The document evaluates different publishers for a proposed music magazine called "Culture". It analyzes publishers like Dennis, Bauer, IPC Media, and Townsquare. Townsquare is selected as it has extensive experience publishing music magazines like XXL and RapUp, owns hundreds of radio stations, and already has an audience of hip hop and rap fans. The document also compares traditional publishing versus self-publishing, noting Townsquare's expertise would help the magazine succeed. Additional products like a digital edition and Spotify playlists are proposed to reach online audiences.

1. EVALUATION :
INSTITUTIONS
By Ryan Halliday

2. WHOWOULD PRODUCE CULTURE
MAGAZINE?

3. PUBLISHERS
 Dennis
 Motoring Enthusiasts – Cars,Travel, Gadgets & Environment
 IT Decision Makers – Business, finance, Internet &Technology
 Affluent Men andWomen – Current affairs, finance, travel, Politics &
food.
 Early Adopters –Technology, Internet & Gadgets
 Style SeekingYoung Men – Entertainment, Gaming, Sci-fi,Comedy
& Gadgets
From what I found about Dennis Publishing I will not go with them as
none of there magazines focus on music and therefore I would not
know how they handled the genre and therefore would rather go with
a publishing company that is more experienced with the genre.

4. PUBLISHERS
 Bauer
 Music Enthusiasts – Mainly radio andTV supporting channels such
as 4 music and Kiss – Kerrang, MOJO are there only music
magazines
 Motoring Enthusiasts –Travel, Environment and past time
 Bike Enthusiasts
Bauer are a very strong publishing company with 22 million people,
107 brands to their name and because of this there is certainly an
audience that I can reach out to the only thing is they are only
publishing Kerrang and MOJO which are a rock and indie music
magazines which are opposite genre to my magazine so because of
that I don’t think I will go with them.

5. PUBLISHERS
 IPC Media (Known asTimeInc.UK)
 TV –TVTimes, what’s onTV etc.
 Music – NME and Uncut
IPC Media/Time Inc. is a publishing company which has been
around since 1968 and have a large portfolio with the numbers in
the region of 350 million copies each year across all their brands.
IPC deal with some of the biggest magazines out there and
relating to music they are the publishers behind NME and Uncut
which are very big music magazines and because of their extent
knowledge of publishing music magazines they would be ideal to
make culture stand out and to get the copies sold.

6. PUBLISHERS
 Townsquare
 Heavily music based – XXL, RapUp
Townsquare is a much small company than the others that I have
researched and with two big rap magazines to its name already it
seems like it would be perfect for the Culture magazine. And with
it being the ‘3RD LARGEST OWNER OF RADIO STATIONS INTHE
US’ it has the availability to advertise and also controls the way
that things will be published due to them having many successful
platforms and with their knowledge of this will be able to help
Culture in the future

7. PUBLISHERS
 Culture would best be placed with a medium publisher due to
the control still being in place and they still have the money to
fund the magazine.
 Culture would be with the publisherTownsqaure due to their
extensive knowledge and experience with music magazines,
they already have XXL and RapUp in their library along with
hundreds of Radio Stations with hem being the 3rd largest owner
of radio stations in the US so their experience with music is very
extent. And in the future could lead to create a sister product
which would be a radio station depending on the success of the
magazine.They already have an audience of hip hop and
rapping enthusiasts to my magazine will fit in perfectly.

8. TRADITIONAL PUBLISHINGVS
SELF-PUBLISHING
 Traditional Publishing –
The author gives a proposal to a publishing house and the editor will
read it and decide whether it is right for the house and will either
accept it or reject it. If they decide to accept it you then get paid in
advance and the house puts up the money to design, package and
then will print and distribute the magazine with you getting shares of
the sales that it makes.
 Self-publishing –
The author decides to self publish which means he will need to provide
the funds as well as all the artwork.The author will be responsible for
marketing and distributing the magazine.Also with self publishing the
majority will have less contacts unless they have worked in the
business before.

9. TRADITIONAL PUBLISHINGVS
SELF-PUBLISHING
Time –
With traditional publishing time is much longer due to the verification
process where they decide whether it will be beneficial for the house
or print. Also you will probably have to go through a few publishing
houses until you found a house that has a passion for your magazine.
With self publishing you can publish the book much faster due to it
being your own idea and you will not have to verify it with anyone else,
and if you were releasing an eBook as a self-publisher you could have
the book out in days.
Money –
With self publishing you will normally spend more to publish the book
as you have to source everything yourself whereas in traditional
publishing it already has the resources, experience, knowledge and
the contacts and that will vigorously promote your book.

10. TRADITIONAL PUBLISHINGVS
SELF-PUBLISHING
Control –
Control is the biggest reason on whether you go to a publishing house
or to self publish it, when you are creating a magazine and willing to
publish it , it will be your pride and joy and you will get emotions
attached and once the publishing house has brought the rights to that
magazine they could rip it to shreds and change everything about it.
Another reason is about the content that you put in the magazine, a
lot of publishing houses release PG content for their reputation and
will refuse to print yours if it did not reach the guidelines so because of
this many would self-publish the magazine because of their control
over it and they can do what they want to a certain extent, you can
also decide over the design, appearance and how its marketed and
distributed

11. OTHER PRODUCTS
 From my early research I showed the magazine industry is
slowly dying as more magazines are going online to compete
with other publishers. Culture will be doing a digital edition so its
both available in print and online, culture will also have a Spotify
playlist where it will have playlists that feature all the songs and
artists that were mentioned in the most current edition of
Culture. Along with sponsoring events like the MOBA Awards
where the grime genre is heavily celebrated.