The document discusses distributing a magazine called ROOTED through various media institutions. It considers both major distribution companies like EMAP and Bauer Media that could reach a wide audience but may not be suited for a niche genre magazine, as well as independent publishers like White & Richardson and TCOLondon that would better represent the magazine's target audience but have less accessibility. The document also discusses promoting the magazine at African music and fashion events as well as online to engage its target audience. It concludes that the magazine should be available both in print and digital formats online and through African-focused retail outlets to maximize reach.

1. EVALUATION QUESTION 3:
WHAT KIND OF MEDIA INSTITUTION
MIGHT DISTRIBUTEYOUR MEDIA
PRODUCT ANDWHY?

2. When distributing my magazine I would much prefer to use both major and independent
distribution companies. This is because my magazine genre is not as mainstream as other genres
such as:Pop,Rock, RnB and Hip Hop. Therefore I feel that distribution through major institutions
would benefit ROOTED massively, in terms of readership, circulation and popularity.

3. Global Companies : E-Maps
EMAP owns industry-leading brands that sit at the heart of business powerful B2B communities
like Retail, Health, Construction,Architecture, and Fashion. Some examples are given below:
Their purpose is to connect professional communities and inspire them to know, to grow,
progress and win. Brands such as HSJ and Retail Week create deep relationships and unparalleled
reach, to increase value for our customers.

4. BAUER Media
Bauer Media is a multi-platform UK-based media Group consisting of many companies collected around two
main divisions – Magazines and Radio – widely recognized and rewarded as being industry innovators. The
Group is a worldwide media empire offering over 300 magazines in 15 countries. Today Bauer spans over 80
influential brand names in the music industry such as Q and Kerrang magazine.

5. Global Distribution Company- Pros:
As you can see above, both global distribution companies create a unique bridging service
between specialist publishers, national magazine distributors and the key traditional retailers.
Multiple retail customers include well known brands which puts my readers in a comfortable
state.
Other advantages of using a major company is that: they reach a wider audience- this means that
a mass audience is catered to ; retailers are confident in knowing the magazine can always be
sent back and so they won't hesitate to do so; as they have reached a global domain it broadens
the chances of enticing new readers everyday.

6. Global Distribution Company-Cons
■ However, that said I feel that under the guidance of major media institutions there are
many rules and regulations that must be abided. Such actions fail to appeal to my readers
as they are 'leaders' who do not conform to societies' ideals. Thus, independent publishers
would be more liberal in terms of 'cut-edge', 'against authority' and most importantly
'freedom'.
■ Similarly, a major flaw with using well known companies to distribute magazines is that
they usually cater to mainstream genres alone. As a result this means other niche genres
are alienated and cast aside (deemed 'unpopular') when in actual fact they have a lot of
potential and are indeed equally just a good.

7. I would like my magazine to be distributed by an Independent publisher too to some extent, as it
appeals to a niche target audience/market- such as Afrobeats. For example I would use publishing
companies like White & Richardson and TCOLondon as both are independent publishing agencies. I
believe such an agencies would be best suited to my magazine ROOTED because my magazine has a
specific target audience and it isn’t the conventional music magazine , so therefore the overall
presentation of the magazine including the publishing house has not only got to appeal to the reader
but it should also reflect and represent the audiences' creative flares and individualities.

8. TCOLondon
The heart of TCOLondon is comprised of two award-winning, global media brands: Little White Lies,
your passport to truth and movies, and Huck, the DIY culture bible. Both have a loyal following of urban
trendsetters in print, video and online. They also work with great brands. Their writers, artists,
filmmakers and photographers craft content marketing, or native advertising, that connects our clients
to bigger human stories.

9. Independent Distribution Company-Pros:
■ Advantages of being distributed by an independent company is that there's a clear cut
message being voiced by the audience (element of uniqueness); it makes it easier to
connect to an audience on a much refined scale and unfamiliar/'unpopular' music genres are
placed on a domain where they can receive worldwide acclaim and acknowledgement. In
fact that could even lead to a few more target readers being enticed.
Independent Distribution Company-Cons:
■ Disadvantages with distributing a media product through independent companies revolve
around the issue of lack the of accessibility and availability. Readers may be put off with
travelling far distances in search of the media product and the location of the music store in
which the magazine may be found could prove difficult.

10. Retail Outlets
The basic convention is for magazines to be placed in local shops or supermarkets-stacked on shelves,
but I feel this doesn’t give newly arrived magazines the rightful recognition they deserve. Being that
mainstream magazines are often available in retail outlets such as Smith (which has a wide range of
magazines and caters to different genres of music magazines), Waterstones, music shops and record
stores; credited magazines which promote the niche market are not well promoted or advertised.
Hence, I have opted for an alternative route. I would love to promote my magazine at sites like: African
fashion shows; music concerts/festivals and most importantly in galleries; simply because I believe at
first sight ROOTED is highly aesthetically pleasing and it upholds ideologies and beliefs of a particular
social group that I believe aren't recognized by the masses

11. Additionally, it will also be advertised on social media platforms as well as online music websites like Sound cloud
and Last.fm. This is because these websites have a great online presence, with thousands on online listeners and
subscribers. Bearing that it mind perhaps well known Afrobeat artists -who particularly appeal to the younger
generations -could give a shout out to ROOTED. Thus, this would be a superb and tactical way to promote my
magazine.
Promoting ROOTED at African fashion shows would be highly effective

12. Print or Digital?
First of all, I am aware that the distribution of print magazines is declining fast as masses of the
population today are losing interest in having a print copy {leading to a depletion in sales} and instead
resorting to the use of digital technology. Therefore, I would like to make my magazine available by
mail order insofar that those ordering subscribe to ROOTED's online website. Delivery via mail allows
my magazine to be posted to anyone worldwide.
Asides from that there will also be an online version of the magazine on ROOTED's website and so I’d
much rather prefer to have my product advertised in shops where you can purchase African
instruments and cuisine. This would be the best possible option as I would believe my audience are
more likely to go to those shops as opposed to supermarkets.

13. New Media?
Technological advances in the past decades has impacted the music industry positively. Digitally, I'll
ensure that the independent or major distribution company I use is effective in utilising all the various
types of media platforms to disseminate ROOTED; which is symbiotic as engagement is formed
between the brand and my audience. Subsequently, ROOTED will include key features which are
interactive onto their 2.0 website. Hence, reinforcing how prominent 'We-Media' really is, as it enables
ordinary people to comment and blog about the latest news articles featured in the print magazine.
ROOTED's progressive audience of curious connected consumers are an influential group of individuals
who embrace change and technology. This group of individuals are not your typical NME readers; they
are prosumers who want to 'produce' the news (i.e through blogging about news events) but at the
same time ' consumes' the news (i.e: listens to news broadcasts daily). Henceforth, I believe my
ROOTED production could become synergetic. It could incorporate the same feature articles into their
print magazines as well as their online, mobile, digital and potentially audio editions. Thus, all these
different entities collaborate advantageously for a greater outcome.
Subscriptions will become an essential part of ROOTED's digital platform too. By committing weekly
or even monthly subscriptions, my audience have unlimited access to all published articles and the
latest news events will be made all available to them.
Moreover, through convergent technology my media product will be able to maintain a delicate
balance between meeting the needs of my target audience and profiting from sales. Also, the audience
are enabled to consume more than one type of media from a single platform. Seeing as though a large
amount of the population today are using widespread devices such as IPods and IPhones, they offer
free applications which can be used my the audience to access multiple elements of the brand.