Evaluation 3

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

Magazine distribution is very important because this is how my magazine gets to my target audience. It is important that the magazine is distributed by a company who have distributed a similar style magazine before and so have experience of marketing and distributing a magazine like my own. I have looked at two major distributors of magazines, Bauer and IPC media as these are the two companies I feel would be distribute my magazine the best. I will have to consider both distributors and make the right choice so that my magazine is represented well in the industry.

IPC media are a very well known brand across the media industry. One of the countries most popular music magazines 'NME' are distributed by this company. IPC Media produces over 60 media brands which gives them a chance to reach a very large audience. IPC is a very appropriate company to distribute my magazine as I feel it would fit in well with my target audience as my magazine and NME are both quite similar in both genre and the way they look.  The people who buy NME magazine I think would also be interested in my magazine as they are of similar genres and would probably have quite similar content. As IPC have experience with a music magazine so similar to mine I feel they would be a good option to distribute my magazine. IPC's websites also collectively reach over 20 million users every month which could also influence my decision as online magazines are becoming a lot more popular and it could be a good idea to get my magazine out to the more modern audience. 

Bauer media reaches over nineteen million UK adults across multiple media channels. They have more than eighty influential media brands spanning a wide range of interests. They are also the distributors of the very popular rock magazine 'Kerrang!'. 'Kerrang!' magazine is the same genre as my music magazine which makes me think that Bauer would be perfect at distributing my magazine as they already distribute a magazine so similar to mine and have managed to make it so successful. 'Kerrang!' and my music magazine will also have the same target audience and Bauer has already managed to appeal to this so it would be easy for my magazine to gain sales. Bauer also distribute in over 15 different countries and offer over 300 magazines in a wide range of genres. They also have connections with radio stations and TV which allows them to distribute to a much wider audience than other companies are able to. I think my target audience would be involved in all of these different aspects of media so they would be able to view my magazine one way or another. As Bauer have so many outlets they could use to distribute my magazine I feel they would be a safe option to chose for my magazine.

My decision

After looking at the two major companies I feel that the best distributor for my magazine would be Bauer media. The reason I chose Bauer is they have already managed to make 'Kerrang!' such a successful magazine and as my magazine and 'Kerrang!' are so similar in genre I feel they would be able to repeat this success with my magazine. They also distribute magazines in so many different countries and are involved in both TV and radio which means that my magazine could manage to reach a much larger audience than if I decided to go with IPC media. The reason I did not go with IPC is I don't think they would be able to distribute my magazine to as many people as I would like and they are possibly lacking in experience at distributing a magazine so similar in genre to mine.