- IPC has a long history publishing magazines dating back to the 1800s, targeting various audiences over time including white middle class men, women, and later expanding to music and other genres. - In the 1920s-1940s, IPC launched magazines targeted at white middle class women like "Ideal Home" and "Woman and Home," reinforcing domestic stereotypes of the time. They also promoted magazines through contests and free gifts. - By the 1950s, IPC shifted targeting from traditional lifestyle magazines to also include music and TV to appeal to both genders. They launched the first UK music chart through "New Musical Express." - IPC has merged with other companies over the decades,

1. TASK 4 (Q1-3):
RESEARCH INTO
MUSIC INDUSTRIES
AND INSTITUTIONS:
By Baldeeep Gahir.

2. 1800s-1900s:
> During this period, Times Inc mainly aimed their magazines at
white middle class men aged between their mid 20s- late 30s,
and had a disposable income and the spare time to carry out
activities such as yachting, horse riding and shooting ect. Also in
the 1800s, IPC promoted its magazines by rewarding a £1 prize
a week for a reader that could guess the amount of money that
was stored in the Bank of England on any given date. This is an
advantage to my magazine, as IPC has the ability to promote
and sell its magazines.

3. 1920s-1940s:
> In 1920, IPC launched the new monthly magazine “Ideal Home” which was
targeted at white middle class females. Then in 1926, “Woman and Home” was
launched, and was aimed at the same target audience. It is interesting to note,
that both of these magazines link women and taking care of their homes
together. This reinforces the dominant ideology/stereotypes of that time period,
where women were meant to be taking care of their households, whilst men
went out for work purposes. Also, both of these magazines are still published
and are successful today. Three years after Woman and Home was published
in 1929, it had expanded to 144 pages which shows that it was popular with
the target audience. This is good for my magazine as IPC is more than likely
guaranteed to give me success and loyalty. Also in the 1920s, the target
audience shifts from men to women which would be good for my magazine as
it shows that IPC are able to target different/larger audiences and are willing to

4. > In 1932 IPC published Woman's Own, and Newnes promoted it
with a free cover mount of three skeins of wool, this helped to
entice the target audience to purchase it through the use of buzz
words such as “Free” and the use of branding. This covermount
also links with the dominant ideology at the time of women being
expected to stay indoors and carry out the housework. In 1940,
many of the women on the front covers of the magazine are still
regarded as “classic works of art.” This reinforces the stereotype
of women being represented as objects to admire and look at
and supports Laura Mulveys theory of the “Male gaze.”

5. 1950s:
> IPC launched a new magazine called “New musical Express” in 1952
due to an increase in the music scene. The magazine released a
collection of the first official UK record chart. This shows that the
company is good at finding what is appealing at a certain time to
readers. At this stage, the magazine had evolved from lifestyle to music,
resulting in the magazines appealing to a larger number of readers. At
this point, IPC`s focus shifted from traditional lifestyle magazines (aimed
at middle class white men, with a disposable income) to middle class
white females to music and TV. This shows that the company is
innovative and is willing to take risks which would be an advantage for
my music magazine. Also, the fact that music and TV would appeal to
both genders, increases the appeal to a larger target audience.

6. 1960s:
> In 1963, three rival magazine companies Newnes”,”Fleetway
”and “Odhams Press” merged together. This is good for my
magazine as this results in less competition and more success.
Also, all three companies can target different classes,ethnicites,
genders and ages which would result in a larger target audience.
For example in 1969, “Rugby World”, “World Soccer”, “Angler`s
Mail” and “Family Circle "made their debut. These all target
different readers, for example Family Circle is aimed at middle
class white families, in contrast to Rugby World which is targeted
mainly at young white males who are aged between 18-late 20s
and are interested in sports, in particular “soccer.”

7. 1970s:
> In 1970, the Reed Group acquires IPC to create the global
company “Reed International. "Also, the company welcomed the
Duke of Edinburgh and the Queen to drop in on “Horse and
Hound", "Country Life”, “Woman” and Woman`s Own” This is
useful for my magazine, as IPC is knowledgeable on how to
promote and sell its magazine with the use of things such as
public figures, so they would attract and entice more people to
purchase them. Also, other successful launches included
“Aeroplane Monthly”, “Sporting Gun” and “SuperBike” which once
again targeted a different target audience of young white males,
aged between early 20s to mid 30s who are interested in sports
and outdoors thrill activities, i.e: shooting etc.

8. 1980s
> In the 1980s, IPC formed “European Magazines Ltd” with Groupe Marie
Claire and launched Marie Claire in the UK in 1988. This is an
advantage for my magazine as it means that if the company is merging
with other companies, it results is less competitors and more success as
well as becoming more well known. Also the IPC Editorial Awards are
held, to appreciate the company and its work. This shows that IPC is
very successful and rewards the work of its employees which would
result in them feeling more motivated to work harder. Furthermore, the
launch of “Essentials” became increasingly popular after just six
launches in France, which means that if IPC were to publish my
magazines, they would be sold globally resulting in a larger target
audience. Also, new titles such as Motor Caravan magazine, Wedding
and home and Bird Keeper were released.

9. 1990s:
> IPC releases the magazine “Loaded” which is aimed at the young
men`s market. It is claimed to be the most “outstanding launch in
recent years.” This shows that if IPC were to publish my
magazine, they would most likely guarantee me success and
reliability, based on what the company has achieved. Also, NME
became the first major UK music title to get its own site online.
This was done intentionally by IPC as during this time, online
sites became increasingly popular which meant that more people
would visit it.

10. 2000:
> IPC launches “Nuts” in Janauary 2004, which is the worlds first men`s
weekly magazine, closely followed by Connect releasing “Real life
weekly” for women in January 2005.For the adult magazine “Nuts”, the
target audience was young British white mass-market males aged
between their early 20s-mid 30s who are interested in things such as
girls, sports etc. Also, IPC expanded online with the company
introducing new digital media brands for instance
“HousetoHome”,Goodtoknow” and “ShootingUk”.Lastly, in November
2007, IPC formed TrustedReviews.com, which is a site which delivers
honest reviews about IT equipment. Also the free gaming site,
mousebreaker was introduced. IPC would be an appropriate publisher
for a new magazine such as mine because they could develop and
expand my target audience and use the internet to its advantage to

11. 2010:
> In January 2010,IPC decided to target three main audiences,
which were men, mass-market women and up-market women.
The company also launched two new monthly magazines which
were StyleatHome and Goodtoknow Recipes.The new
brand,Feelgood games was also introduced, aiming the
magazine at mass market mums and gifting them with
covermounts to entice and attract them into purchasing.

12. > IPC could help me to expand my magazine in terms of genres to
make them appeal to more than one target audience. For
example, if I chose to create a Rock magazine, IPC could
promote and sell it to become popular and successful, so in the
future they could include other sub-genres such as pop, rap, hip-
hop etc.(Also, I would expect IPC to publish music genres that
are listened to by the majority of people, for example: most
teenagers listen to pop music, so this is what I would expect to
be published.)