premium environments to reach women at scale.”

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