When Bauer launched Wonderpedia magazine last May they made a big deal of the “£1 million launch campaign”. Of course they didn’t spend anywhere near a million quid, but whatever was spent seemed to have been pretty much wasted as the title had a debut ABC of only around 20,000 – a pathetic result for what was meant to be a major launch.
The Bauer PR department must have taken an early summer holiday, as there’s been surprisingly little fanfare about the fact that the title has been moved from Bauer’s London Lifestyle division to the less glossy arms of H Bauer. This is the stack ’em high, sell ’em cheap division where Wonderpedia will sit alongside Take a Break, That’s Life and TV Choice.
“Curiosity is hardwired in us all.” said Wonderpedia’s launch press release. I bet there are some interesting questions being asked at Bauer.