Bauer Media’s closure of iconic magazine Cleo last year has left it in possession of social media accounts with several dozen thousand followers. Building up a fanbase on social media is hard work– and seeing as it has the accounts lying around, Bauer has decided to put them to work.

In the Financial Review this morning, Rear Window scribe (and former Bauer editor) Bryce Corbett reveals Bauer’s “Instagram heist”, in which the company has simply deleted years’ worth of Cleo content on Instagram and replaced it with content for Happi Yoga (yes, that is how they spell it). The new mag is a new once-off $10 yoga title it launched last month that aims to explore “new commercial opportunities and different methods of bringing new brands to market” (to quote the Mumbrella article). Cleo had about 45,000 followers on Instagram, who now follow the yoga mag instead.

This morning, it has emerged that it’s not the only social repurposing Bauer has been doing. Cleo’s Facebook account, with its 323,000 followers, has from August been rebranded to “Never Be Beige”, which bills itself as a Facebook page sharing only good news. That good news includes posts on celebrities from most of Bauer’s women’s titles, including Elle, Cosmopolitan, the Australian Women’s Weekly and Dolly. Like on Instagram, the account has been scrubbed of Cleo content, but its profile picture archive still shows old Cleo covers. — Myriam Robin