as media

1. T H O M A S N G A I
What kind of institution might
distribute your media product and
why?

2. What is Media Institution
 A media institution is a company who own a lot companies in various media such as
television, radio, film, newspaper and magazine.
 There are differences between Independent and conglomerates media institution.
Conglomerate owns a variety of companies and they can produce more than one type of
media product. On the other hand Independent is only a small media company which
produce more niche content. Independent tend to produce more challenging product as
they can take more risk than conglomerate (E.g Working Title with the film ‘The theory
of everything’). However the conglomerate companies such as Universal Studio and the
20th Century Fox have more budget than the independent companies, therefore the
conglomerate are more likely to produce more and bigger media product.
 For magazine institution, there are also companies such as Bauer media and Time Inc.
UK etc.

3. Institution that I like to distribute my magazine
 Bauer media
 The reason I chose Bauer Media as my institution for my pop magazine is because
they are a large conglomerate and they are likely to reinforce the dominant ideologies
associated with the mainstream pop. Moreover as Bauer Media is a huge conglomerate,
so that they will have more budget for my magazine to deal with the progress of
production and distribution. Bauer have also distributed and published other music
magazines such as ‘Q’ and ‘KERRANG!’ which aiming at different group age of
audiences and different genre. Due to the success of ‘Q’ and ‘KERRANG!’ magazine,
each music magazine have their individual music radio channel and broadcasting, so
that the audiences can know more and recognise my brand through different media
platform as most of the target audience are young and they are digital natives. I
believe Bauer Media would be a suitable institution for my magazine as they have
published more than 600 magazines and media product over the worldwide, and they
will know how to produce and market my POPCORN music magazine.
 Although the target audience of ‘Q’ and ‘KERRANG!’ magazine is different to mine’s
‘POPCORN’ magazine as they are aiming at elder audience with higher income bracket,
but that’s mean my magazine would have created a new market for pop magazine and
due to the size of the institution, I am sure my magazine would be success by using
Bauer Media as my institution.

4. Institution that I like to distribute my magazine
 Immediate Media Company
 Immediate Media Company is a small media institution which is a combined
publishing house that contained the former assets of Origin Publishing, the BBC
magazine and Magicalia. To compare to Bauer Media, the size of Immediate Media is
slightly smaller as they have only employed 1100 staffs and they are only published
magazine general in Britain, so that it shows the company are not strong as Bauer
media does. However the company have published the Top of the Pop magazine which
is similar to my magazine as we have the same genre and similar target audience (TotP
primary audience:12-16, POPCORN secondary audience:12-16), therefore Immediate
media might have more experiences on music magazine that in my target audience’s
age group. But even though they might have more experiences, Bauer media has more
resources for my brand to become bigger and stronger as they already have radio
channel for their music magazine ‘Q’ and ‘KERRANG!’. Therefore I decided to not use
Immediate media as my institution as they might not have the available resources to
increase the success of my pop magazine.

5. Distribution
 The genre of pop is more likely to attract young unsophisticated, foxthinker and
mainstreamers audience, and also my magazine is aiming at primary audience
of 18-24 and secondary audience of 12-16, these audience are mostly digital
natives and tend to follow the trend as they are passive audience. Due to the
type of the audience, I will use the social media and the web2.0 as the
marketing campaign for my pop magazine as this is how pop music magazine
are promoted on the online media. For social media I will use the most
mainstream social media platform which are Facebook and Twitter, as the
social media is very easy to assess by using the converged devices, audiences
can check news and information anytime and anywhere. Moreover, as the
social media is a below the line marketing, it is free to create Facebook page
and Twitter account for my magazine. Therefore my audience can always
receives news and information (as well as personal identity and social
interaction) from the online media.

6. Institution theory
 Wikinomics- Global village (Tapscott and William).
 Big conglomerate have to adjust to the audience power who is
marketing their own content, otherwise they will fail.
 David Gauntlett’s Marketing and doing culture
 Young digital natives audiences have pass through the media
content and made their own media product. E.g. Many young
people have been empowered and made their own YouTube
video- ‘Youtuber’.

7. SYNERGY IN MARKETING IS WHEN TWO
MARKETING STRATEGIES COMBINED IN AN
ATTEMPT TO ACHIEVE A GREATER IMPACT
Synergy Marketing

8. Synergy Marketing
 Within my production there are few opportunities
for me to do synergy marketing, this type of
marketing allow to increase the sales of my
magazine and my brand as it increase the
popularity of my magazine.
 Synergy can be across different media platforms,
so that my brand can be recognised from a larger
and wider range of audience.

9. Example of Synergy marketing
 Q magazine
 As Q magazine is belonged to Bauer Media, so the magazine have a lot of
resources from the institution to work on the synergy marketing. Q magazine
has a individual radio station which broadcast across UK and online, also
they have the ‘Q award’ which began in 1990 and became one of British’s
biggest and best published music award.

10. Synergy marketing for my
pop magazine
 The ‘POPCORN’ Award
 It is similar to the Q magazine award, the event will based on the pop genre artists
and there will award such as “Best solo artists” and “Best pop band”. The event will be
noticed by the audience as it will happen in different major city in the world every year
and will invite a lot of famous artists to attend. The audience can get social interaction
between their favourite artist.
 The ‘POPCORN’ Radio station
 The POPCORN radio station will be broadcast in the UK and online, so that other
people from the worldwide can assess to my radio channel anytime, everywhere by
using their converged devices. As my magazine is about the genre of pop, the radio
channel will only broadcast about pop music and pop news, there will be also
interview with the artists and talk about different topics that the magazine cannot
covered, therefore my audience can get more information by listening and reading the
radio station and my magazine.

11. AIDA
AIDA is an acronym used in marketing and advertising that describes a common
list events that may occur when a consumer engage with an advertisement, but
how does my media product meet the AIDA scale?
 Attentions: To attract and to get attention form the audiences, the front page of my
magazine have used a blue colour background with vibrant colour, as the target audience
are young and unsophisticated, which will be distracted by the colour scheme on the front
cover. Also the size and the colour of the cover lines will effective to attract the audience
as it is in a big size and white colour stroke on each cover lines (Black colour with white
stroke makes the cover lines looks brighter).
 Interest: When my magazine have captured the audience’s attention, it is very important
to let them feel interest to my product. The images of the artists can also attract the
audience as Alina, Kristy and Josh are portrayed as successful and they are ‘very famous’ ,
so that the audience will recognise the artists and they will want to read more about them.
The font type on the front page can also try to interest my audience as I have used the
housing style font on the cover lines, which the audiences are slightly unsophisticated
and they will be interested in the content inside the story.

12. AIDA (Cont.)
 Desire: Once the desire is captured, the audiences must be persuaded that they want the
product, and must convince to the costumers that they will satisfy their need from the
product. As the title on my front cover is about ‘The road to be success’, so that it can
gives out personal identity and social interaction to the audience as they are just finished
study and looking for a job, and they try to achieve the best that they can do to become
success, therefore the story of Alina and Kristy might inspire and the audience. On the
other hand the story of Josh can be a motivation to the audience as Josh is in the same
age group as my target audience, so that the audience may want to achieve the same as
what Josh did.
 Action: After all the attention, interest and desire to the product, the audience might
take an action and purchase the product. As my product gives out positive ideologies and
personal identity, the audience will eventually buy my magazine (Especially for my
secondary audience, their parents will allow them to buy the magazine as it appropriate
and suitable for what 12-16 years old teenage should read)