The document discusses the potential media institution to distribute a classical music magazine for young people called Crescendo. It considers both mainstream publishers like Frontline that distribute magazines to large audiences and make money through advertising, and independent publishers that focus on niche audiences. While an independent publisher would allow more creative freedom, a mainstream publisher could help the magazine reach a larger audience and make more money. Ultimately, distributing both a print magazine and digital content online would allow the magazine to reach young people across multiple platforms.