Bauer Xcel Reports Solid Growth, Ups Mezzafonte To U.S. EVP

Bauer Xcel Media, the independent digital division of the celebrity and lifestyle publisher, announced record growth for its brands in the first quarter of 2017, especially in March.

The company says the growth is a result of its editorial team utilizing real-time trending data and analytics from search, social and Web traffic - as well as improving its SEO and social media tactics - which drove organic traffic growth on search and Instagram in particular.

For example, the editorial team will look at which topics are trending with fans using data and respond with producing content covering related topics.

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Bauer Xcel’s In Touch Weekly and Life & Style brands in particular achieved record organic traffic to their sites. The two brands grew on average 39% month over month since the beginning of 2017. Life & Style experienced 212% year-over-year growth.

InTouchWeekly.com received 13.3 million visits in March, of which 32% was search driven. LifeandStylemag.com received 11.5 million visits, of which 42% was search driven.

Overall search volume was up 128% on all properties in March, compared to the same month a year ago, and up 33% month-over-month since the beginning of the year, globally.

Separately, Allison Mezzafonte has been promoted to EVP of Bauer Xcel Media’s U.S. digital business. She will report to president Christian Baesler.

Mezzafonte will be responsible for all editorial, revenue and technology in the U.S., across all brands including In Touch, Life & Style, Woman’s World and J-14.

Mezzafonte joined Bauer Xcel Media USA in December 2015 as SVP of operations. She oversaw the re-launch of FHM magazine online last fall after a decade-long hiatus.

In her new role, she will oversee new product launches and expand existing ones, using Bauer’s data-driven model. She also suggested existing brands will get a redesign this year.

“We’ll also be giving our key titles a fresh look this year, and going deeper on our data-driven editorial strategy,” she stated.
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