• by Erik Sass  @eriksass1, February 5, 2015

Celebrity and lifestyle magazine publisher Bauer Media Group is bringing together all its digital properties around the world on a single digital platform, Bauer Xcel Media, which is already operating in the U.S. and combines the digital assets of Bauer’s American properties.

Taking Xcel global will create a unified digital media business reaching 130 million unique users worldwide, according to the publisher.

Bauer Xcel Media will include the digital assets of Bauer brands spanning a range of media including connected TV, radio, print and pure-play digital channels, and aims to help integrate local and regional brands into global campaigns. As part of the expansion, Bauer plans to hire new staff to bolster its digital media production and sales capabilities, including more investment in data-driven publishing and advertising.

Bauer Xcel launched in the U.S. in August 2014, and immediately set about relaunching some of the company’s flagship Web sites. Since then, it has enjoyed strong growth in online traffic at sites including LifeandStylemag.com and InTouchWeekly.com, among others. Total monthly unique visitors increased 526% from 2013-2014, reaching 25 million, according to the company.

Bauer Media Group board member Andreas Schoo explained the decision to take Xcel global: “We believe that having separate focus behind our print and digital businesses will allow us to achieve significant growth in digital whilst continuing to drive our successful print business forward.”

Last October, Bauer Media Group partnered with Readly, a Sweden-based service that offers readers flat-fee subscriptions to multiple magazines, for a new digital subscription service. Subscribers gain access to the publisher’s portfolio of over 100 digital magazine titles in the U.S., U.K., and Germany for $9.99 per month.