1. Question 3: What kind of media
institution might distribute your
media product and why?
Lucy Durham

2. Looking at publishing companies
After extensive research into media publishing companies, I have
looked at various websites and discovered which media group my
product would fit in well with. I have decided that Bauer Media
Group would be most suited to my product as it has a lot of
experience with music magazines. However it has a gap in the
market for a magazine of my genre rather than other publishing
companies such as IPC Media and Condenast Media that produce
music magazines and have experience with my genre of magazine
however they already produce similar genres so this may not work
out as well and I may be fitted to other publishers like Bauer.

3. Distribution
• In regards to my target audience, it would be within young 'indie' bracket which is a
similar audience to that of Q & NME. My distribution would be on a mainstream
level as although the target audience prefer to be 'individual', with the large range of
artists and variety within the genre, it has a wide spread target audience therefore it
would appeal to a larger widespread audience rather than a select group such as a
fishing magazine would.
• From my research, I have made conclusions on which type of publishing company
would distribute my media product. Companies such as Bauer Media group publish
similar magazines to mine like Q & Mojo and have a similar target audience, who are
within a mainstream distribution but however are niche in terms of the style of music
they focus on, however individual the artists, it appeals to a large variety of
consumers who are interested in a range of musicians. However, a distribution
company such as IPC Media may also be good for my product as they have a large gap
in their market for my genre of product, as they specialise in magazines within the
genre of Women's chat magazines and TV Guide magazines, however there would be
one main competitor within IPC publishing would be NME as this particular
magazine has the same target audience and have the same style layout therefore
working with IPC Media would come with his risks of it becoming too similar with
NME, no matter how much previous knowledge from IPC could be used in the
construction of my magazine. In conclusion, I feel that although IPC have more to
offer in terms of experience within my particular genre, I feel there would be more
availability in the Bauer Media Group for my genre of magazine and I feel that from
the variety of music magazines published by Bauer, such as Mojo, Q, and Kerrang!,
their range of experience could be applied to my product and open a completely new
window in their consumer market.

4. Advertising
• I think that with Bauer Media Group, I could use their already thriving
music magazine as a stepping stone of advertising my magazine, such as
adverts or sell lines on their covers to make it clear to consumers there is
something new to look out for. I would also choose to use the traditional
methods of advertising which always work successfully however I would
take the new change in technology to help further advertise my product
across different technological media aspects. Firstly, I would choose the
approach of a TV advert, as this is rarely seen with magazines. To
consumers, if it is on TV, it must be important so by fitting it in an advert, it
reaches out to an existing community of TV viewers. I would feature my
advert amongst programmes that appeal to my target audience, so I may
use MTV for this, as my target audience will listen to music in a variety of
different platforms, however I feel that MTV Music may not be the right
channel as the pop mainstream music played on MTV may not appeal to a
group who like individual and unique music therefore I would carefully
consider which music channel would be used such as VH1, a music channel
run by MTV.

5. Advertising
I would also have an advert on ITV after watershed as I feel this is when my target audience
tune into the TV, and many programmes appealing to my target audience will be on at this
time frame and on this channel. I would also have billboards in places where my target
audience would most likely to see them, such as in town centres and on bus shelters, as my
target audience are likely to use this type of transport. Another way I would advertise my
magazine would be using cookies on the internet, and see what type of websites my target
audience are interested in, such as clothing websites, like River Island or Urban Outfitters
and create a banner which takes the consumer straight to the website where they can access
previews and photos and articles from the magazine. By not giving away too much, it will
still leave the audience with something they do not have, a physical product and the
complete one at that. By previewing to the target audience this will give them a flavour of
what to expect and will intrigue them. This use of technology will work well as my target
audience use the internet so often that this would be an ideal way to showcase my product
to them, and by pin-pointing my particular target audience using their web usage, this can
catch the attention of those who my product is aimed at. However on the other hand, by
adding an advert on general TV channels like ITV, it will be showcased to a vast audience,
who may fit within my target audience however may not have access to the internet. In
order to create hype of my product, I would hold a competition to win gig tickets, and this
would also be advertised along with the arrival of my product. By doing this, I will get
people within my target audience talking about my product, and spreading by word of
mouth. This may also lead to a vaster target audience, as more people may find appeal with
the concept of the magazine, or the exciting competition prospect.

6. Advertising
• Another use of technology my target audience would use would be the use
of the radio. As BBC Radio does not include advertisements, I would aim
my adverts for a station such as Capital FM, who's target market is young
people between the ages of 15-34 and my target audience fit within this age
bracket. I would place my advert on a morning show as most of my
audience would be listening getting ready for school, college, job etc
therefore will be up to hear about it. It would consist of a 30 second slot
which highlights the genre of my magazine, its content such as
competitions, exclusive interviews and with details such as the price and
where my product can be found.