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As Bauer Media Group approaches its 150th anniversary in 2025, the company is refining its strategy and leadership structure to secure long-term success in the digital media sector. Bauer Media says it will focus on enhancing its publishing and audio divisions, which will be supported by a smart M&A strategy.
Bauer Media is restructuring its executive board to give these core business areas more influence and responsibility. From Oct. 1, business presidents Jan Wachtel (publishing) and Vivian Mohr (audio) will join the board alongside Yvonne Bauer, chair of the board, and Gerald Mai, CLO and operations. A yet-to-be-appointed Group CFO will complete the executive board.
Wachtel, who joined Bauer in January 2023, brings extensive experience from his previous roles at BILD, Funke Mediengruppe and RTL Group. Mohr, president of audio since September 2023, has been with Bauer since February 2022, previously serving as CFO and COO of the OCP business. Mohr brings over a decade of experience leading organizations through complex transformations.
Focus on publishing and audio
“With our focused strategy, Bauer Media Group is taking an important step in our continuous transformation,” says Bauer. “By concentrating on our strengths in the media business, we are positioning the company for future success. I am proud to lead Bauer Media Group as a family business in its fifth generation and ensure we continue to shape the media industry in the years to come.”
Paul Keenan, who steps down as COO and executive board member at the end of September, will take on a new role as an advisor to the chair and executive board. “Paul has been integral to our transformation and ongoing success, and I look forward to continuing to work with him in this new capacity,” adds Bauer. Under the new structure, the role of COO will be eliminated.
In publishing, Bauer Media aims to optimize processes and leverage synergies to extend the lifecycle of its print magazines while enhancing its digital operations to support the declining print business. The company is pursuing a growth strategy in audio, focusing on a lean broadcasting business, digital audio offerings, and improved efficiency and collaboration.
Bauer will also continue to pursue strategic M&A opportunities in publishing, audio and related media sectors to minimize risk and maximize digital transformation. The company has reevaluated its activities outside the media sector, exiting the SME segment and bringing in strong partners as majority shareholders for the OCP business.
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