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Question 3
What kind of media institution might distribute
          your media product and why?
Magazine distribution
   Frontline distribution

Frontline was formed in June 1986 by the magazine publisher Emap (now Bauer Media) in
order to handle the demands of their expanding circulation department.
Two years on it became clear that for greater market share and negotiating influence it
was necessary to look for an additional partner. In 1988 a joint venture sales, marketing
and distribution company was formed with Haymarket Publishing (now Haymarket Media
Group).
The joint venture, unique in this sector of the newstrade industry, went some way to
achieving the objective of increased market share but was still short of the number one
position.
One possible route to increase market share was to take on business from independent
publishers (third party.) However, it was felt that Frontline’s operational expertise, the
source of real competitive advantage, should not be shared outside the partnership.
The dilemma remained – how to gain market share rapidly without taking the third party
route? The answer was found when in 1990, two years after the arrival of Haymarket, BBC
Enterprises (later renamed BBC Worldwide) joined the Frontline partnership.
In 1994 an agreement was made with Hachette Distribution Services to form a joint venture third party
company called Seymour, as a complementary service to the core business. This was followed in 1997
by the further expansion of Seymour through an additional joint venture with Dennis Publishing.
H Bauer Publishing then became Frontline’s fourth partner in January 2005 and in December 2007
Emap plc was broken up with the Emap Consumer Media division being sold to Bauer Publishing.
So what does Frontline do now..?
Frontline sells and distributes over 160 of our Partners' magazine titles, including 54 of the top 200
best selling titles in the UK (source: ABC). Our magazines sell nearly 8 million copies every week
through over 55,000 shops ranging from the smallest corner store to the biggest hypermarket. This
makes us the biggest magazine distributor in the UK.
Frontline's job is to maximise the sales of our magazines in the most cost-effective way. To do this, we
connect our Partners’ knowledge of their readers with the retailers' understanding of their shoppers in
order to develop effective strategies for driving category sales. We are also investing in sophisticated
software solutions to ensure that we are getting the right magazines, in the right numbers, into the
right shops.
Frontline employs over 120 people and has its offices in central Peterborough. The talented people at
Frontline make us the successful and influential business that we are. As the magazine industry enters
a period of significant change, our people will continue to keep us at the forefront of industry thinking
and will ensure the continued delivery of our objectives

source: http://www.frontline.ltd.uk/frontline/about/history.html
KERRANG! distribution

KERRANG! Is distributed by frontline magazine.
Due to my magazine being roughly based on
KERRANG! It would make sense that frontline
would also distribute my magazine.
This would allow my media product to be
distributed up and down the country in major
shops due to frontlines reputation and repertoire
of clients.
Distribution of my magazine

Frontline distribution distribute KERRANG! Magazine.
Therefore, as my magazine is mainstream, frontline
would most probably distribute my magazine.
I would look at having other media products, like a t.v.
show, to enhance my magazine.

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Question 3

  • 1. Question 3 What kind of media institution might distribute your media product and why?
  • 2. Magazine distribution Frontline distribution Frontline was formed in June 1986 by the magazine publisher Emap (now Bauer Media) in order to handle the demands of their expanding circulation department. Two years on it became clear that for greater market share and negotiating influence it was necessary to look for an additional partner. In 1988 a joint venture sales, marketing and distribution company was formed with Haymarket Publishing (now Haymarket Media Group). The joint venture, unique in this sector of the newstrade industry, went some way to achieving the objective of increased market share but was still short of the number one position. One possible route to increase market share was to take on business from independent publishers (third party.) However, it was felt that Frontline’s operational expertise, the source of real competitive advantage, should not be shared outside the partnership. The dilemma remained – how to gain market share rapidly without taking the third party route? The answer was found when in 1990, two years after the arrival of Haymarket, BBC Enterprises (later renamed BBC Worldwide) joined the Frontline partnership.
  • 3. In 1994 an agreement was made with Hachette Distribution Services to form a joint venture third party company called Seymour, as a complementary service to the core business. This was followed in 1997 by the further expansion of Seymour through an additional joint venture with Dennis Publishing. H Bauer Publishing then became Frontline’s fourth partner in January 2005 and in December 2007 Emap plc was broken up with the Emap Consumer Media division being sold to Bauer Publishing. So what does Frontline do now..? Frontline sells and distributes over 160 of our Partners' magazine titles, including 54 of the top 200 best selling titles in the UK (source: ABC). Our magazines sell nearly 8 million copies every week through over 55,000 shops ranging from the smallest corner store to the biggest hypermarket. This makes us the biggest magazine distributor in the UK. Frontline's job is to maximise the sales of our magazines in the most cost-effective way. To do this, we connect our Partners’ knowledge of their readers with the retailers' understanding of their shoppers in order to develop effective strategies for driving category sales. We are also investing in sophisticated software solutions to ensure that we are getting the right magazines, in the right numbers, into the right shops. Frontline employs over 120 people and has its offices in central Peterborough. The talented people at Frontline make us the successful and influential business that we are. As the magazine industry enters a period of significant change, our people will continue to keep us at the forefront of industry thinking and will ensure the continued delivery of our objectives source: http://www.frontline.ltd.uk/frontline/about/history.html
  • 4. KERRANG! distribution KERRANG! Is distributed by frontline magazine. Due to my magazine being roughly based on KERRANG! It would make sense that frontline would also distribute my magazine. This would allow my media product to be distributed up and down the country in major shops due to frontlines reputation and repertoire of clients.
  • 5. Distribution of my magazine Frontline distribution distribute KERRANG! Magazine. Therefore, as my magazine is mainstream, frontline would most probably distribute my magazine. I would look at having other media products, like a t.v. show, to enhance my magazine.