IPC Media would be the best distributor for my new music magazine targeted towards young females. IPC already publishes the successful music magazines NME and Uncut, which have large readerships but mainly attract male audiences. Distributing through IPC could help expand their consumer base by providing a magazine that appeals more to women. It would also fill a gap in their portfolio. In the future, I aim to expand the magazine brand into other areas like NME has, including an online radio station, sponsoring music awards and gigs, and merchandise to build the Airwaves brand.

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

2. What is a Media Institution?
A Media Institution is a term used to identify any business that regulates
media activities, produces media texts or markets/distributes them. Their
employees are expected to share the values of the institution and work
together to meet its aims. Each institution has its own ethos and has a
status and reputation to maintain.
REGULATORS PUBLISHERS
MEDIA
INSTITUTIONS
MARKETERS DISTRIBUTORS

3. Media Regulators
UK Print Media Regulators UK Broadcast Media Regulators
The print media in the UK is Private UK broadcast media were regulated by
self-regulating. There is no the Independent Television Commission (ITC),
Press Council, journalists do the Radio Authority (RA) and the Broadcast
not have to be registered or Standards Commission (BSC) but in 2003 these
licensed. Since 1991 there has were all replaced by Ofcom. The BBC is a public
been a Press Complaints broadcaster and has its own internal regulation
Commission and a Press Code systems.
of Practice.
All broadcasters are covered by the
Broadcasting Act 1990.
Many Media Institutions in the UK fill
multiple roles in the media market.
Independent regulator and
For example the BBC are responsible
competition authority
for production of magazines and
for the UK communications
programmes, marketing &
industries
distributing them and self regulation.

4. Media Publishers
UBM publishes more than
100 print magazine titles,
most of which are controlled 2nd largest UK
circulation trade magazines. consumer publisher,
with about 22% of the
Largest privately-owned market. It has 59
Computer magazine publisher in magazines and
Magazine Europe with more than almost 26m UK adult
specialist 80 titles and about 25% readers.
of the consumer market
Future sells 3.2
million magazines
each month
Publishes about 25 across four Seven is a fast-
magazines and portfolios: Games, growing publishing
websites in specialist, Technology, Music company specialising
trade and hobby & Movies and in consumer
sectors. Active magazines.

5. Which media institution might distribute
suit my media product?
I have identified some key Media Institutions that might distribute
my Music Magazine :-
Future publishes Classic Rock, IPC Media publishes only NME and Uncut
Metal Hammer and Guitarist Bauer publishes Q and Kerrang!

6. Which is the best distributor for me?
I have chosen IPC Media to distribute my media product
because:
1. My music magazine is a niche product being targeted at a female audience, but I
want to reach a mass market. I feel that my best chance is with with a large
distributor that already has established music media brands and a large consumer
base, rather than a smaller company.
2. IPC Media already publishes NME very successfully. NME has an audience profile
that is 73% male. I feel that my music magazine could fill a gap in IPC’s portfolio by
providing a product for the female demographic who do not identify with NME.
3. It will help IPC reach new markets as it’s Media Pack shows that the current target
market for NME is men between 17-30 years.

7. I have chosen IPC Media to distribute my media
product because:
• IPC Media also already publishes Uncut. Uncut says that its reader profile that is
86% male with an average of 37. It is an Indie music magazine concentrating on
Modern Indie, Rock, Classic Indie and Americana but is not designed to appeal to a
young female audience. I feel that my music magazine could fill a gap in IPC’s
portfolio by providing a product for the young female demographic who do not
identify with Uncut.
I feel that my
magazine could fit
comfortably within
the IPC portfolio
without their
threatening existing
music brands and
would help to
expand their
market/consumer
base by attracting a
female audience.
My magazine reader

8. How my magazine, as a product, could be
extended into other media areas
Media Packs from existing
I would like to expand Airwaves into other
music magazines such as
areas in a similar way to NME:
NME show that in addition
Internet radio station
to publishing magazines,
they also have an Plays Indie music. Invite unsigned female artists to
online presence, send in audition tapes for a monthly feature –
sponsor music awards and Airwaves - New Female Artist of the Month
have a radio station. Sponsor a Gig
Organise a gig to showcase the 12 Airwaves - New
My own research has Female Artists of the Month
shown that my target
market like to listen to Merchandising
music, attend gigs and Produce a range of desirable Airwaves fashion items
festivals. such as T shirts, hats/caps, bags in feminine colours
to promote the brand.
Website
Bringing together all Airwave products under one
umbrella with additional Twitter and Facebook feeds.