EMAP has sold its consumer magazines to the German media company Bauer, but was not able to realise a satisfactory price for the B2B businesses. When the company was put on the block the commentators thought that it would be the consumer magazines that would be hard to sell. Perhaps Bauer know something that the industry pundits and the EMAP management did not understand. Consumer magazines could yet become a growth business. EMAPs consumer business has been rudderless in the last few years — certainly without a discernible digital strategy — so perhaps all that is needed to turn them round is some pruning, some investment and some loving attention. Getting a digital strategy that boosts advertising and circulation has to be a part of the new direction for consumer magazines.