Time Inc is a publishing company that owns magazines focused on leisure activities, targeting upper class men until introducing magazines for women. They were innovative in including women audiences and promotional strategies. However, they already publish NME, so a new music magazine could rival it. Bauer Publishing is introduced as an alternative, owning radio stations and magazines like Mojo and Kerrang! that leave room for a female-focused indie music magazine. While smaller than Time Inc., Bauer has experience with successful music magazines without compromising other titles, and could advertise the new magazine on owned radio stations. In summary, Bauer is selected over Time Inc. due to the potential rivalry with NME and Bauer's focus on music audiences.

1. Time Inc is the publishing company which owns media products such as NME, Uncut, women’s
weeklies and TV based magazines. They are renown for being up to date with publishing methods,
going from manual to digital before most. They included both men and women into their magazines
and target audiences in a time before women had been taken into account. Their titles included
Country Life, Shooting Times and Horse and Hound which attracted an audience of white, upper
class men, with wealth to spare for magazines. These were magazines all about leisurely pursuits
and were not for lower classes. Women could possibly enjoy some of these activities but overall, men
with luxurious lifestyles and interest in leisure were the main readership, until they introduced
women’s’ magazines, such as Ideal Home and Homes and Gardens. These changed the company’s
target audience, introducing women. This opened up a whole new range of ideas for magazines and
other publishing companies were definitely inspired by this. They promoted ‘Women’s Own’ when
it first began with a free gift on the cover – this cover-mount was notable and this shows that Time
inc are good at promotion
They are an international company, which means they have a mass audience. Their magazines are
centred on leisurely activities, so a magazine about music would fit in well.

2. A company which is innovative would be a good idea for my magazine, as their ways of advertising
are often forward and work well. They took women into account when nobody else would.
However, because they already publish NME and my magazine could potentially rival it, a better
option could be to go elsewhere, such as Bauer.
Bauer advertise themselves as the most influential British media brand network. They own a range
of radio stations, such as Absolute Radio & Planet Rock. Some magazines they own include Mojo, Q
& Kerrang!. There is a gap in their market for a female indie magazine. This could also rival NME,
which has become drastically less indie and reputable, meaning their previous audience will be
looking to make a change. However, Bauer are a significantly smaller company than IPC, who are
int’l. Although this could be a problem, there are ways to distribute it to other countries.
With 3 successful music magazines already published by Bauer, – Q, Mojo and Kerrang! - you
know they support music magazines. These music magazines all have primary target audiences of
men; a music magazine for women could fit in well without compromising sales of Q, Mojo and
Kerrang!.

3. Bauer’s history of making successful music magazines and other well-receivedmedia products
means I would trust this company with my magazine. A pre-established name could mean an
overlap of audiences.
The fact that Bauer owns radio stations means that my magazine could be advertised on-air.
Listeners of Absolute Radio & Planet Rock are likely to be interested in the demographic of the
magazine I have made.
Although Time Inc are a company which would definitely do well at promoting and selling my
magazine, their magazine NME could potentially clash with my magazine. Their other magazines
are very much to do with more upper class leisurely activities. Bauer’s music magazines leave room
for a magazine with a target audience of young female adults, interested in indie/alt music. Overall,
I would go with Bauer Publishing.