Bauer Media has made a further play for digital eyeballs with the acquisition of the Beautyheaven Group.
The acquisition, announced today, includes the beautydirectory, beautyheaven, and homeheaven online properties.
The properties' audience is highly engaged with content targeted to women interested in in-depth information on beauty and homes, which happen to be two of Bauer's most profitable advertising areas.
Bauer said it made the acquisition because of the in-built audience the properties had, and because it supported Bauer's push into digital.
“The acquisition of this market-leading online business supports our strategy to be the [number one] digital destination for Australian women,” CEO of Bauer Media David Goodchild said.
“With Bauer Media already [number one] in print we see many opportunities to leverage our existing assets, experience and resources to add considerable value and scale to these growing digital businesses.”
Bauer's director of sales, Tony Kendall, said he was excited to add the Beautyheaven suite to the sales packet. Founder of the group Jackie Maxted said the opportunity to team up with a big established player was too good to pass up.
“I am proud to be partnering with Bauer Media and excited by this next stage in the evolution of the group. We have built a unique and strong team and a customer proposition built on achieving outstanding results and high quality service,” Maxted said.
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