Institutional Research
Bauer Media Group:
Bauer Media Group is a large European-based media company, headquartered in Hamburg, Germany that manages a portfolio of more than 600 magazines, over 400 digital products and 50 radio and TV stations around the world. It’s one of the leading Multinational Magazine publishers in the world and is privately owned. Bauer Verlagsgruppe has been managed by five generations of the Bauer family. Originally a small printing house in Germany, Bauer Media Group entered the UK with the launch of Bella magazine in 1987. Under the name of H Bauer Publishing they became Britain's third largest publisher. Bauer further expanded in the UK with the purchase of Emap Consumer Media and Emap Radio in 2008. In 1987 Bella was H Bauer's first venture into publishing in the UK. In 1990, H Bauer launched a weekly women's magazine named Take a Break. H Bauer also has a sister title, that's life! that launched in 1995. The H Bauer Publishing brands also include puzzle magazines that carry the Take a Break name. In 1994, the company bought a small magazine called For Him magazine which is now the core of the best-selling international multi-platform brand FHM. Bauer Media is a division of the Bauer Media Group. Bauer Media joined Bauer Media Group in January 2008 following acquisition of Emap plc’s consumer and specialist magazines, radio, TV, online and digital businesses. Collectively, the Group employs some 6,400 people. Today, Bauer Media spans over 80 influential brand names covering a diverse range of interests including heat - the must have weekly celebrity title, Parkers, MATCH!, CAR and Yours.
Bauer Media publishes a wide variety of different magazines therefore cater for many different target audiences including men, woman and teenagers.
Bauer Medias’s woman’s portfolio covers a broad range of interests such as celebrities, fashion, lifestyle and health. Magazines from this portfolio would include Heat, which delivers ‘must have’ celebrity news and gossip, and real life news and celeb stories, other magazines targeted at woman would be Closer and Grazia, which are more related to fashion. For the more older woman, 50+, Yours is a suitable magazine which delivers ‘the read of your life’ every fort night. Bauer Media also caters for parents with magazines including Mother & Baby and Pregnancy & Birth. Bauer Media also produces market-leading men’s lifestyle magazines with a 33% share of the sector. The men’s portfolio is the most efficient and effective way of talking to all types of men. FHM, the UK’s biggest men’s lifestyle media brand remains the standard bearer in print, online and overseas.
Bauer Media’s magazine portfolio also has hugely successful specialist titles for people passionate about their sport, cars, motorcycling and hobbies. The 35-magazine portfolio includes Motorcycle News, Car, Digital Photo, Classic Cars, MATCH!, Angling Times, Golf World and today’s Golfer that talk directly to enthusiasts in their fields.
IPC (International Publishing Company) Now Named IPSO:
IPSO Media Ltd is a consumer magazine and digital publisher in the United Kingdom, with a large portfolio selling over 350 million copies each year. IPC Media also produces over 60 iconic brands including titles such as Country Life, Housebreaker, NME, and Ideal Home.
During the 1800’s the main target audience for this institution was middle aged men who had an interest in sports, cultural interests and photography. The magazines that they produced then was Horse & Hound, Shooting Times, Yachting World, Amateur Gardening and so on. From this you can tell that IPSO’s main target audience was middle classed men because these types of magazines was associated and only to be viewed and participated by males and the reason it is middle class is because these sports are viewed as only being watched by a fairly wealthy audience. In the new century IPSO started to produce more magazines and resulting in this there target audience grew. The types of magazines that IPSO has in their portfolio then was: Yachting Monthly, Motor Boat, Woman’s Weekly, Golf Monthly and so on. It is clear that from these types of magazines the interest in sports is still there but the variety of sports has grown to cater for people with different tastes in sports. Starting in the 1900’s, IPSO started to target woman by producing magazines such as ‘Woman’s Weekly, Woman & Home and Woman’s Own’. In the modern era IPSO continued to expand there target audience with more titles such as: Sporting Gun, Motor Caravan, Wedding & Home, Country Homes & Interiors and so on. From this list of titles its clear that IPSO continued to grow and focus on two main target audiences which is middles aged men and middle aged woman. Even though IPSO has a massive increase in the amount of titles they still don’t cater for youths which could increase there sales even more but still they have increased the amount of sales dramatically through having a greater target audience which will lead to more magazines to be sold to the audiences.
Archant Community Media is a privately owned media company serving geographical and specialist interests communities across a wide range of media and employing 1,600 members of staff. It is currently the fifth largest publisher in the UK, publishing 1.6 million copies a week and reaching 6 millions readers online a month. It's portfolio of roughly 50 title does include one in my targeted area, Cornwall Life. Archant is the largest publisher of regional magazine and also lifestyle magazines. Archant has a broad selection of titles, digital media assets and marketing services supporting its more traditional media.
Archant have two magazines that are sold in Cornwall: Cornwall Life and South West Bride. They also publish many websites that include: Cornwall Life, Cornwall Life Food & Drink Award, LocalSearch24 & South West Bride. Most of these products are aimed at a conventional audience for regional magazine. This audience is middle aged to older people in the C1+ social bracket. Additionally these products are targeted directly at members of public in Cornwall as they contain basic information about the place. Furthermore Archant don't have any products that relate to a younger target market. By Archant also opening up the possibility to publisher magazines aimed at a younger target audience could dramatically increase sales.
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