Tag: Bauer

Bauer’s Paperboy Falls Over

Bauer has ended Paperboy the Auckland city giveaway.  It was launched in November 2016 and the next issue was due out on 25 January.

But in a statement, Bauer said the cost of producing the free magazine in a “highly competitive market” exceeded the advertising revenue generated … and it will no longer be published.

Bauer said the magazine “championed a positive vision” for Auckland and the move to shut it down was a tough decision.

 

 

And so, thank you Bauer, for Paperboy, your ambitious attempt to provide a giveaway weekly paper-magazine for central Auckland and its suburbs. I was only a sporadic reader, picking one up from the empty bus seat next to me, or after passing one of the inner city distribution bins. I seldom actively sought out a copy. To be honest, it seemed aimed at people who were younger and cleverer than me.

There were always some interesting stories. New magazines take awhile to become  established in their market. Bauer said it had been doing okay for he last three months.  But it was not making a profit and had not provided the advertising revenue to sustain its future. The company decided to pull out.

To its credit, Bauer had taken a risk with Paperboy. It had invested a lot to develop the title for new audience of Auckland city and city fringe dwellers, with plans to expand to other centres. This at a time when all media – let alone print- have been going through upheavals.  It’s magazine-style layout was nice, as befits a magazine company, and the stories were well written.  In my opinion the newsprint quality seemed a bit low rent  considering the subject matter.  Bauer published 100,000 copies a week, so improving paper quality might have added a lot to its production budget. But the paper quality detracted from the product and would have made it harder to make a splash with advertising.

I am probably too old for the target demographic, but I sometimes found the font size for the body type a too small for easy reading.

The upmarket home décor, architecture and the arts focus would have made sense to Bauer. That was probably the speciaist where Bauer thought the advertising revenue would come from.

Paperboy received good feedback from media folk about town and many people have lamented the loss of the magazine later this month.

But I wonder if Bauer aimed it too upmarket. For ad revenue it would have been competing against mainstream newspapers and radio stations. Editorially it appeared to aim at the clever set consumers that reads The Spinoff. Staff  are being redeployed at Bauer, and the hope is that Bauer will be prepared to take other risks in the future.

 

 

 

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Kiwi Magazines Maestro To Run Bauer Australasian Empire

Bauer New Zealand chief executive Paul Dykzeul has been put in charge of Bauer Media Australia and New Zealand, the company has announced. He replaces Nick Chan who has left the company. Dykzeul has been CEO of Bauer Media New Zealand (formerly ACP Magazines) since 2007, returning home after spending 11 years in Sydney. During his time in Australia he held roles as director of international business and publisher for ACP.

Bauer NZ title NZ Woman’s Weekly

Prior to that he was managing director of Murdoch Magazines before moving to Pacific Magazines in 2000 where he held the position of director of international licensing and operations, and publisher. He starts in the New Australia NZ role immediately and will relocate to Sydney.

Dykzeul was recently profiled by the Australasian media publication Mediaweek, excerpts below.

Bauer New Zealand chief executive Paul Dykzeul has split his career evenly on both sides of the Tasman working around 14 years in NZ and Australia. He returned to New Zealand in 2009 as chief executive of ACP, which was subsequently bought by Bauer in 2012. Straight-talking Dykzeul has a unique perspective on the similarities and differences between the two markets. The smaller more intimate Kiwi market is dominated by Bauer. Meanwhile, Australia is far more intense.

“It would be quite a different media landscape if News were here,” he told Mediaweek.

Bauer NZ title The Listener has stood up well.

Dykzeul has a reputation as an old-style media manager in a local media scene mostly led by newcomers. When he returned he gained a reputation as a digital sceptic, closing a fashion website Runway Model which was popular in the fashion world but not a commercial success.

For the full Mediaweek profile:

http://www.mediaweek.com.au/mediaweek-nz-profile-paul-dykzeul

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Bi-monthly Metro. New Auckland Weekly Soon

Bauer is turning Auckland city magazine Metro from a monthly to a bi-monthly publishing once every two months, it is understood. The change is believed to be linked to Bauer launching of a new weekly title that will be unveiled on Thursday. Metro has struggled a long time against shifts in the way people use media – all print publications have. Bauer has been ways for it to maintaining its share of advertising income. The end to publishing ten issues a year will be a loss for those of us who have seen it as at historical centre of Auckland’s media heritage. But many will be relieved the brand has survived to live again another form, albeit with fewer issues.

Simon Wilson and editor Susannah Walker
Simon Wilson and editor Susannah Walker

 

Nadia Lim will have her own magazine like Oprah
Nadia Lim will have her own magazine

But the focus on current affairs did not lessen the financial challenges on the magazine,

Bauer NZ chief executive Paul Dykzeul would not give details on a new weekly for the eastern suburbs but on September 23 the Herald reported him saying the new magazine would not not intrude on Bauer’s existing titles.

The Herald Media column wrote:

“Among … other projects  Bauer is developing a bi-monthly magazine based on the thoughts and celebrity of 2011 MasterChef winner Nadia Lim.

Lim is one of the founders and a shareholder in the food delivery firm My Food Bag. However the Nadia Lim magazine is a venture between her and Bauer, and does not involve My Food Bag.

Lim’s PR consultant, Deborah Pead, optimistically compared the magazine to O: The Oprah Magazine in the US.

The magazine would not be solely about food and would include travel and Lim’s stories about entrepreneurs,” Pead said.

Bauer New Zealand CEO Paul Dykzeul confirmed going bi-monthly was one of the options being considered and said details of a new weekly would likely be announced on Thursday.

 

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