Cross Media Convergence Bauer

Bauer is an internationally knows European-based media company with headquarters in Hamburg, Germany. While it is predominantly recognized in the UK for having a massive portfolio of brands including Land Rover, Kerrang, Heat, Viking Radio, Sea Angler and even Grazia, Bauer Media is "The UK's Most Influential Media Brand Network"

In order to make it easier for internet users to find the magazine that is right for them Bauer Media has cleverly made the "Audience Finder" tool where its potential customers can find out which magazine they would be most interested in depending on the age and gender.

One of the most interesting advertising techniques of Bauer Media for me was with their McVities case study. They went though a lot of research and found out the precise times of day in which people experience "lows" and may need to find a way to "brighten up their brew(s)". This is when they allocated a moment in the day for people to make it a kind of tradition to enjoy their McVities biscuit. By scheduling a time (11am) in their consumers routine to stop everything and take a break created a structure in their daily routine where they were almost made to buy and eat their biscuits, however this benefited both the consumer mutually (as seen in the image below). Over a period of many months, websites were constructed; and magazines and digital activity complemented radio broadcasts, soon every keen tea drinker knew about "Dunk Time" and were hooked on the idea of giving their morning a "boost". This just goes to show that all of the advertising and media coverage Bauer managed to get for the awareness of "Dunk time" helps increase sales of major companies.