Bauer Media

In the marketing team at Bauer Media, I worked across mass market weekly titles, including Woman’s Day, New Zealand Woman’s Weekly and The Listener.

Day-to-day, this included marketing subscriptions, promotions and the latest issues across our various channels. This included social media, both paid and organic, in-mag advertising, radio advertising and point of sale at retail level, all with custom content created with their very different target audiences at the centre.

Within the subscription arm of the magazines, I carved out the digital plan to get our magazines into the social media advertising space for the first time. This included creating the imagery, where we photographed or placed the magazines in a seasonal flat-lay style, complimenting each one with on-brand props with the magazine in the centre. This style of shooting also allowed us to change out the magazine cover for the most recent, so the content could easily be updated regularly.   

With a modern style of imagery and aesthetic, we managed to capture a young generation of magazine readers who found us on Instagram feeds, Instagram stories and on their Facebook newsfeeds. This was a three-tiered approach, using multiple campaign objectives to take potential customers on a journey through to purchase. This included brand awareness, allowing people to recall the promotion and ad when seen again. Engagement, which encouraged customers to interact with the content and therefore consider a purchase. And lastly conversion, which lead customers directly to the Magshop website, allowing us to track these purchases both through the website pixel and special website codes in the URLs.

In regards to email marketing, we were able to reflect this same strategy into our bi-weekly subscription eDM. We used seasonal content and price driven promotions, to encourage subscriptions that would roll over in the long term. For example, 12 magazines for $12, would then roll over to 12 magazines for $45, this allowed customers to sample the product and look forward to their weekly delivery and therefore continue their subscription at the new rate.

These campaigns were successful across the board, but especially great for the weekly titles, who already held very high subscription rates. Through these tactics we were able to target an entirely new audience of people, in particular young magazine readers.