- IPC became a large publishing company in the 1800s launching magazines targeted towards middle-class males such as Country Life and Horse and Hound. - In the 1920s, IPC began targeting female audiences with magazines about home design and decorating as stereotypical roles of women changed. - Throughout the 1900s, IPC continued expanding their magazine offerings, evolving with social changes and targeting new audiences such as teenagers. This established IPC as a leading magazine publisher.

1. ResearchTask 4: ResearchintoMusic IndustriesandInstitutions (Q1-4)
1800s-1900s
1853 – IPC became the largest newspaper in Europe within a year when it was launched in
1853.
Late 1800s – Eight other IPC titles are still successful today which was launched in the late
1800s. For example, Country Life, Horse and Hound, Shooting Times, Yachting World,
Amateur Gardening, Cycling Weekly, Amateur Photographer and The Railway Magazine. The
target audience for the majority of these magazines are middle-class white men; however,
females may also be targeted for the magazine “Amateur Gardening”. During the 1800s
gardening could also be an interest to females too. These magazines are focused on a
lifestyle of the wealthy that have a high disposable income. This infers that these magazines
are a traditional male organisation that prints material for a patriarchal society.
The competitions between the different magazines play a key role in the sale promotions for
the early IPC magazines. For example, they offered a sensational prize by fledgling the
magazine in 1889, with a prize of £1 a week for a lifetime to any reader who could guess the
amount of gold and silver in the Bank of England. A £1 a weak was worth a lot of money at
the time which suggests the magazine was a wealthy and stable company. Furthermore, this
tells us that IPC used promotions to engage the target audience of white middle-class men.
1920s-1940s- Launches in the home interest and women’s weeklies markets. These
magazines suggest that the magazine market was targeting stereotypical females who are
housewives, as they would be interested in designing/decorating their home because they
spend a lot of time there.
1920s- Odhams launched the new monthly ideal home in opposition to Newnes’ Home and
Gardens. This infers that these magazines were aimed at stereotypical women, known as
“housewives”, as they would be mothers/wives who spend the majority of their time at
home and have a good income to pay for an “Ideal Home”. Moreover, this emphasises that
IPC are willing to target different audiences, such as females, due to the change in time and
politics. This further suggests this magazine publisher is trustworthy and loyal, as this
magazine is still printed to this day and it’s been a popular magazine since. “Ideal Home”
wanted to strive against “the erection of hideous houses which got to mar the beauty of
what would any circumstances be the most ideal and beautiful environment.” This is linked
to the government’s promise that they would build 100,000 new homes in 1921, due to the
post-war planning. Some of these words are associates with women, for example, “ideal and
beautiful.” This shows the magazine is aimed at women who care about beauty, themselves
and their homes. This infers IPC would be a good company for my magazine as they know
how to define key words and how to attract the specific target audiences.

2. 1926- Women and Home entered the market. This infers that the time change/period
change suggests that IPC were changing as time changed and as social changes occurred.
Furthermore, it concludes IPC’s market is advancing as it’s becoming more popular.
1929- By IPC’s third birthday it had grown to 144 pages, majoring on fiction. This displays
that the company was increasing in popularity so they increased the amount of pages to
entertain/engage the audience. Having 144 pages also shows it’s a very good company as
they have many ideas of articles, stories, features, advertisements, promotions, etc.
1930s- In 1932 there was the launch of the Woman’s Own which heralded the arrival of one
of IPC’s traditional ‘Big Two’. This emphasises that IPC includes promotions to catch the
target audiences/readers eye. Newnes promoted its first issue of Woman in 1937 with a
free cover-mounted gift – three skeins of wool with every cop! This was a great way of
attracting more audiences to purchase this magazine, such as females. This magazine cost
2d at the time and it was the first full-colour magazine at that price. The price inferred that
this magazine was at an affordable price, aiming at middle-class women. Furthermore, this
suggests technology had advanced, showing the change in evolution. Also, this magazine is
aimed at women who are interested in sewing/knitting. The advance of technology attracts
all audiences and shows a trend which promotes the magazine. This will help me to promote
my magazine by using advanced technology.
1940s- A key wartime role was played by IPC’s women’s weeklies, motivating Britain’s
women and supplying the government information. This infers they are reliable, loyal and
they try to achieve a lot by keeping up the morale of women to help them through the
tough time of the war and to motivate them. This would be good for my magazine, because
it motivates the target audience, engaging them to purchase and read the magazine.
1950s-1970s- Music and Mergers. IPC has variety of genres for magazines. This would be
great for my magazine as I will be producing my very own music magazine and IPC are
experienced in this genre.
1960s- The 1963 formation of the International Publishing Corporation made the three rival
magazine companies come together, Newnes, Fleetway and Odhams Press. These
traditional rival companies found themselves working for the same parent company-Ideal
Home and Homes & Garden, Woman and Woman’s Own, etc. All of these companies chose
the same company showing it’s a reliable, popular and excellent company.
1969- A new magazine called “Shoot!” was produced (new football weekly). This was
launched to capitalise the upsurge of the interest in the football game generated by the
England’s World Cup victory three years earlier. This infers that this was targeted at all aged
males who were interested in football and who live or were born in England. Other IPC titles
launched more magazines during the swinging sixties, such as Rugby World, Worlds Soccer,

