Bauer Media UK’s group MD of its London Lifestyle arm tells Louise Ridley of Media Week why glossy magazines retain a special relationship with readers. Abby Carvosso loves magazines. Recently promoted to lead Bauer Media’s London Lifestyle division, which includes Grazia, Closer, Heat and Empire, she is planning to demonstrate their worth using research, trial and error and old-fashioned instinct.
Her approach is partly being formed by research such as Heat – A Journey Into Neuroscience. Published by Bauer last month, the study used brain scans to establish the effectiveness of running a campaign across a single multiplatform brand. Bauer, which owns 21 titles in the UK, reported a 24 per cent drop in operating profit to £38.2 million last year. The biggest faller was the lads’ mag Zoo, sales of which plummeted 23 per cent year on year to 35,596.
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