Institutions

1. WHAT KIND OF MEDIA
INSTITUTION MIGHT
DISTRIBUTE YOUR MEDIA
PRODUCT AND WHY?
Becky Cleghorn

2. Media Institutions – Bauer Media
I believe, Bauer Media would be a good publisher for my music magazine ‘Focus’
because my magazine connects with other types of magazines out in the industry
already. A big company like Bauer Media publishes magazines which have a wide
customer base. ‘Focus’ magazine is a pop magazine aimed at teenagers and
therefore fits Bauer Media’s needs. The size of my target audience is big as the
population is ever growing and teenagers are becoming more interested in music
and trends. My magazine provides readers with all the current trends related to
music and fashion, therefore they will be attracted towards the magazine. My
magazine is also predominantly based at females which is also a wide target
audience that this publisher is interested in. My magazine fits the normal forms and
conventions that Bauer Media products use, therefore would fit in perfectly. Bauer
Media is a multi-platform media group which focuses on two main divisions –
magazines and radio. They are a mass publishing company and would therefore be
ideal for my magazine.

3. Bauer Media Products
‘Heat’ and ‘Grazia’ are two examples of magazines that Bauer
Media publishes. Both these magazines are predominantly
based at females which relates to my magazine. When looking
at the products Bauer produces, they are all aimed at an older
target audience. Therefore, having Bauer publish ‘Focus’
magazine gives them a teenage audience which will help them
in later years. Publishing a younger audience magazine would
also help expand the company's overall readership as it
introduces a younger audience. If Bauer Media keep
publishing magazines aimed at the same audience, then they
will be competing with one another and eventually one will
lose out. However, publishing a different type of magazine
aimed at a younger audience brings new people to the
company and improves the overall readership.

4. Advantages & Disadvantages of using a
major publisher
ADVANTAGES DISADVANTAGES
Wide distribution Pay royalties twice a year with rates between 6-
25%
Marketing power Not able to keep all net profits
Professionally edited, layout and design Takes 6-18 months before publication
Better chance of foreign options Don’t have total control
Vetted by two people so is examined thoroughly
before publication which removes errors
Publishers and Editors give short deadlines
which can cause stress
Automatic listings in catalogues that other
stores use such as book shops when ordering
products.
May disagree with decisions

5. Advantages & Disadvantages of using a
small independent publisher
ADVANTAGES DISADVANTAGES
Keep 100% of net profits Vetting is not available to there is risk
of errors before publication
Full control over editing process and
marketing
Have to find a ghost writer to pay
Write on your own time Write on your own time
Easy to implement changes Fewer sales
Less proportion of the current market
(10%)

6. Would my magazine get distributed by
one of the big UK distributors?
I believe my magazine would be distributed by big UK distributors such as
WH Smiths because my magazine is mainstream and is aimed at a wide
customer base. This therefore means that my type of magazine appeals to a
wide range of people and can easily be bought. My magazine is
predominantly female based which is similar to other magazines distributed
in WH Smiths, therefore, my magazine would fit in perfectly. However,
statistics show that 7/10 magazine titles don’t go further than 4 years into
the industry.
I also think that digital distribution is available for my magazine and also
selling through subscription.

7. Synergy
For my magazine, I will like to make it multi-platform. Therefore, I would like there
to be an online version of my magazine. This is because it makes it easier for my
target audience to access as they are regularly online. The amount of people that
have access to internet nowadays is increasing, therefore having an online version
of my magazine is key. I would also like there to be a sister product of my
magazine such as a radio station. Bauer Media is a publisher that I think would be
keen on my magazine and they focus predominantly on magazines and radio.
Therefore, having a radio station would fit perfectly with the publishes needs and
would also increase the overall readership and brand awareness of my magazine.
My target audience are keen on going to festivals and gigs. Therefore, I would also
like my magazine to get involved in sponsoring awards ceremonies and events
such as festivals. This is because it would help connect my brand with my target
audience and would improve the overall awareness of the brand.