The document discusses potential media institutions that could distribute a new indie pop/hip-hop magazine aimed at 16-20 year olds. It considers IPC Media, which owns brands like NME and reaches many potential readers, but may not be specialized enough. Bauer Media is also discussed, as it targets a similar 16-25 age range across music and fashion magazines, allowing possible expansion. Ultimately, the document decides Bauer Media would be best, as it has global distribution capabilities, a large portfolio of magazines and digital products, and could help the magazine branch into fashion too, increasing readership. Social media is also identified as important for promotion to the target audience.

1. What kind of media institution might distribute your media product and
why?
QUESTION 3

2. CLASH
CLASH is an independent company and does not have its
own media institution to distribute the magazine. This is
due to the fact that CLASH is not a mainstream magazine
with large funding, common magazine such as Q, NME
and XXL. Consequently, I feel that as a result basing the
majority of my magazine on CLASH, I too wouldn’t have a
media institution that distributed my magazine. However if
I were to have one then it would be a decision from the
following…

3. IPC MEDIA
Time Inc UK is the UK’s biggest publisher of print and digital magazine content by
circulation, housing more than 60 brands in its iconic Southbank Blue Fin building. The
publisher's roots stretch back to The International Publishing Corporation, formed in
1963 following the merger of the UK's three magazine publishers - George Newnes,
Odhams Press and Fleetway Publications. IPC Magazines was officially created five
years later, in 1968. Brands within Time Inc UK's portfolio today include Wallpaper*,
Country Life, Livingetc, What’s on TV, Horse & Hound and Woman. It creates content for
multiple platforms across print, web, mobile, tablets and consumer experiences, from the
NME Awards to the Decanter World Wine Awards. The publisher claims to reach nearly
half of all UK adults in print and reaches 28 million global web users each month. I feel
that this will be a very good institution to work with as they control Cartoon Network and
MTV. Since my target audience is 16-20 year olds, a large proportion of whom would
watch MTV, I therefore think that this would be the best publisher to partner with for my
magazine.

4. BAUER MEDIA
Bauer Media connects and engages 19 million consumers every week with the
most influential brands in the UK. The value of our in-depth understanding of these
audiences is reflected in our unrivalled research initiatives.
Bauer Media is in a unique position to be able to deliver groundbreaking consumer
insight to media professionals, having more market leading brands across a wider
breadth of markets than any other media owner.
Although my magazine is an Indie and a unique style of magazine, I would be worried
that it wouldnt stand out on the shelf and would be lost amongst all of the other great
magazines such as Q, NME and XXL etc. Despite this being an extremely different genre
to mine, the target audience of Bauer Media is 16-25, which is very similar to that of
mine, 16-20 years.

5. My magazine is aimed at the audience of 16-20 year olds and the genre is Indie Pop/Hip-hop. I
would like my magazine to be mainly published and distributed from companies such as Bauer and
IPC.
Many institutions may be suitable but I think that the one that would suit my magazine the best
would be Bauer Media. The fact that Bauer doesn’t just specialise in music magazines, but also
fashion magazines could possibly mean that Tempo could branch out and cover fashion articles as
well; this could really increase the number of readers that we have and would tie in well with the
stylish and unique layout of my magazine.
They manage a portfolio of more than 600 magazines, over 400 digital products and 50 radio and
TV stations around the world. The portfolio extends to include print shops, postal, distribution and
marketing services. Bauer Media Group has a workforce of approximately 11,000 employees in 17
countries, hence, they would be the ideal institution to distribute my magazine.
In addition to this I feel that social media sites are very good for promoting new products and with
my target audience being of the age of 16-20, these are the most likely users of social media. Links
and hyperlinks can be easily accessible on these sites and I think that free trials should be available
for a subscription to the magazine as we are aware that most of our target audience will have a
small allowance, weekend job or no job at all. This therefore allows the magazine to go viral and for
our customers and viewers to be able to access it at home, online.
MY DECISION