Frontline is a major magazine distributor in the UK that was formed in 1986. It distributes over 160 magazine titles to wholesalers who then supply retail outlets like Tesco and Asda. Choosing a major distributor like Frontline means the magazine will have national distribution through mainstream retailers, making it easily accessible to a broad audience who can buy it in stores or online. This strategy is expected to result in more copies sold and higher profits compared to an independent distributor targeting a niche market.

1. What kind of media institution might
distribute your media product and
why?
By Scarlet Wellings

2. Magazine Distributing
From my research I have found that major distributors will have national
and international distribution networks that will have access to major
retail outlets and online platforms.
The four main distributors for a magazine industry are Marketforce,
Comag, Frontline and Seymour.

3. Frontline
Frontline was formed I 1986 by EMAP to handle demands of expanding
circulation department. They formed forces with Haymarket publishing. It
sells and distributes over 160 of shareholders publishers magazine titles.
This was created by publishing companies to distribute their magazines.

4. Distribution of my magazine
Publisher Distributor Wholesaler Retailer Consumer
Smiths New
BBC
Frontline Menzies Tesco, Asda YOU!
Haymarket
Distribution
Produces Supplying
Display
magazine, Arrange retail outlets
magazines
editorial and deliveries of with Consumer
for
selling magazines to newspapers it’s YOU!
consumers to
advertise wholesalers. and
buy.
space. magazines.

5. Continued..
I have decided to distribute my magazine with well known distributor
companies as my magazine targets largely mainstream people. This
distribution strategy will be effective for my audience because it means it
will be available for them to buy it in shops, which should result in more
copies being sold because it is only display and which then result in more
profit for my magazine, then if it was to distribute itself using an
independent distributor.

6. Multi-platform Consumption
This is the idea that a media text, like a magazine, can be consumed by
the audience in different forms, print, web, etc.
By choosing to use a non independent distributor it means that my
magazine will be available to the audience in local supermarkets, such as
Tesco and Asda, but you will also be able to find it online. By doing this it
means that my magazine becomes available to more people to view and
read.

7. Independent Distributor
Vice magazine is an example of an indpendant distributor.
The audience profile and brand identity is meant to be challenging and
very different. This magazine distributes itself, which means it has to
work out where and how to be able to sell their magazine.
They also target a niche market, cannot use logistical frame work. Finally
the fact that they target a niche market means that Vice magazine is only
on sale in major cities, such as Birmingham, London and Manchester.