In the hopes of grabbing a piece of the content creation pie, Bauer Media has opened its very own internal food studios in the ground floors of its Park Street offices.
Bauer’s food studio is made up of 12 onsite kitchens, 3 Studios, 4 full time food editors, 6 home economists, stylists and photographers and was set up to create content spanning everything from Bauer’s food titles to food content for advertising partners.
Allan Fletcher, general manager Bauer Creative told AdNews that food is a major focus for the publisher, not just in print but also online, and will also feature heavily in its up and coming women’s network.
“Our appetite for food content is growing massively that's because we are producing more magazines with food in them we're producing cross platform,” he said.
“Obviously we have the women’s networking coming at the end of the year and it's going to be a big part of that.”
The food studio has only been up and running for four months and Fletcher said the conversations he is having with clients are being received well.
“Everybody is looking to create content out there, whether you're a supermarket, an insurance company or whoever it is everyone is looking to create content and we create the best food content there is."
"We've already talked about getting into the content marketing space but really its about how we leverage our skill set for whatever our clients need us to do,” he said.
Fletcher said however that as a business its all about creating content in a way that can be used again and again not just by Bauer itself but also its commercial partners.
“When we create a piece of content now it needs to be flexible, it can't have one use and one title it has to have a lifespan, it needs to be used across platform and it needs to be used for more than the same thing over and over again.”
Bauer currently produces the Coles magazine, Weight Watchers magazine and the most recent addition to the stable is the Lorna Jane magazine Active Living.
For more on evolution of the Australian food media market, check out the Special Report in the latest print issue of AdNews, (25 July). Subscribe to the print or iPad edition here.
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