1. What kind of media institution
might distribute your media
product and why?
Katie Hunt

2. IPC
IPC is the UK’s leading consumer magazine publishers, targeting 26 million UK adults
(two thirds being women, and 42% being men.) However, the institute also reaches
25 million people worldwide online each month.
The institute provides content for multiple platforms, including mobile, tablets,
events and print. This has allowed them to become increasingly well known
worldwide.
Their aim is to work with their consumers, advertisers and business partners with
the aim of achieving exceptional value, service, innovation and creativity.
IPC is made up of 3 publishing divisions, aimed at different platforms and audiences.
IPC ‘Inspire’ works on producing brands associated with leisure and lifestyles. One
example of a music magazine produced by IPC ‘Inspire’ is ‘NME.’ This magazine is
regarded as the ‘most respected music weekly in the world.’ It has a target audience
of 16 – 24 year olds, who are passionate music fans. ‘NME’ provides a mixture of
news, opinion and artist interviews, suggesting versatility.

3. Future plc
Future plc presents itself as being an extremely versatile company, through its
different core sectors and music magazines published. The company produces
content across 5 key sectors: technology, entertainment & video games, sport &
auto and music & creativity. This same level of diversity is presented through the
music magazines presented, too. These include ‘Classic Rock,’ ‘Metal Hammer,’ and
‘Total Guitar.’ However, the institution is regarded as the ‘biggest guitar and music-
making publisher in the UK,’ through magazines such as ‘Rhythm’ and ‘Guitar
Techniques.’
This institutions achieves 50 million unique viewers a month online, and are said to
be the worlds leading publishers on tablets.

4. Bauer Media
Bauer Media has been a successful UK based company, having produced 300
magazines in 15 different countries. This institution is made up of different
companies, who focus on two main divisions: magazines and radio.
The institution aims to connect audiences, through building personal relationships
with engaged readers and through the content of a range of different platforms, in
many different ways (online, print etc.)
Some well known music magazines produced by Bauer Media are those such as
‘Smash Hits’ and ‘Kiss’ which focus specifically on radio. Other music magazines
produced are those such as ‘Kerrang!’ and ‘Q.’
‘Kerrang!’ is said to be aimed at young teens, who are open to different rock genres
and helping them to build a interest in certain bands presented.
‘Q’ is the UK’s biggest selling monthly music magazine, who celebrate the biggest
stars in rock and roll, and bring the most exciting news of new artists to readers.
Both magazines are well known around the world, due to Bauer Media’s
international reputation.

5. Who should distribute ‘Be Original’?
An appropriate institute to print ‘Be Original’ would have to be one which shows the
promotion of different genres and styles, as this magazine takes a different approach to Pop. It
would also have to show some evidence of brands that appeal to my target audience, as the
magazine can then gain feedback as to how this magazine has sold, and relate this to how well
‘Be Original’ may sell. Also, the popularity of the institute and brands, as well as the different
ways to access information could be important, as ‘Be Original’ wishes to attract as many
readers as possible in order to be a success.
When taking these ideas into account, the institute which seems most appropriate to distribute
a magazine such as ‘Be Original’ would be IPC , due to their specific target audience of 16-24
year olds, which is similar to ‘Be Original,’ and the reputation of their brand, ‘NME.’ Also, the
sheer numbers of viewers online and of print is impressive, suggesting ‘Be Original’ would have
a chance of getting noticed both nationally and worldwide, and influencing this many people
conforms to the magazines aims. Also, IPC appeals to both men and women, almost
equally, suggesting the magazine would reach both genders.
Bauer Media and Future plc both showed evidence of versatility through different
sectors, however the brands they distribute are specific to genres (eg: Rock or Technique).
‘NME” is a versatile magazine, looking at different genres, meaning a Pop magazine may be
more successful with the institute IPC.

