The document discusses potential media institutions to distribute a new music magazine called "Demo". It analyzes three distribution companies - Bauer Media, Future PLC, and Immediate Media Company. Bauer Media is selected as they distribute over 300 magazines globally, including music magazines, and have an established audience. Though they publish similar magazine "Q", it targets an older audience than Demo. Future PLC mainly focuses on rock music unlike Demo's varied genres. Immediate Media also has few music magazines and may not attract a youth audience for Demo. Bauer can professionally distribute Demo and help it find readership alongside their other magazines.

1. Evaluation – Question 3
What kind of media institution
might distribute your media
product and why?

2. What is a media institution?
A media institution is a company or organisation which is responsible for the publication of various works of media. For
example, they may work on magazines, film, TV etc. They could be responsible for the production, marketing, distribution or
regulation of these media texts. Some companies are responsible for all stages of the publication, and can therefore work
more independently, whereas others are only responsible for one or a few of the stages, and work alongside other
institutions in order to complete the publication process.
Examples of media institutions
The BBC is responsible for the
production, marketing and
distribution of their media
texts, and is a self regulator.
They are able to be
independent with their
products, and have control
over all 4 areas of the
publication process.
CNN is only responsible
for the production of
their media texts, as well
as being a self regulator.
This means for the
marketing and
distribution of their
products, they must
work with other
institutions.
The British Board of Film
Classification is only responsible
for the regulation of media texts.
They are responsible for film
classification, as well controlling
any censorship in the films,
therefore they work with other
institutions and the texts that
others have produced.
I am going to focus on distributors, to see which institution would be best to distribute my magazine.

3. What I’m looking for in a distributor
For my magazine, I need to choose the distributor who can benefit me the most. I need to be able to reach a wide audience
in order to gain a good readership. Therefore, it would be a benefit to me if the distributor already had a large audience, as
the readers are readily available. I am going to focus on distributors who have a high number of magazines being released
under their name, as this shows that they have experience with the distribution of magazines and that I can trust them to be
reliable. The types of magazines that the distributor releases are also very important. If they distribute a small amount of
music magazines, or even just a small amount similar to my magazine, this allows for a gap in the market, which I will be able
to fill with my magazine. On the other hand, a distributor who does publish a lot of music magazine, or a lot that are similar
to mine, will have experience in working with this kind of magazine, and this may also be a high benefit me. To choose which
media distributor will be the best for my magazine, I am going to have to compare a few, looking at the advantages and
disadvantages of both, to see which would be a greater benefit to me.
What is a media distributor?
The distributor focuses on the distribution of the product or media text. They are responsible for getting the product to the
audience. For example, the distributor of a film is the company responsible for getting the film into the cinema, as they have
the challenge of trying to get the film to as wide of an audience, so into as many cinemas, as possible with the budget
available to them. My magazine is going to need a distributor who can do the same thing, and can get the product to the
audience through stores and supermarkets, as well as online and through other mediums.

4. Examples of distribution companies and some of their current magazines

5. Bauer Media is a worldwide multi-platform company, distributing over 300 magazines in 15 countries.
They also have a division in radio, TV and online. Their aim is to create personal relationships with their
audience, and to connect with them through their range of platforms, as well as allowing them to
access their content in whichever way is preferable to the individual. Their magazines vary in terms of
content, ranging from music magazines, like Q, to specialist magazines, like Car. They also distribute
Empire magazine, one of the largest movie magazines in the world.
Advantages
- Bauer are already well established in
the distribution of magazines, as
they have 53 brands. This means
that, not only do they already have
an audience, they also have lots of
experience.
- They publish music magazines which
focus on different genres. For
example, Kerrang is focused on the
rock genre, whereas Q includes
artists from a range of genres. This
means they are open and willing to
work with different styles.
- Bauer are a trusted institution,
meaning that my magazine would be
professional and recognised.
Disadvantages
- Bauer already distribute Q, a monthly
magazine which focuses on a range of
genres, so they may not be interested in
have 2 magazines of similar styles.
- They also already have a music magazine
aimed towards the same target age
range as mine. Kerrang is aimed at a
young audience too, although it is a
different genre of music, and is a
different style. This leaves less of a gap in
the market for my magazine. However,
the difference in styles could be an
advantage.

