What kind of media institution might distribute your media product and why?
• 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.
•Although the genre of Folk This itself is not particularlymainstream like the HMV group, it does share similarities withanother MAMA distributed magazine, The Fly. A musicmagazine that is also based around independent and originalmusic, that would definitely have some crossover in itsaudience.
• 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.)
• 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.)
• 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.
• 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.
• 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.
• 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.
• 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.
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