Bauer Media Group New Zealand

Bauer NZ’s communities provide insights that enable the business to truly understand New Zealanders’ ever-changing tastes and attitudes. Community input from All Woman Talk and His-Call has contributed to creating popular new brands, product tests, and trade marketing. After engaging directly with community members to drive content direction, Bauer NZ identified a strong market interest in Nadia Lim, a MasterChef winner and lifestyle icon, and launched a Nadia featured magazine in November 2016. The first issue of Nadia magazine sold out and was reprinted with sales 74% above forecast.

Using the community to tap into new market audiences, Bauer NZ were able to use community insight to ideate and launch a free premium lifestyle magazine for the “new” Aucklander, a previously untapped audience. The magazine, called Paperboy, which launched in November 2016, came about thanks to a two-year project of gathering insights from community members. Paperboy is already proving hugely successful. It has a print-run of 100,000 per week, and is in direct competition with newspaper inserted magazines.