Reaching over 22 million people per week, Bauer Media is Europe’s largest privately owned publishing group, operating across 15 countries and over 300 magazine titles. A true multi-platform publisher, Bauer Media has a strong presence across TV, radio and online. The group own a number of household brands including Yours Magazine, Closer Magazine and Magic FM.

With a reputation for innovation, Bauer Media’s core goal is to form personal relationships by engaging audiences with their brands. When looking for new revenue generation channels back in 2010, Bauer Media explored dating-themed brand extension options for some of their top selling magazine titles.

Initially conscious that some audiences may take time to respond to the relatively-new concept of online dating, Bauer Media partnered with White Label Dating in 2010. Dating has since grown to become their largest third-party revenue generation channel.

Launch

Bauer Media’s first online dating site powered by White Label Dating was created with the goal of adding value for readers of Yours Magazine and YoursDating.co.uk, while simultaneously supplementing the magazine’s revenue.

The team at White Label Dating worked closely with Bauer Media’s Digital Partnerships Manager to refine the dating brand strategy and help them align their core revenue goals with their dating product. After carefully analysing the site’s demographic to determine how to create the best fit with our software, YoursDating.co.uk launched on the White Label Dating over 50s network. This honed in on the publications’ core readership to provide them with a targeted service to help them find love and romance.

As well as customising the site to fit with their other brand assets, White Label Dating supported Bauer’s digital team with online merchandising and acquisition. Meanwhile while Bauer worked closely with their editorial teams to create bespoke magazine ads for the dating product; this was a clever way of making up for lost ad revenue. Instead of selling ad space, Bauer Magazines were generating income from dating site subscriptions while providing their readers with a great service.

Combined, these elements helped Bauer to enhance brand loyalty and establish a strong dialogue between users and branded sites.

Expansion

Building on the success of YoursDating.co.uk, Bauer Media worked closely with our team to drill down into the data of their site to learn more about their audience demographics.

 

On investigation, we found that a large cross-section of members of YoursDating.co.uk were divorced or widowed. What’s more, the most success stories received were coming from those groups. To offer members a better, more tailored service and a greater chance of finding a companion, Bauer Media took the decision to use White Label Dating’s advanced niching functionality to create two new sites; Yours Dating After Divorce and Yours Dating After Loss.

By providing members with a more targeted niche service, they successfully tapped into an unfulfilled demand and attracted a larger number of paying subscribers to their site, growing both brand loyalty and revenue.

The Numbers

In the last year alone, the number of Yours readers using YoursDating.co.uk has grown by more than a third, while revenue has increased by 55%.

Following the success of the site YoursDating.co.uk, White Label Dating now operate 3 magazine-branded dating sites and 37 radio-branded dating sites for Bauer Media. Online dating is now Bauer Media’s largest third party revenue generator.

WhiteLabelDating.com have provided all of the tools necessary for a selection of Bauer Media’s brands to become successful dating, platforms. Online dating is becoming more socially acceptable by the day and we look forward to the continued growth in this market.
– STRATEGIC PARTNERSHIPS MANAGER, BAUER MEDIA

Our Take

As one of the UK media industry’s most innovative publishers, Bauer Media are early adopters. As one of the first publishers to use online dating as an additional revenue stream while it was still relatively taboo, Bauer are one of our biggest success stories. Their success to date shows the real value that online dating can add for publishers both in the contexts of branding and revenue generation.