Bauer Media Asia Pacific joins CMA as Overseas member

Bauer Custom Media Asia Pacific has become an Overseas member of the Content Marketing Association (CMA).

With offices across Sydney, Hong Kong and New Zealand, Bauer Media’s dedicated branded content division is a creative force in the region, developing award-winning multi channel content strategies for a diverse portfolio of brands, businesses and associations.

The Bauer Media Group worldwide currently publishes more than 600 magazines in 37 countries. In Australia Bauer continues to be the country’s largest magazine publisher with nearly 50 percent market share.

In joining the CMA, the Bauer companies gain access to robust research and insights, case studies and business development opportunities.

Content Marketing

Bauer Custom Media Australia

As the publishing partner of many major brands, Bauer Custom Media builds on the strong magazine culture that exists in Australia – it has one of the highest consumption levels of magazines in the world – and readership of Bauer products is almost twice the share of its nearest competitor.

The Custom division is market leader in the provision of branded content strategy across multiple categories including inflight, automotive, retail, health and wellbeing, business and association-based publishing; as well as multiple channels.

An innovator in digital content solutions, Bauer is a full-service provider with dynamic websites, award-winning apps, eDM campaigns and social media augmenting the reach of high quality print products.

With cross-platform integration at the heart of each strategy, designed to maximise all opportunities for audience engagement, Bauer partners with clients to create content tailored to specific marketing needs. These range from product showcasing to brand building, strengthening customer relationships and driving sales.

Clients include:


Qantas The Australian Way is the No 1 magazine in the Australian business and airline category and something of a national icon. With a deftly curated range of international and local travel and culture-led features, the highly successful monthly magazine is augmented by a media-rich iPad app and a popular interactive website Qantas Travel Insider that is designed to encourage travellers to travel more and share their inspirational experiences.


COLES monthly magazine, for one of Australia’s leading supermarket chains, is now the country’s most widely distributed monthly title, with an audited circulation of more than 1.25 million. Packed full of recipes, tips and ideas for everything from entertaining to healthy eating using seasonally available produce, it is an inspiring resource with a value-conscious focus. The iPad edition has already achieved almost 38 million page views thanks to a compelling blend of interactive features such as video, meal planners and shopping list functions.

Telstra Business

Smarter Business Ideas is the highest circulating business magazine for small to medium enterprises (SMEs) – it is sent to 250,000 business owners on behalf of Telstra, Australia’s leading telecommunications company. The print copy, featuring numerous case studies of successful businesses and a practical emphasis on the realities of business, is augmented by a dynamic website, weekly eDMs and a strong social media presence.


INTHEBLACK is the flagship publication of CPA Australia and is targeted at C-suite executives, managing directors and aspiring middle managers, reaching a membership of 144,000 in 127 countries. The global perspective on business issues and trends has made INTHEBLACK a handbook for business and career success. Updates on the website keep the monthly print magazine current, supported by a range of e-newsletters.


Myer emporium is a glossy quarterly publication that is distributed through Myer department stores as part of the high-end retailer’s Myer One loyalty program. With premium production values emporium delivers a quality, professional edit of the latest fashion, beauty and homewares trends to high value customers as a gift with purchase and seeded across multiple digital platforms. An iPad edition layered with interactive features extends awareness of the Myer One program, while a monthly eDM to 1.2 million Myer customers drives them to a shoppable HTML5 digital magazine featured on the Myer website that is also updated monthly to keep pace with latest fashion trends.

Content Marketing


The signature title of the iconic weight loss brand, Weight Watchers magazine is a newsstand publication with a readership of 213,000 designed to encourage women aged 25-44 to look good, live well and feel great. It provides an active, upbeat and user-friendly editorial environment that compels readers to actively – and enthusiastically – embrace Weight Watchers’ flexible approach to physical and emotional wellbeing and balance. The iPad edition currently has a 4.5 star rating on the App Store.


Bauer Custom Media also produces a comprehensive suite of publications to meet the needs of Westfield shopping centres and their retailer tenants around Australia.

With such a broad customer base – and a massive retail offer – Westfield has adopted an extensive publishing program to communicate with its audience nationally, producing a number of different magazines (in print and digital formats).

Complex factors, including the diversity of demographics and the need to provide different levels of support to different retailers, are overlaid with logistical and financial objectives. In partnership with Westfield, Bauer continues to evolve a dynamic overarching publishing strategy that successfully delivers on brand values and drives sales.


