Mediaedge picks up £4m Bauer account

LONDON - Mediaedge:cia has pipped incumbent agency Starcom to magazine publisher H Bauer's £4m UK media account.

Mediaedge picks up £4m Bauer account
Bauer's portfolio, which primarily comprises women's weeklies and TV listings magazines, has a combined circulation of more than four million copies per issue.

Its flagship title is the UK's biggest-selling women's weekly, Take a Break, which has an ABC of 1,027,013. Its TV magazines include TV Choice and TV Quick and it also publishes a range of puzzle titles.

The publisher's core market - older-oriented traditional women's weeklies - is in decline in the face of younger launches such as IPC's Pick Me Up and ACP-Natmags' Real People.

As a result, Bauer is likely to want to grow its magazines' profiles, as well as promote its recent launch, In The Know.

Like Emap's First, the real-life/news hybrid has struggled to rise above a niche audience and currently sells 107,660 copies a week. Bauer recently gave it a revamp, including a new logo, and has run several cut-price promotions to encourage sampling.

Through its Motive division, Starcom handled the media for launches such as Real, later sold to Essential Publishing, Total TV Guide, short-lived men's weekly Cut and In The Know.

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