Bauer Media’s Now To Love has set a new record with a March unique audience of 2.1m, up 17% from last month and 75% this year (since January 2019), moving into third position in the Family & Lifestyle category according to Nielsen’s latest DCR data.
Bauer Media said original and local content produced by the Now To Love editorial team was the key driver of engagement across the site in March, with readers spending an average of 3 minutes and 38 seconds reading and watching MAFS content.
Royals and parenting content that speaks to Australians is also a key driver of engagement with audiences, said Bauer. Advertiser led native content is delivering an average dwell time of 3:59 seconds on the site.
Fiona Baker (pictured), digital content director of Now To Love, said: “It’s very exciting to see the impact Now To Love has had in such a cluttered and competitive category, especially as we’ve only been around for a little over two years.
“Our strategy to deliver original and targeted content our audience is hungry for – and in the past couple of months that has been all things reality TV and royals – has certainly been behind our staggering success of recent months, along with the unrivalled opportunity to collaborate brand-first with heritage brands like Woman’s Day, Women’s Weekly and TV Week.
“We’ve also recently unveiled a refreshed and redesigned platform to give audiences more of what they want and upgrade the user experience. All in all it’s been our honed and well-thought out content and audience development strategy that has seen Now To Love garner such a strong and engaged Australian audience.”