Gold Magazine is an urban music magazine targeting the urban community and aims to fill a gap in the market as existing competitors like Spin Media and Harris Publications are not suitable due to their similar content. Johnson Publishing Company Inc. (JPC), which publishes Ebony and Jet magazines, is identified as the ideal institution to publish Gold Magazine, leveraging its existing audience and distribution channels. Distribution of Gold Magazine would take place both physically and digitally, including e-zines, smartphone apps, and social media platforms to reach a wider audience.

1. 3.What kind of media institution
might distribute your media
product and why?
By Jason K. Balogun

2. Gold Magazine
 Gold Magazine is a music magazine dedicated to strictly urban music besides urban
culture. Relevant information regarding rap, hip-hop, R&B and soul is the style of content
that would feature within this monthly magazine. It is a magazine that primarily targeted at
the urban community, which includes Black African, Caribbean and Caucasian
audiences. Gold Magazine has two main competitors within the market, therefore there is
room for another urban music powerhouse.
 What Media Institution Is Best For Gold Magazine?

3. Spin Media
 Spin Media is the publishing institution for VIBE magazine
which is also a music magazine dedicated to urban
music. The magazine is published on a fought monthly
basis.
 VIBE Magazine was bought by Spin Media in 2007 due
to the fact that previous owners were not able to meet
the costs of the magazine.
 Spin media would not be an ideal publications
company to publish Gold Magazine due to having a
magazine of the same content on the market.

4. Harris Publications
 Harris Publications is the parent and publishing company
for XXL magazine. Harris Publications publish 6 issues of
the magazine a year. XXL joins VIBE Magazine as the top
2 urban music magazine powerhouses.
 Harris Publications would not be suitable reason being
that they currently publish a magazine similar to GOLD
Magazine.

5. Why No to Harris Publications & Spin Media?
 For both of these magazine institutions, publishing more than one magazine of the same
type of content would not be a smart decision for them. This is due to the fact that
publishing magazine entails high cost in terms of printing. For example VIBE Magazine
nearly went bust in 2007 because they were unable to cover the cost of magazine.

6. So What Media Institution Is Suitable?
 Johnson Publishing Company Inc. (JPC)
 JPC is the largest African American owned publishing
firm in the world. They are the publishers of both JET
Magazine & EBONY Magazine, which are both urban
magazines marketed towards largely black
communities. Both magazines contain information
regarding areas such as
health, lifestyle, relationships, fashion, entertainment
besides many more.

7. EBONY Magazine
 EBONY Magazine was the first of the two magazines
to be published by JPC. The first issue was published
back in 1945. Since then JPC have continued to
publish urban information concerning various topics.
 Due to growing demand for the magazine in the UK,
JPC have started to distribute the magazine within
the UK since late 2008.
 EBONY Magazine is a magazine that is published on
a monthly basis around the world.

9. Jet Magazine
 JET Magazine is an American weekly magazine that
is marketed mainly towards the black community.
 It is the sister magazine of EBONY Magazine
however unlike EBONY, JET is published on a weekly
basis to provide readers with new and recent
information.

11. UK Market
 Publishing and distributing GOLD Magazine from the
UK would further enhance JPC presence within the
Magazine Industry.
 GOLD would become their first UK based magazine.
The urban community within the UK is strong which is
a clear reason as to why GOLD should be published
by JPC.
 By publishing GOLD Magazine it would also benefit
JPC as it increases the brand awareness for both of
their existing magazines, here in the UK.

12. Why is JPC Ideal for GOLD Magazine?
 JPC currently do not have an urban magazine strictly dedicated to music. GOLD
Magazine is ideal for JPC as it also a urban magazine alike JET & EBONY however the
content is regarding music. Therefore this allows JPC to reach out to a wider audience of
those interested in urban music.
 GOLD Magazine is a magazine that has the same exact target audience as both JET &
EBONY magazine, this make things so much easier with regards to distributing the
magazine to the correct audiences by utilizing similar logistics used for the other
magazines.

13.  Publishing GOLD allows room for JPC to compete with both Harris Publication and Spin
Media in the market for urban music magazine. Healthy competition could result to the
firm generating more income from GOLD Magazine.
 Having a music magazine enables JPC to provide their existing regular customers of
EBONY & JET Magazine a brand new service by producing a magazine subscription
package that entails JET, EBONY & GOLD Magazine within that package.
 GOLD would become JPC’s first magazine to be published out of the UK which opens the
gate to more business opportunities.

14. What Would Be Used To Distribute GOLD
 Magazine:
 This would be the main line of distribution. A monthly issue would be distributed across the United
Kingdom, primarily, and also across the states.
 E-zines:
 Along with the magazine, an electronic format would be created in order for those with electronic
devices can also easily access the monthly issue of the magazine.
 Smart Phone Apps:
 Due to the increasing demands of smart phones it is relevant that we constantly remain within societies
current trends. Information would be regularly updated throughout the day so that current information is
provided to readers at the time of the event.
 Twitter/Instagram/Facebook/Website:
 Social networking sites as well as our very own website would also be used on a day to day basis due to
the fact that our targeted audiences are provided with relevant and current information instantly.