Are Media, formerly known as Bauer Media, has named Andrew Beecher as CEO of its automotive business, as the publisher refocuses on the new car automotive sector.
Beecher’s role will cover digital, print and broadcast with the initial task of establishing the auto brands division as a standalone business, independent from the core Are Media portfolio.
Beecher has 20 years’ experience in automotive and digital publishing, having previously led Carsales’ early marketing efforts and launched the display advertising side of the Carsales business.
He most recently led CarAdvice.com from 2014 to 2019 as CEO and managing director, overseeing its sale to Nine Entertainment.
“Andrew is a proven leader with a passion for automotive audiences,” says Are Media CEO Brendon Hill.
“He has a track record in transforming automotive media properties and we see a strong future for these brands that require a specialist focus within the wider Are Media portfolio.
“With that in mind, Andrew has the mandate to establish the automotive brands division as a standalone business, independent from the core Are Media portfolio.”
Beecher says to “repower” Are Media’s automotive brands, including mastheads Wheels, Street Machine, Motor, 4X4 Australia and Unique Cars, along with new-car advice site WhichCar.com.au, he will start with ensuring its team of journalists and content creators deliver “authentic world-class automotive storytelling”.
“The respected auto titles in Are Media’s portfolio have long been favourites of Australian motoring enthusiasts and new car buyers. However, an iconic past is not enough in a competitive automotive media landscape in 2020 and beyond,” Beecher says.
“My direction for our future success is highly aligned with Are Media’s aspirations for the auto brands.
“We are the only significant auto publisher in Australia that is genuinely consumer funded via our passionate, loyal and highly engaged subscribers. A renewed focus on subscribers goes hand in hand with delivering our OEM, agency and aftermarket advertisers a premium, uncluttered and effective range of products to connect their brands to our audience.”
Along with Beecher’s appointment, Terry Williams, general manager of the wider Trader portfolio of industry and motoring titles, will be leaving the business.
“I sincerely thank Terry for the outstanding role he has played managing our Trader businesses in Australia and New Zealand, especially his efforts in growing Whichcar.com through multiple platforms,” Hill says.
Are Media has been investing in the auto sector, recently partnering with Freedom Group, Viper Capital and Envest to launch a new insurance company targeted to women.
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