The document discusses different types of media institutions and ownership structures. It focuses on a student who has chosen to work with the vertically integrated media company IPC Media to launch a new music magazine called Tones. IPC Media owns over 85 magazines, including the iconic music magazine NME. The student feels IPC Media can help Tones grow by advertising it at music festivals through NME's stage and possibly on television. Marketing strategies for Tones include sponsoring a music stage at festivals, setting up a music channel, and hosting local band competitions across the country.

1. Institutions

2. Media institutions In the past there have been media types like ‘the press’ now media ownership has been concentrated to an oligopoly. (5 main companies who dominate, Disney, Sony, Nike etc) Now the word institutions refers to media companies who are massive- media conglomerate. Today media companies are either independent or conglomerates. The difference between them is that an independent company only does the production and has to find another company to do the distribution and exhibition.

3. Vertically integrated A vertically integrated company has control are each stage. Production, distribution and exhibition.

4. Horizontally integrated Horizontally integrated is when the company productions the film and then create extras like the DVD and games etc. (cross media marketing)

5. Institutions For my magazine I have decided to use a vertically integrated company called IPC media. IPC media is a large company that already produces 85 iconic magazines, including music magazine NME.

6. ipc Knowing that they already publish NME shows me that they are already good on the music scene event though my magazine Tones is not in the same genre as NME I still free that they would be able to help me. Also as IPC is a mainstream company and even though the has it independent values and indie music is now growing and becoming more mainstream which means that they will be able to help my magazine grow. They will be able to help it grown by advertising it at festival like NME having its own stage, and maybe advertising it on the TV.

7. Marketing Strategy For my magazine I would have several different marketing strategies like, sponsoring a stage at a festival, this would be good publicity because lots of people would be able to hear about the magazine and on the stage indie bands/artists that have been featured in the magazine can perform on the stage attracting now people to read the magazine, and attracting people to indie music and letting them know its become more mainstream. Another idea I had was to set up a music channel or sponsor a music channel so a range of people could be a wear of the new magazine. Also they will be able to tell what genre the magazine is from watching the music channel as like the festival stage it will be playing top indie music, and new up and coming stars. Having a music channel shows that the indie music is growing and becoming more mainstream. My last idea was to have little gigs in town and cities up and down the country of new bands and artists to perform and make it like a compotation so it would help new artists get off the ground but also the winners would be able to win a record deal. I think this is a good strategy as its getting the magazine out there and helping new bands and artists.