Bauer Media has given its custom publishing offering a revamp, with the newly renamed BauerWorks eyeing off different clients as the division aims to drive more revenue and launch itself into the centre of the multichannel custom publishing game.
Despite re-branding now, the business has been in the custom content space for 15 years, with BauerWorks executive general manager Niall Murphy telling AdNews the division is aiming to be as proficient in the online channels and it is in the offline channels.
“Obviously today we're famous for our heritage, which is producing print publications, but as we all well know in this day and age, it's an unbalanced approach.
“It's really about coming up with a more balanced approach to content and content strategy, rather than starting with the platform first, being offline or online, we're going to be starting with the audience, and then using our research and insight to inform how we deliver for our clients.”
Murphy explained that this project has been in the works for the past nine months and while the offering still has large multichannel clients such as Myer, it is growing the number of purely digital partners it has as well.
“It's certainly much more balanced than what it has been, in the sense that there are a number of clients in our portfolio that are purely digital content projects,” Murphy said.
While the business still has the likes of Telstra and CPA Australia on the books, it is also eyeing off smaller clients who many be looking to grow, rather than just going straight for the big fish, with big budgets.
“In the past a lot of our clients were large clients with big budgets to spend on content and their own media channels, certainly over the last 12 months it's about working with those clients but also brands that believe in content and those projects may start off small and grow to be larger,” he said.
He also said that the business is embedding staff in clients offices in order to get the best out of content management.
“It's less of a set and forget,” he said. “We'd get a brief we'd go in and work on that brief and then deliver, we now have a number of our digital editors who are embedded at our clients to provide that always on approach to managing the content, which is working particularly well.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.