The document considers which media institution to distribute a new product. It first discusses IPC, which produces popular magazines but has a broad range of audiences. It then discusses Bauer Media, which has experience in the music industry through magazines like Kerrang and music channels like Kiss. Ultimately, Bauer Media is chosen to distribute the product since it has more experience in music media compared to the more diversified IPC.

1. What media institution should
distribute my product?

2. IPC
One media institution to consider is IPC.
IPC is an iconic media institution, renowned for their popular magazines such as NME, Rugby
World, and the men's favourite, Nuts.
I have taken a short extract from the IPC website to help influence my decision.
'IPC Media produces over 60 iconic media brands, with print alone reaching almost two thirds of UK
women and 42% of UK men – almost 26 million UK adults – while our websites collectively reach
over 20 million users every month (Omniture).
IPC's diverse print and digital portfolio offers something for everyone, with a focus on three core
audiences: men, mass market women and upmarket women.
Our men's portfolio (IPC Inspire) comprises a wealth of leisure brands including Country Life, Horse
& Hound, Rugby World and Decanter, as well as lifestyle brands including Nuts, Mousebreaker and
NME. '
As I've referenced to an NME magazine beforehand, and have talked about the similarities between
our music magazines, I would think it would be reasonable to take a risk in using IPC, as they have
already created high profile magazines. However, it is not my final decision, as there are other
media institutes to consider.

3. Bauer Media
Bauer Media also looks at producing popular magazines, such as
heat, Kerrang, and closer. They've also produced music channels such as
kiss and 4 music - Both of which are very popular in the UK. They claim
that their business is based off relationships with the reader. This could
help distribute my magazine effectively, as it evidently has more
experience in the music industry as opposed to the ‘IPC’.

4. Decision is...

5. Bauer Media

6. I have chosen Bauer Media to be the producer of my
product. The reason for this is that they have more
experience than IPC in terms of music media, as IPC are
more spread out in their product range. With Bauer
Media, I can ensure that they would know how to
produce and sell a product effectively, considering their
range of popular music media outlets. As Bauer Media
is more music-orientated, and proven to be successful
in the music media industry, it would be more
reasonable and hopefully more effective to cooperate
with their business.