Download - Inside Bauer's Reinvention at DPS, 9/18/14
INSIDE BAUER MEDIA’S REINVENTION
CHRISTIAN BAESLERSEPTEMBER 18, 2014
1,000 PRODUCTS ACROSS 17 COUNTRIES
Directly operated
17
BAUER IS THE #1 SELLER OF MAGAZINES AT RETAIL IN THE COUNTRY.
BAUER’S PRINT BUSINESS MODEL: RETAIL BASED PUBLISHING
Source: AAM December 2013
Rodale (7 Titles)
Meredith (18 Titles)
Conde Nast (18 Titles)
Wenner (3 Titles)
Hearst (20 Titles)
AMI (13 Titles)
Time Inc. (21 Titles)
Bauer (7 Titles)
0 20 40 60 80 100 120
10
15
23
27
49
69
80
114
Wenner
Rodale
MILLIONS OF MAGAZINES
SALES LEADER AT U.S. RETAILBauer
Time Inc
AMI
Hearst
Conde Nast
Meredith
Source: AAM 2013
SALES LEADER AT U.S. RETAIL
# 1 # 2 # 8
UNTIL 2012: DIGITAL SIMPLY MARKETING CHANNEL FOR PRINT PRODUCTS
TAKING OVER THE DIGITAL TEEN SPACE
Jun-
13
Jul-1
3
Aug-1
3
Sep-
13
Oct-1
3
Nov-1
3
Dec-1
3
Jan-
14
Feb-
14
Mar-1
4
Apr-1
4
May-1
4
Jun-
14
Jul-1
4
Aug-1
40
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Unique VisitorsSource: Google Analytics
J-14’S INCREDIBLE TRAFFIC GROWTH
J-14 IS NOW THE LARGEST TEEN EDITORIAL BRAND ON FACEBOOK
J-14’S HIGH POST ENGAGEMENT
EFFICIENT SCALING: REVENUE
EFFICIENT SCALING: TECHNOLOGY
Proprietary CMS
EFFICIENT SCALING: OFFICE SPACE
NEXT: INTOUCHWEEKLY.COM
Jul-1
3
Aug-1
3
Sep-
13
Oct-1
3
Nov-1
3
Dec-1
3
Jan-
14
Feb-
14
Mar-1
4
Apr-1
4
May-1
4
Jun-
14
Jul-1
4
Aug-1
40
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Unique Visitors
Source: Google Analytics
TODAY’S MODEL OF PREMIUMADVERTISING IS BROKEN
KEY TAKEAWAYS
• Unique products that serve a true market need will be successful.
• Overcome limitations implied by standards of existing businesses.
• “Efficient Scaling” will enable building a profitable digital business.