Bauer Media Group would be the best media institution to distribute the magazine. Bauer publishes over 600 magazines with a weekly circulation of 38 million. They produce Q and Kerrang magazines, which have a young target audience like the author's magazine. However, Q and Kerrang focus more on rock music, while the author's magazine combines alternative and mainstream elements and aims to appeal more to females. Distributing with Bauer could fill a gap in their offerings. Bauer also has shares in radio stations and TV channels, allowing for more promotional opportunities through their wide range of media outlets.

1. EVALUATION
QUESTION 3 :
WHAT KIND OF MEDIA INSTITUTION MIGHT
DISTRIBUTE YOUR MEDIA PRODUCT AND
WHY?

2. Bauer Media Group
This is a very popular and well known European based
media institution which distributes a large range of media
products including over 600 magazines with a circulation of
about 38 million a week. It also has shares in radio stations
and TV channels. It notably produces Q and Kerrang
magazine, which I have looked at for influence as both
have quite a young target audience. My magazine has
alternative and mainstream elements to it whereas Q and
Kerrang are more rock orientated, this could prove
beneficial as it's a genre they haven't really filled. Also both
magazines have a male dominated audience and I wanted
to create a product which would appeal to females more,
this may make them more likely to produce my magazine
as they aren’t currently filling the demand.

3. Time Inc. UK
Time Inc. UK (previously IPC Media) is another a popular
media institution which produces magazines such as NME.
NME has a similar target audience to my own I.e young
people, so it would be beneficial to have a production
company to distribute my magazine who know how to
promote to a younger audience. They don't have as large a
circulation or as big of a portfolio as Bauer for instance do,
but this could provide more of an opportunity to get them
to distribute my product as my magazine would be
completely different to all of their usual magazines I.e
gossip magazines and provides an alternative from NME.
The also have connections with many TV stations which
could be useful as they could advertise my magazine.

4. After looking at the two institutions it's clear both would be suitable for
distributing my magazine as both have very good experience with creating
successful music magazines.
That being said it may prove more beneficial for me to choose Bauer Media
Group to distribute my magazine. Through horizontal integration (when a
company owns other companies of the same structure e.g TV and Radio)
Bauer have access to an even wider range of media outlets than Time Inc. For
example they have a 50% stake in the Box Television Company which means
that they could advertise my magazine on popular British music shows such as
4music and The Box. They can also advertise it on radio stations they own.
As well as this they produce two incredibly successful magazines (Q and
Kerrang) both of which are dissimilar to mine in certain ways I.e are more
appealing to males, but also share a fairly similar format. The fact that their
magazines are more catered to men means there's a large gap in the market
for my magazine.