New site mines best of Bauer

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Bauer Media has launched, a new online brand bringing together content from the people behind some of New Zealand’s most popular and influential magazines. The new site draws on content not only from New Zealand Woman’s Weekly, The Australian Women’s Weekly (NZ Edition), NEXT, Good Health Choices, North & South and (where relevant) New Zealand Listener, but also exclusive online video and lifestyle news content updated daily.

“It’s a huge product for us for two reasons” said Bauer head of digital Michael Fuyala. “Firstly, the new site is backed by six editorial teams, collectively an enormously influential and respected group when it comes to keeping New Zealanders informed on things that matter.

“Secondly, it fills a clear gap around intelligent online media for New Zealand women, with a broad and thoughtful content mix ranging from real stories on our greatest local talent to royalty, breaking news, social issues and trusted advice on health, style, career, parenting and relationships.”

From an audience perspective, intersects two of Bauer’s emotional needs-based segments, Bonders and Thinkers. Bonders are about a sense of belonging and being connected, they value authentic, uplifting and attainable stories delivered in a warmth and empathetic tone, while the Thinkers segment is about expanding critical thinking, deep understanding and intelligent debate.

NEXT and Good Health Choices editor in chief Sarah Henry said: “This site will fuel social currency and provide women with stories to share,” Fuyala said. “New Zealand women are seeking a destination that is relevant to their lives and has been carefully curated with issues and news that matter in their daily decision making and opinion forming. It’s information and entertainment to enhance their lives and keep them in the know – what’s now, what’s new, what’s next.”

For advertisers represents a new premium lifestyle brand with diverse editorial talent and content themes perfect for tailored sponsorships and native advertising, Fuyala said. “In addition, over the coming months there will be a growing focus on video.”

The new site is part of Bauer Media’s new To Love digital network, which saw a record of more than one million visits last month. “The new products are all delivering great results; they sit on a common data platform so targeting content (and advertisements) from one to the other is very effective,” Fuyala said. “They work really well together.”

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