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

The logo on the left is for the company IPC Media, who i believe would be best to distribute my music magazine. As they are one of the two biggest magazine distributors in the UK (Bauer Media being their biggest rival), I believe that they could give my magazine the a coverage, and national distribution it needs. The fact that my magazine covers the relatively mainstream genre of 'modern rock', would best suit a large distributor such as IPC media in my opinion. Although IPC media already distributes two other music magazines, NME (alternative rock), and Uncut (classic rock), I believe that my magazine will fill a gap in their portfolio as it is of a slightly different genre to any other magazine they distribute. My magazine will also be able to benefit from cross advertising with the two other titles.

Another benefit to using a large distributor like IPC Media will provide wide distribution of my printed magazine as they will have distribution deals with large retailing companies such as WHSmith. However, this could also come as a disadvantage in the future as the company may take away my 'editorial Independence', in favour of focusing more on advertising than on the audience in order to maximise profits.

The magazine most similar to mine, would be Kerrang which is an established weekly music magazine, that targets the more mainstream rock fans. It is published by IPC Media's rivals Bauer Media. Despite the similarities, I feel mine will still attract a slightly different audience to Kerrang, as the music mine will cover perhaps will appeal to a slightly older, and more sophisticated audience.

In order to further increase advertising, and therefore profits, the magazine will need a synergy e.g. online versions of the magazine or viral ads, and even sister radio programmes would help to do this. However the magazine will first need to establish itself in the market before expanding in these ways, so as to ensure there is enough income to run these other projects. In order to increase the exposure of my magazine, I will include a free CD and occasionally other free items in order to help increase the circulation of the magazine.