The author argues that Bauer Publishing would be a good company to publish their music magazine for several reasons: 1) Bauer Publishing is a large, established company that publishes well-known magazines and would give a new magazine credibility and reputation. 2) The magazine's target audience is a niche not served by other magazines, so would bring in new revenue for Bauer Publishing. 3) Bauer Publishing has an international reach across Europe, the US, and Mexico, allowing potential for international expansion of the magazine. 4) Bauer Publishing is a multimedia company that could help expand the magazine into radio, creating synergies between the two arms of the business.

1. What kind of media institution
might distribute your media
product and why?

2. ž I think that Bauer Publishing would be a good company
to publish my magazine. Bauer Publishing is well
known and established publishing company that
launched in 1875. It is the publishing company for
many well-known magazines today such as TV Guide,
FHM and music magazine Kerrang!

3. ž Though my magazine doesn’t fit any genre that the
company currently publish, I think the niche in the
market that my magazine addresses is a good
opportunity for Bauer to reach out to a new target
audience. With my target audience being specialist
and a group of people that no other music magazine
directly adopts as their audience, it is sure to bring in
money for the company.
ž It also means that Bauer will be able to target an
audience that no other publishing company does as it
audience is a completely new identified niche –
therefore this will also give them an advantage over
competitors.

4. ž By choosing such a well-known publishing
company the magazine might also gain a higher
reputation. With it being a new magazine a
positive reputation must be achieved as quickly as
possible; as Bauer Publishing has so many
established and respected magazines already
being published by them, consumers may portray
the magazine in the same positive light as some of
these other magazines too.

5. ž Not only does Bauer Publishing reach out to audiences
through magazines, but they also are a multi-media
group that deals in radio as well.
ž This means that the magazine that I have created will
have an opportunity to expand itself through synergy
and create a radio station that the same company could
publish. This makes it easier for the magazine and also
brings in more money for both parties.
ž It also helps to create a good relationship between the
two as well, creating a better sense of business and
more insurance that both parties are going to continue
to work with each other.

6. ž Not only does Bauer have UK based audiences, but they
also have a large European reach in countries such as
Spain, Portugal, Germany and France, as well also
publishing in the US and Mexico too. This means that
there could be international reaches for my magazine
should Bauer publish it.
ž With my magazine covering a niche in the market too it
also means that this specialist audience is reached
wise-spread, and my magazine would be the primary
target addressing the audience’s needs. This helps to
eliminate any competition that could arise and again
give Bauer an advantage on its competition.

7. ž It could be argued that a company such as Future plc.
Publishing would be a better suited publishing
company for my magazine with it publishing magazine
closer to my genre of magazine or genres that could
relate such as Metal Hammer and Xbox 360:The
Official Magazine.

8. ž However, I think a company like this might not show as
much interest as they might feel they partially target
this audience or something close to it, already
providing products that could potentially appeal to my
audience and therefore opt no to publish my magazine.

9. ž This could also be because they could feel they are
wasting time and money and not yielding enough profit
from the publication of my magazine as so far they have
been the closest substitute to addresses my audiences
needs – this also means they could find a loss in profit
with other magazines they publish, such as Metal
Hammer, should they publish my music magazine.
ž Future plc. Publishing also doesn’t give my magazine as
much chance for an international reach as what Bauer
does too, as it only publishes predominantly in the UK
and US, and Australia, where as Bauer does this and
various places across Europe too.