1. What kind of media institution
might distribute your media
product and why?

2. • Although the genre of my music magazine is relatively niche
and consists of independently signed bands, I think that Folk
This would benefit the most from being signed to a big
company called MAMA, who are owned by the HMV Group.

3. •Although the genre of Folk This itself is not particularly
mainstream like the HMV group, it does share similarities with
another MAMA distributed magazine, The Fly. A music
magazine that is also based around independent and original
music, that would definitely have some crossover in its
audience.

4. • The main reason I think Folk This would be suited to MAMA
is the synergistic links that MAMA have. As well as distributing
The Fly, MAMA are predominantly in the live music venue
business. They operate festivals such as The Great Escape,
Lovebox, Escape Into the Park and Global Gathering, as well as
venues such as the HMV Institute in Birmingham, Barfly
Camden and HMV Apollo (formerly Hammersmith Apollo.)

5. • As my research suggests that folk music fans consider live music
very important, having synergistic links with venues such as
Camden Barfly and HMV Institute would be very beneficial to
Folk This. If Folk This were to be advertised in the
aforementioned venues at little or no cost, then there would be
high exposure of the publication to my desired target audience-
young people who enjoy live music and independent artists.
(Smaller artists play smaller venues, such as Camden Barfly as
opposed to arenas.)

6. • As a result of synergistic links with other MAMA owned
venues/companies etc, less money is needed to spent on literal
forms of advertising- such as billboards/posters etc, as they will
be around appropriate venues. This money can then be put
towards online advertising on social networking sites- such as
Facebook, vintage clothing sites, music streaming sites such as
Hype Machine etc.

7. • I think that online advertising is crucial to Folk This, as the
target audience is young, female, dedicated music fans who
would spend a lot of time online either on their smartphone,
tablets or laptops etc looking for new music or shopping online
etc.

8. • As my target audience spend so much time online,
media 2.0 technologies are crucially important in gaining
exposure for Folk This.
• For example one technique I would use would be to
include QR codes on Folk This advertising posters.
People can then scan this code with an app on their
smartphone, that would take them directly to Folk This’
website or to exclusive content etc.
• Setting up social networking profiles on sites such as
Facebook and Twitter would also be important for Folk
This to gain publicity and word of mouth.

9. • I think these kind of methods would be very suitable for Folk
This, as it is well suited to the target audience who spend a lot
of time online and in small music venues etc.
• Multi platform distribution is important for Folk This as it
would enable readers to interact with the show in a number of
different methods. Giving the reader different options is also an
example of pull media as opposed to push which would deter
the modern day independent music fan.

10. • I think Folk This should be sold in specialist newsagents,
record stores, vintage clothing stores, and have a downloadable
version that could be purchased from the Folk This website,
and then read on a smartphone or an iPad etc.
• I think selling Folk This in supermarkets and mainstream stores
like WHSmiths would be ineffective, as it would too expensive
for MAMA to stock Folk This at major shops, and would not
be exposed to the desired target audience.
• Stocking it in major stores may also deter potential readers as
they may see the magazine as less credible if it’s stocked in
places such as Tesco, Asda, WHSmiths etc.