3. Angler’s Mail and Family Circle. This suggests the company carried on expanding and their
target audience now ranged including men, women and families.
1970s- IPC welcomed the Queen and Duke of Edinburgh to its King’s Reach Tower HQ. HRH
drops in on Horse & Hound, Country Life, Woman and Woman’s Own, while Prince Philip
made a solo visit to Angler’s Mail and Yachting Monthly. This was a clever tactic; therefore
this would be good for a new magazine as IPC know how to draw the target audience to
read each magazine. For example, the HRH were invited to the posh magazines, such as
country life and Horse & Hound and they were also invited to female magazines to attract
more female audiences to purchase their magazines. The Prince made a visit to the more
masculine magazine appealing a wider range of males to read the magazine.
1980-2000- There was a European and Domestic Expansion. IPC carried on expanding their
company by making it better du tot the change in time, period and politics. It also changed
as there was a social change.
1980s- IPC embarks upon the biggest sales campaign in its history. The first ad features
“Four of Britain’s Most Influential People”- Women’s Weeklies. This engages the target
audience of young and middle aged women (24-40) who live in Britain. The launch issue of
Essentials is a sell-out, and after just six issues it launched in France. This would be good for
my magazine as the company was spreading in other countries and I would like my
magazine to be sold in more than just one country.
1990- NME becomes the first major UK music title to get its own internet site. This
concludes that technology was changing and more media was being used to
represent/advertise companies and magazines. Furthermore, IPC would be good for my
magazine as I would like to advertise my magazine using different technologies and media.
1999- IPC continues to evolve with the formation of five limited companies – IPC connect
IPC southbank, IPC TX, IPC ignite and IPC country and leisure media. IPC was getting larger
and evolving in to larger publishing groups, suggesting that it’s a popular company with
magazines.
2000s- New millennium and IPC had changed their name from IPC Magazines to IPC Media.
They had a new identity to go hand in hand with a strategy based on being a brand-centric
business. This proposes that IPC were willing to change as time changed, which made them
become bigger and better. This would be good for my music magazine as it shows the
company is strategic and willing to change.
2007- In February, IPC unveils the UK’s first glossy high street fashion and celebrity style
weekly magazine, backed by an £18m investment, LOOK is IPC’s biggest ever launch. This
suggests a new target audience of female teenagers entered the market. This shows social
change as teenagers are into fashion, beauty and celebrities. It also shows a change in

4. stereotype due to the fact that female teenagers before 2000 were seen as at school or
home and now they are represented as modern young females.
2010- IPC Media restructured around three key audience groups: men, mass-market women
and up-market women. This suggests the majority of females were targeted.
2014- IPC Media was renamed to Time Inc. (UK) Ltd.
What Sorts of genres of music/types of magazines might they be likely to publish?
Time Inc. is most likely to publish music, TV and celebrity magazines. This is due to the fact
that time has change and there has been a change in society. Stereotypically, music, fashion,
TV and celebrities are the most popular types of magazines during this period.
I also think they are most likely to produce POP magazines as they are extremely popular
and the target audience for them is large. For example, the target audience for POP
magazines include all teenagers (mostly girls) and some older aged audiences that regularly
listen to POP music on the radio.
Why might alternative publishers like Bauer be appropriate?
Bauer could also be an appropriate publisher as it’s one of the most successful magazine
companies in the world and they have over 570 magazines, over 300 digital products, and
50 radio and TV stations. This would be good for my magazine as POP music is often heard
on the radio. For example, Radio 1 and Capital. This company also includes marketing and
media sales. Bauer are now one of the largest consumer magazine publishing companies in
the UK that play a primary role in Music (and others). This means my magazine would be a
great attribute to their company.