6. Future PLC publish over 30 magazines, and are one of the largest media corporations in the UK.
Their magazine genres include music, film and video games. They also have websites, including
MusicRadar, giving their readers even more ways to access their content. Most of their magazines
are published in the UK, however they do publish a few technology magazines in the US, for
example Windows: The Official Magazine. In 2012, Future sold their US music brands to New Bay
Media LLC. Future’s aim is to target musicians globally, using both print and digital media.
Advantages
- Their music magazines are mostly based
on the rock genre, leaving a gap in the
market for a magazine which focuses on
other genres.
- Their website MusicRadar would be
extremely valuable, as it means that my
magazine can be promoted somewhere
created for musicians, showing how my
magazine is for people passionate about
music. As MusicRadar is also owned by
Future, it allows for the company to
spend less money, as they control both
companies.
- Their US market is minimal, meaning
that, if they were to publish my
magazine internationally, there would
be no competing music magazines from
Future.
Disadvantages
- As their main focus is rock music
magazines, this could mean that they
already have an established audience in
these genres, and therefore wouldn’t
want to invest in magazine which
contains different genres and styles of
music.
- Their target audience appears to be older
readers, as readers of my target age are
less likely to be reading this style of
magazine. This could be a disadvantage
as it means that they may not want to
publish a magazine with a younger target
audience. However, it could be an
advantage, as it leaves a gap in the
market for my magazine.

7. Immediate Media Company distribute a wide variety of magazines aimed at readers of all ages.
They sell 74 million magazines every year, and reach 33 million consumers online every year, with
over 1 million subscribers. They were named Media Company of the Year at the British Media
awards, and say that they’re dedicated to developing relationships with their readers. Their vision
is “creating innovative opportunities for people to explore their passions.”
Advantages
- They only have one magazine aimed at
the same age range as mine, which is
History Revealed. This leaves the
market open for a music magazine with
this target audience.
- Their only music magazines are BBC
music, a classical magazine, Radio
Times, which also includes film and TV,
and Top of the Pops, mainly including
pop artists. They have no magazine
including genres similar to mine, which
leaves a gap in the market which I
could fill.
- They already have an established
audience, shown in the statistics,
meaning that my magazine would be
able to reach a high amount of readers.
Disadvantages
- As there is very few music magazines being
published by this company, their audience
may not be music fans. This could
disadvantage me as it may lower the reader
count of the magazine.
- The gap in the market here may represent
the company’s choices. They may prefer to
aim their magazines towards an
adult/young child audience. This could
affect my magazine, as they may not be
interested in the style and genre, possibly
leading to lower funding and distribution.

8. My Chosen Distribution Company
I have decided that Bauer Media would be the best distributor for my magazine. They are already a well established
magazine distributor, with a wide variety of genres and styles of magazines in their name, so I can trust that they would be
successful distributors. They also already have an established audience, with readers recognising their name and reading the
other magazines that they distribute, giving me an advantage in terms of sales. I was worried about the fact that they also
publish Q magazine, as it is similar to mine in both style and the genres included in the content. However, I feel that the two
magazines are aimed at different audiences. Q is aimed towards an older, adult audience, which is reflected in the choice of
artists included in the magazine. Often, while they are still current artists who young audiences do enjoy, their target
audience is adults. Their inclusion in Q therefore makes Q more aimed towards adults as well. My magazine is more aimed
towards a younger audience (older teens and young adults), and therefore includes different musicians. I am going to include
artists whose target audiences are younger listeners, as this will appeal more to my target audience. This means that Q and
Demo can both work together to cover the market and reach readers of all ages. I was also concerned that, as Kerrang is a
music magazine aimed at the same target age as mine, it would be an issue. However, the two magazines are very different.
Kerrang is a weekly magazine which mainly focuses on rock music, whereas Demo is a monthly magazine, and therefore has a
higher production quality, as well as including a variety of genres besides from rock music. I think that, as Bauer is such an
experienced distribution company, they will be able to publish my magazine very professionally. They are the perfect
distributor for my magazine.
I chose not to go with Future PLC as I felt that their style of magazine was too different from my own, and, while this leaves
the market open for my magazine, I don’t think their readers would be interested in my magazine. I also decided not to go
with Immediate Media Company as I felt that they didn’t have much market for music magazines aimed at teens, as they
haven’t published any yet. I would rather publish my magazine where I knew that I had an audience established like with
Bauer Media.