6. Advertising
‘Be Original’ is a magazine aimed at young people, around the ages of 16-24 years old. This suggests some products
advertised in this magazine can be modern, such as new technologies and clothing brands. ‘Be Original’ is a
magazine based around the genre of Pop and inspiring, suggesting readers will have a passion for music. Therefore,
the magazine could also advertise events such as institutes which help people to achieve a music career. As my
magazine is non gender specific, the products advertised can be suited to both genders, with a balance of gender
specific products.
‘ACM’ is the ‘Academy of Contemporary Music,’ which is an institution which aims to educate adolescents on the
music industry and achieve a career. ‘Scamps’ has a similar aim, to the same age group. Advertising these
institutions fits with the aim of inspiring people and aspiring to a career. This magazine would attract these sorts
of readers, meaning they would work in this magazine.
‘Apple’ and ‘Beats’ are well known technologies, which sell products such as tablets, phones, computers and headphones.
16 – 24 year olds are likely to be in the know about these sorts of companies, and influences by their peers to possess such
products. As well as this, 16 – 24 year olds are more often than not students, meaning laptops and computers will appeal
to them for these needs, as well as for leisure and perhaps listening/storing music.
‘Converse’ and ‘Superdry’ are a well known clothing brand, who are likely to be owned more so by 16 – 24 year olds than
any other age group, as they are more modern. This age group are heavily influenced by peers to own such well known
brands. However, the images presented in the magazine also include models not wearing these labels, and more casual
clothing. This links to the socio-economic audience too, as not all members of the audience will be able to afford such
brands. Therefore, high street stores, such as ‘New Look’ and ‘Topshop’ may also be advertised.
‘HMV’ and ‘iTunes’ are both ways of providing music to the general public. ‘HMV’ is a high street store, which a lot of 16 –
24 year olds would know about whilst out with friends. However, both companies also both work online, on smart
phones, tablets etc. Young people will be more in the know about how to access these sights/apps. Also, these stores
provide all genres of music, including Pop.
This magazine is aimed at both genders, and specifically at the 16 – 24 year old age gap. This age group and both genders
in this modern day are increasingly worried about their appearance, therefore a product such as ‘Witch,’ who provide
products for maintaining clear and healthy skin, would be relevant. Both genders would want to cure problems such as
acne, which are common in this age gap.

7. Online Presence
Magazines sometimes have an online presence, meaning they can be
accessed on the internet, as well as being purchased. Through looking
at the online presence of other music magazines, and in particular
‘NME,’ ‘Be Original’ have decided having an online presence would be
a good idea. On the home page of ‘NME’ there are lots of
option, such as viewing musical
news, interviews, blogs, reviews, photos and gig tickets. These
options are displayed in a navigation bar, meaning it is easy for
readers to find their way around the page. This acts as a way of
generating viewers with all sorts of interests to do with music, similar
to ‘Be Original’ and their aims. Other than this, an online presence is
an effective way of attracting viewers from all over the world, as the
internet is accessible to everyone. The statistics suggest that ‘NME’
generate 25 million viewers online worldwide per month, suggesting
this an effective way of gaining worldwide attention. ‘Be Original’
would then have a reputation, meaning it would be more likely to be
an inspiration. Being online also does not restrict people from other
socio-economic groups, as the webpage would be free to access. The
internet is also a good idea when taking into consideration the target
audience, as younger people are likely to be more familiar with how
to use the internet fast and efficiently.
Therefore, an online presence would be effective in attracting the
young age gap and creating a worldwide reputation for this
magazine, meaning it can inspire all with its diverse range of stories
and information.

8. Smart Technology
Since 2008, ‘Apple’ have approved over 500,000 Apps, created
by various people. This suggests that access to information and
games via smart technology is increasingly popular, meaning
an App for a magazine such as ‘Be Original’ would be relevant.
The idea behind an App for ‘Be Original’ would be to offer
news and information to readers whilst on the go. This is
particularly important to this age group, who have active social
lives and so are always out and about. This age group are also
likely to own smart phones, meaning access to such an App
would be easy. The purpose of the App would be to entertain
readers with shorter articles to that in the magazine, as on the
go they may not have time to read a lengthy article, and this
may act as an incentive to go out and buy the printed
magazine. The App would not be aimed at generating a profit,
as this is when people will be more reluctant to get the App.
‘NME’ take a similar approach with their App, and reviews have
suggested this is effective, much like the web page. The ‘NME’
App also gives readers the option to use a tagging system,
alerting the reader of breaking news about a chosen artist. This
means the reader can stay up to date with specific details,
which is an idea which could work for ‘Be Original.’
‘IPC’ are known for their tablet and smart phone App’s, and
these are said to have made the institute and the brands
(‘NME’) increasingly popular worldwide. This is because, like
the web page, Apps are accessible all around the world. This
could be effective in creating a reputation for ‘Be Original’ and
helping to inspire people all around the world.