With a vision to support Australians to ‘Find a healthier you’, health insurance provider Bupa Australia has engaged Bauer to develop a sophisticated segmented eDM strategy to engage its one million customers in uniquely targeted ways. The monthly eDMs are supplemented by regular opt-in campaign activity, strong social engagement and a variety of popular value-add ebooks.

Content Marketing

Bauer Media Hong Kong

Bauer Media Hong Kong publishes six magazines for Cathay Pacific and Dragonair as well as titles for TurboJET, operator of the high-speed ferry between Hong Kong and Macau, and Star Cruises, Asia’s leading cruise ship operator.

Cathay Pacific and Dragonair

Discovery, the flagship magazine of Cathay Pacific, informs and entertains passengers with up-to-date information about the airline’s global destinations and a mix of news, people, travel, sport, business, leisure, and arts. A particular emphasis on Hong Kong, the airline’s headquarters, reveals to visitors and locals the best of this great global crossroad.

Content Marketing

An award-winning suite of digital products extends the reach of Discovery from onboard to anyone with a digital device. An iPad app, an HTML5 digital magazine that can be read on devices other than iPads, and a frequently updated website makes Discovery the go-to location for information about Hong Kong and Asia.

Discover the Shop is Cathay Pacific’s glamorous guide to award-winning onboard shopping. Cathay Pacific was named Best Inflight Retailer of the Year in 2013 and Discover the Shop is the trigger for most inflight sales, the fashion-magazine format enticing passengers to splurge.

Dragonair was named the World’s & Asia’s Best Regional Airline in 2013 and Silkroad is the magazine that passengers look for in the seat pockets. While Dragonair flies around the Asian region, the majority of flights are in and out of China and this is reflected in the extensive destination stories in Silkroad. Apart from the useful information about the Dragonair ports, Silkroad covers the latest in dining and wine, fashion and accessories, motoring and technology.

Content Marketing

Emporium is the inflight shopping magazine for Dragonair, tempting passengers with skincare, fragrances, watches, tech gadgets and travel retail exclusives.

First and Business Class passengers on Cathay Pacific and Dragonair receive Studio CX and Studio KA, the inflight entertainment guide.

Content Marketing

Air cargo is big business for airlines and all Cathay Pacific and Dragonair passenger flights carry cargo in their belly. Cathay Pacific also has an extensive fleet of latest generation fuel-efficient freighters that keeps the global economy turning. Cargo Clan is the magazine of Cathay Pacific Cargo, a business-to-business titles that keeps the global logistics industry informed about new routes and services.

Content Marketing


Horizon is the monthly magazine of TurboJET, which operates the high-speed ferries between Hong Kong and Macau and carries 15 million passengers a year, many of them tourists travelling outside the Chinese Mainland for the first time. Chinese tourists recently became the world’s biggest spending travellers, out-splurging America and Germany.

Content Marketing

Star Cruises

Star Cruises, owned by Genting Hong Kong, has five ships cruising the waters of Asia and the quarterly magazine Indulge provides passengers with a taste of Eastern glamour along with insights into the ports. Alongside destination stories and tips about dining on board and ashore, Indulge tempts passengers to shop in the extensive retail outlets on board. The many members of the Star Cruises’ loyalty programme receive information about each issue of the Indulge iPad app.

Bauer Media New Zealand

Bauer Media in New Zealand also has a burgeoning branded content division producing print and digital properties such as Air New Zealand magazine, Little Treasures and the program guides for the NZ Rugby Union.

Air New Zealand

With a readership of 320,000 KiaOra provides travellers with a premium-quality magazine that celebrates the best of New Zealand business, sport, arts, travel, food, wine and lifestyle. As the inflight magazine of the national airline, it is New Zealand’s leading travel and lifestyle magazine with a readership of influential, affluent Kiwis that makes it the envy of many newsstand magazines. International and local travel features are its mainstay, with the balance made up of visually led features of wide-ranging appeal. The magazine is also available as a PDF-style iPad app.


Little Treasures is a popular parenting magazine produced on behalf of SCA that has achieved an audited readership 202,000. Its readers comprise expectant mothers and parents of babies and under-fives who are hungry for information on every aspect of parenting and what is best for their families. Often described as a ‘coffee group in print’, it offers a wealth of ideas and shared experiences. For more than a decade, Little Treasures has boasted one of the biggest magazine subscription bases in the country.

Posted in Member news
4thApr 2014

« Back to news listing