Evaluation

2. The type of company that distributes your magazine says a lot about the type of
product it is, what values and messages it contains, and who the target audience is.
Who you decide to specify as your distributor
will have a lot to do with the audience you are
hoping to attract. If they are a young,
mainstream group you might look for
companies that are huge (conglomerates such
as Frontline) and can distribute your product
across a range of platforms using new
technology and to major retail outlets.
If they a more alternative group, then you
might want a more independent
distributor who will distribute your
magazine to more select, niche retail
outlets.

3. Mainstream distributors:
Seymour Distribution
Marketforce
Frontline
Comag

4. Independent distributors:
Central Books
Viceland
Stack

5. My magazine would typically be viewed as more of an alternative genre (rock) and so
there is more of a niche market for that kind of magazine.
More alternative genres for magazines are usually distributed by independent
distributors.

6. I think that my magazine would be distributed by an institution
such as Seymour. This might seem strange because they are
classed as a mainstream distributor, they are owned by front line
but are actually focused on independent publishers.
Frontline is an
owner of Seymour,
the first choice for
independent
publishers and
international
exporter of
Frontline and
independent
publishers’ titles.

7. Seymour would be the kind of company to distribute my magazine because they have
a wide range of retailers that they supply magazines to- in the UK as well as overseas
work-, and with connections to Frontline distributors they are able to supply
magazines online as well. They distribute over different media platforms and break
into the mainstream markets, which would give my magazine a better chance of
selling well.
Frontline trade with
the biggest multiple
retailers through to
specialist newsagents
and small
independent shops,
and that would
benefit any
magazines that are
distributed by
Seymour, this is an
example of horizontal
integration and
synergy.

8. This sort of distribution will definitely
reach my target audience, because there
are many popular retailers that Seymour
supply to through Frontline....
....Such as WHSmith and large brand
supermarkets such as Tesco and
Sainbury’s....
....There is also a large online platform
which would appeal to my younger target
audience.

9. Frontline is also connected to other distributors, companies Bauer, the BBC and
Haymarket are also part of the conglomeration. Seymour benefits from all of this
by being part of Frontline.