Are Media, formerly Bauer Media, is revamping its beauty, health and homes portfolio as part of a wider company refresh since coming under new ownership.
The publishing house, which was bought by Mercury Capital earlier this year, revealed its new plans for the business at today’s virtual 2021 Showcase.
As part of the changes, new digital products will roll out, existing brands will be relaunched, and ecommerce and programmatic offerings will be updated.
Are Media’s BeautyHeaven website will be relaunched. The site, which attracts 147,000 users a month will be refreshed and include the ability to customise user experience, including a rewards program. This model will then be rolled out across the BeautyCrew website.
Additionally, the Good Health and Wellbeing brand is also set to be relaunched as a comprehensive health listing and sampling site.
“As market leaders in beauty publishing we are continuing to invest in our flagship properties to ensure our audiences are served and our partners have multiple options to reach them,” says Sarah-Belle Murphy, executive general manager of publishing and digital at Are Media.
“Focussing on first party data and building out detailed profiles of our users will enable our clients to target audience segments with greater precision than anytime before.”
To expand its ecommerce offering, Are Media is also launching an ecommerce platform following the success of the Better Homes and Gardens Shop.
The new platform will be a home retail destination, which will also collaborate with brands to launch magazine branded lines of furniture and homewares.
Are Media is also partnering with Adobe to launch HerMatch. This will connect brands with targetable and authenticated audiences across all its devices.
To help amplify content, Are Media is using SmartVideo to take digital branded content and turn them into videos, and SmartBite to turn written words into short-form audio content which is then distributed across platforms such as Amazon Alexa, Google Assistant and Spotify.
Finally, SoundSocial is Are Media’s rebranded commercial podcast offering, which averages 15,000 listeners per post.
“Digital and data are priority areas of investment for Are Media in 2021 as we continue to build on the exceptional year on year growth we have seen across our networks and branded sites.” Murphy says.
“With the largest portfolio of women’s websites in the country, we can provide our partners with a guarantee they are leveraging the best in class technology to accurately match their advertising to contextually relevant pages, all with a viewability of over 75%.
“Over the coming year we plan to launch a suite of new and refreshed digital assets that will supercharge their campaigns to a largely unique audience, that extends beyond print, in a cost-effective way.”
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