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AQA GCSE Media Studies Unit 3 Exploring Media Industries: Conglomerates

Rob Miller | Friday January 24, 2014

Categories: GCSE, AQA GCSE, Advertising, Marketing, More on Advertising, Viral Advertising, Key Concepts, Audience, Genre, Ideology, Institutions, Intro to Institutions, Censorship & Regulation, Ownership, Media Language, Narrative, Representation & Stereotyping, Hot Entries, Magazines, More on Magazines, New Media, Convergence, Digital Media, Integration, New Technologies, Synergy

Print Magazines Conglomerate Case Study: Bauer Media Group

Bauer are a multinational media corporation whose business interests are global – H. Bauer Publishing, part of the oligopoly of magazine publishers are the magazine publishing division whose other media interests include Bauer Radio and Box Television (50% owned by C4).

The company was founded in 1875 and was owned then, and still are today exclusively by the Bauer family who are based in Hamburg, Germany. H. Bauer Publishing own magazine titles in 15 countries and their operations extend to Europe, USA, China and Russia. Serving these expanding global markets Bauer offices are located in Germany, USA, Spain, France, Russia, Mexico, UK and Nigeria to only identify half of their administrative bases.

Bauer Media Group’s turnover in 2013 was 2.8 billion euros employing over 6,400 personnel from creative to marketing, management to administrative staff to distribution, manufacturing and production. Their website, www.bauermedia.com identifies the broad range of brands they own which includes 300 magazine titles - initially Bella in 1987 but now including iconic weekly and monthly titles such as Kerrang!, Q, Take a Break, Classic Car, Closer, Empire, Heat, Mother and Baby, Zoo, TV Choice and FHM.

Through horizontal integration Bauer acquired Emap Consumer Media and Emap Radio in 2008 securing their place as the UK’s largest publishing group. Again, through horizontal integration Bauer bought ACP Magazines from a private equity group who previously were Australia’s most successful publishing group. Bauer are a truly global conglomerate whose power base was initially built on, and still relies on today the brand identity of magazine titles worldwide.

These titles in turn, through synergy and convergence have manipulated the rapid emergence of new digital media technology by the understanding that although the circulation, nationally and internationally of print magazines...

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