Question 3 evaluation

1. WHAT TYPE OF MEDIA INSTITUTION MAY DISTRIBUTE MY MEDIA PRODUCT AND WHY?
BBC magazines run by Egmont UK, the BBC is a worldwide publishing institution. They
publish magazines that target lifestyle, music, cooking,
cars and a range of others, the one I have researched and
focused on is We Love Pop magazine which is also their
most popular magazine to be sold. Egmont UK are based in London in The Yellow Building.
Mike Richards is their current marketing director, he is responsible for overseeing
publishing. Currently Egmont UK is part of the Egmont Group, one of Scandinavia’s leading
media groups. The UK’s second largest children’s magazine publisher with 230 employees,
selling approximately 25 million books and 12 million magazines every year.
Egmont UK believe in encouraging young children to read, whether that is through books,
digital media or magazines. For their older audiences (11-15 year olds) they produce We
Love Pop, this is to “keep them absorbed for hours with topical, engaging content”.
I believe that Egmont UK would be an ideal institution to publish and distribute my
magazine. Relating to magazines in the same genre, Egmont publish We Love Pop magazine,
due to the style of my own creation, my magazine will be
relatable to the young target audience, it will also give the
BBC an opportunity to publicise their television programs
to the their target audience, seeing as my magazine will
have the same target audience as TV programs on
channels such as CBBC.
Although my magazine follows a typical pop magazine structure, it still has unique features
and a completely different colour scale to any other. This is why the BBC would be a perfect
institution to distribute my magazine. Adding this genre of magazine alongside We Love Pop
magazine would create some competitiveness but ultimately raise the sales of both
magazines as the publicity would increase too, due to advertisements in the magazines.
There are certain benefits to using a large publishing company such as Egmont UK, these
would include the media coverage of my media product.
For example my magazine would be able to be advertised
across a range of media platforms including other
magazines published by Egmont UK, and through the use
of a variety of television programs aimed at a similar
target audience. Despite the benefits there would also be
some challenges, as there is a huge market for magazines
of hundreds of genres it will be more of a challenge to promote a pop magazine as there are
already various other successful magazines of the same genre. Another factor that could be
a potential challenge to face would be the lack of control over key promotional

2. factors/design choices, this could impact the overall magazine and change key features
which would relate to brand identity.
Egmont is a well-established institution owning some of the most popular brands in the UK.
They have a good reputation and their brands are well received. This establishes audience
trust and loyalty, furthermore resulting in a wider fan base of regular customers who are
making repeat purchases. The general success of Egmont UK will overall help my magazine
to succeed, due to the public’s perception on a successful publishing institution they are
more likely to purchase a well-known branded magazine rather than one which does not
have any reputation in the publishing industry. Print magazines generally struggle to be
owned by an experienced, successful institution, so by choosing Egmont UK to help my
magazine survive and succeed, I should be able to gain advice about the tactics, methods
and techniques that can be used in order to make this happen.
The average circulation rate of We Love Pop is 115,000, this is a significant figure as it
illustrates the popularity of a magazine distributed by Egmont UK. By working across a
variation of multimedia platforms, my product will appeal to a wider audience, the younger
demographic will appreciate a variety of platforms to gain access to my magazine on, for
example a website and potentially an app. They will also appreciate the visual and audio
benefits.