Time Inc. UK and Bauer Media Group are both large media companies that could potentially distribute a new music magazine focused on the indie genre. Bauer already distributes the similar music magazine Q, so they would be distributing competing products. Time Inc. UK only distributes one music magazine, NME, so there is more room in their portfolio for a different genre of music magazine like indie. Time is also well-positioned for the future of digital media over print. For these reasons, the document's author concludes that Time Inc. UK would be the better partner to distribute the new indie music magazine.

1. What kind of media institution might
distribute your media product and why?
Bauer Media Group
Bauer Media Group is Europe’s largest privately owned publishinggroup,
headquartered in Hamburg, Germany. It is a worldwide media empire
offering over 300 magazines in 15 countries, as well as online, TV and
radio stations. Their business is built on influential brands and their
strategy is to engage with the audience by connecting with themand
forming a personal relationship. Bauer Media already
distribute Q magazine, Mojo and Kerrang! meaning
they have a diverse range of genres. Their magazine
heritage stretches back to 1953 with the launch of
Angling Times and the acquisition in 1956 of Motor
Cycle News, both still iconic brands within their portfolio. Bauer Media is a sister company of H
Bauer Publishing, publisher of the UK's biggest TV listings, Take a Break and Bella.
One advantage of working with such a huge institution is that it is an already very reputable
brand, carrying trustworthy connotations- peoplewill link the positive image of Bauer Media
Group and all its fantastic products with my new magazine so they will automatically assume it
will be good and it will encourage customers to buy and try at which point I believe the
publication is of high enough quality to inspire repeatpurchases.
The distributors also take great pride in connecting to their audience. This aimof creating close
relationships to the reader was something I feel my magazine aims for too by really trying to
understand their emotions and relate through the articles- it is especially relevant given the
Indie social group I amtargeting who are renowned for emotional conflicts. I admire this
individual approach by such a big corporation hence I feel it would better to work with a
business who shares the same principles as me.
Another benefit of having my magazine published by themis that one of the magazines they
already distribute, Q, is similarto mine therefore they will already have good knowledgeof the
particular part of the market I am aiming at so, in theory, they are better positioned to more
effectively dispense the issue for consumptionand boost sales compared to other lesser
experienced institutions.
However, it is also a disadvantage to have such a similar
magazine, as it is difficult for Bauer to justify distributing
both of them since they would be in direct competition
because of their alike style and there is also a crossover in
the audience ages. For Bauer, it would mean they are not
diversifying and therefore would be more vulnerableto any
downturns in the economy. Q magazine may feel aggrieved that their distributer has gone into
business with such a similar publication and in the outcome of a disagreement, Bauer Media
Group would be more likely to be loyal and side with the already very successful and well

2. established magazine which they bought in 2008 rather than take a seemingly unnecessary
risk on an unproven magazine.
Time Inc. UK
Time Inc. UK is Britain’s leading publisherof print and digital
magazine content. Their brands are tailored to the interests of a
variety of audiences and operate in a number of different
sectors. Formerly IPC, the company formed in 1963 and it boasts history dating as far back as
1853. The publishers are responsible for many mainstreamwomen’s brands (e.g. Now, Chat,
Goodtoknow), TV mags (What’s on TV and TV Times) and the music magazine NME amongst
many more. It creates content for multiple platforms, across print, online, tablets and
experiences. It is a wholly owned subsidiary of Time Inc. which is one of the world's leading
media companies, with a monthly global print audience of over 120 million and worldwide
digital propertiesthat attract more than 120 million visitors each month, including over 50
websites.
Time Inc. UK is based in Britain so it should mean this market is their
priority and they will be the most knowledgeable about it which is good
for my sales as England is my primary location to sell to with my
content focusing on mostly British artists/bands.
They only currently distribute one music magazine which is NME. It
could be seen as a negative as they don’t have as much experience
selling music related publicationsas other companies (such as
Bauer Media Group) might, so they may not be the most effective
and practiced to deal with crisis. However, NME has turned out to be a huge success so it is
clear they do know how to successfully regulate. Furthermore, there are distinct differences
between NME and Outskirts so there is definitely a gap in Time Inc. UK’s product portfoliounlike
with Bauer. The two magazines are of two different genres with NME revolving around Rock and
Outskirts is Indie. Rock is quite an acquiredtaste so I believe it would benefit themto have a
second music magazine as the first excludes a large demographic.
Digitally, Time Inc. UK are well positionedto protect fromthe print industry
decline with NME already switching online on a permanent basis. It would mean
that if the already struggling print industry became obsolete, which is especially
likely if your audience is a young one like mine as they are dependent on
technology, then you can rest assured knowing it will continueto thriveonline
Conclusion
After reviewing both Time Inc. UK and Bauer Media Group, I have concluded that Time Inc. UK
would be the best company to distribute my product. The main reason for this choice is that
there is definitely a space for this genre of magazine in their productportfolio however the
same could not be said for Bauer who already publish ‘Q’ magazine and I feel the two would be
competing against each other under the same label which is nonsensical. Furthermore, I
foresee the future of magazines to become primarily digital rather than physical and I feel Time
are the best prepared to make the switch.