The document discusses distributing a music magazine through IPC Media. IPC Media is chosen because it is a well-known publisher that does not currently have an alternative music magazine similar to the one being proposed. Distributing through IPC Media would increase sales through outlets like WHSmith stores and subscriptions. The document also proposes distributing the magazine through digital means like an app on the Apple App Store and using social media platforms like Facebook, Twitter, and Instagram to promote it.