Bauer is to take full control of its digital assets bringing responsibility for all ad sales and trading across all its digital inventory in-house.
Until now, it has shared the sales of its digital inventory with Mi9. From 1 April, it will take full control in-house which will mean an upstaffed centralised sales team within Bauer’s commercial division. Sales teams will sell cross platforms and across brands giving advertisers one point of contact across Bauer.
The appointment of Monique Harris as head of digital commercial strategy in October was the first move in the new team and the publisher intends to hire digital specialists to focus on digital sales.
Bauer is also training its staff to sell cross platform across its print, digital and events assets.
The move is ahead of the roll out of a number of new digital properties this year, inluding its women's network “To Love” that aims to bring together content from its women's portfolio under themes rather than brands.
Bauer has also this week launched Dolly Doctor, a mobile app under its Dolly teen girl brand, in partnerhisp with Schick. It aims to offer confidential, professionally backed advice for teens around sex, relationships, health, and friendships - backed by Dolly’s accredited health experts.
“With the launch of Bauer’s new digital lead products coming in early 2015, it was important for us to bring our digital trading capabilities in-house, streamline the booking process and provide advertisers with greater brand synergy between print, digital and live experience opportunities,” said Tony Kendall, Bauer Media’s director of sales.
“In the short term it’s business as usual, as we work towards transitioning the ad serving, campaign management and billing side of our business from Mi9 to Bauer Media by the 31st March 2015,” he added.
Bauer's digital assets will be co-represented by Mi9 until 31 March 2015 and all current campaigns and those booked within the period to be implemented and monitored through current booking procedures. Bauer Media remains a partner of Nine Entertainment Co.’s Powered division.
For more news:
Bauer hires head of digital commercial strategy
Bauer plots digital women's network
Bauer breaks down barriers of mag brands with digital network
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Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.