Publishing in a Pandemic: Q&A with Bauer Media Group President & CEO Steven Kotok
Bauer Media publishes two of the largest selling magazines on the newsstands: Woman’s World and First for Women. One is published weekly and the other 17 times a year, so publishing schedules are tight, even when the world isn’t the uncertain place it is today.
Steven Kotok is president and CEO of Bauer Media Group USA. Bauer’s focus through this whole tragic pandemic has been the safety of its employees and staying engaged with its audiences. According to Steven, the transition to working from home was a lot of work, but went surprisingly well and now they’re just concentrating on producing the same quality content and connecting with their readers. As far as changing anything about their publishing schedules right now, he said everything was, “So far so good, but it’s still pretty early.”
Steven also adds that Bauer is a family company in every sense of the word, with a fifth generation of ownership, and taking care of its employees and readers is paramount during this precarious time in everyone’s life. Be it business or personal, the company cares about what’s going on in everyone’s lives. He believes that keeping that human connection will see them through, after all, that has been Bauer’s core since the beginning.
On the status of Bauer Media during this pandemic:
"It certainly took a lot of work, but it was surprisingly smooth migrating to 100 percent working from home. Things happened a lot faster than we expected. I think it’s been about three weeks ago that we set a week where every department was going to have a practice day from home. We planned this in advance, but that practice day actually became everyone’s first day working from home. No one came back after that. Things definitely overtook us in a rapid way, but we’d done enough planning that in a sense it was, I don’t want to say seamless because everyone put so much hard work into it, but it wasn’t very disruptive because of the level of planning that we’d done."
On any change in Bauer’s publishing schedules or frequencies:
"So far so good, but it’s still pretty early. But it’s still the same going forward. The weeklies are weekly; the 17 times per year are still 17 times per year; the SIPs are on sale for three months, so there’s ample opportunity for shoppers, even if they’re in the stores less or more to run across them. And if they fit their needs, they will still fit. The topics we cover: inspiration, health, food, are just as relevant now. Other areas, like news, there’s more interest in maybe other things, where there’s less interest in some, but I think for us our core pillars are just as relevant."
On whether having titles on newsstands in supermarkets is a blessing in disguise for Bauer since grocery stores are remaining open:
"It’s definitely not a blessing in any way, because of how negative it is, but I would say that it has changed patterns. And as far as newsstand, a lot of the disruption is definitely in travel and terminals, that sort of thing. But we’re still pretty early into this thing right now. We’re not seeing a lot of ups or downs. In Europe they’re seeing some lifts in their television magazines and puzzle magazines. Here, it may just be too early."
Samir “Mr. Magazine™” Husni, Ph.D. is the founder and director of the Magazine Innovation Center at the University of Mississippi’s School of Journalism and New Media. He is also Professor and Hederman Lecturer at the School of Journalism. As Mr. Magazine™ he engages in media consulting and research for the magazine media and publishing industry.