New Bauer mag 'Wonderpedia' backed by £1m marketing

Bauer Media is launching a new monthly magazine called Wonderpedia backed by a £1m marketing campaign.

The new mag – which will carry the strapline ‘Discover something new’– is aimed at ‘everyone with a curious nature and a thirst for knowledge’but its core demographic is “ABC1 men aged 25-54 who need to know ‘something about everything and everything about something'”.

Bauer said it will offer a ‘unique mix of content from the most important moments in history to futuristic technology, from the secrets of the animal kingdom to gripping world events, from the far reaches of outer space to the inner workings of the human mind”.

According to Bauer the launch will be supported by a £1m marketing campaign and from 10 May a free special preview issue of the magazine will be distributed to more than 200,000 consumers.

The website will be launched in tandem with the magazine, which will cost £1.99 and was developed by an eight-strong editorial team.

Abby Carvosso, managing director of Bauer Media London Lifestyle and Advertising, said: ‘Wonderpedia will be as surprising and unpredictable as the world that we live in.

‘Every issue it will take readers on a voyage of discovery to further their understanding of the world, getting closer to the things that matter and reminding them of the everyday magic of the universe.

‘Our extensive pre-launch research demonstrated that Wonderpedia will genuinely bring something new to the UK magazine category.”

Bauer Media chief executive Paul Keenan added: ‘Bauer Media continues to invest in great magazine products and the launch of Wonderpedia magazine further demonstrates its commitment to provide engaging content to a range of audiences.

‘Wonderpedia is entering into a strong knowledge category and is unique in its tone and the way it offers a wide breadth of content differentiates it from existing UK magazines. It represents a fantastic opportunity for advertisers to connect with a group of engaged and educated male consumers.”

Last month Bauer announced the expansion of its women’s lifestyle portfolio with the launch of Landscape magazine.

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