This document discusses representing social groups in media and choosing a media institution to distribute a hip hop/rap magazine called "Script". It aims the magazine at males ages 16-25, as they dominate music magazine readership. It would portray a "bad boy" image to clearly represent the hip hop/rap genre. The publisher IPC Media would be chosen since they distribute the similar magazine NME successfully to younger audiences and represent a variety of magazine genres. IPC Media could attract the right audience and increase sales and subscriptions for the new magazine.