Sunday, 17 March 2013
What kind of institution might distribute your media product and why?
Question 3
What kind of media
institution might distribute your media product and why?
My magazine/product is going to be a consumer magazine to be sold at newsagents and online. It will be cosmopolitan aiming to entertain and inform.
IPC is the second largest consumer magazine publisher having
20% sales in the newsagents, which is where its magazines are distributed. Some
of the magazines IPC publishes are NME, LOOK, NOW and NUTS. This is the company
I would select to publish my magazine because:
1. The
magazines are similar to my products for example mine is close to LOOK and NOW
style.
2. NME is a
well-known, selling music magazine, so my music magazine could do well with
this company.
3. No
competition from the existing magazines that it publishes as NME has a
different target audience. LOOK and NOW aren’t music magazines.
4. It has a
good reputation for selling and getting readership of it magazines.
Only 3 in 10 magazines make it past the first four years and
actually continue to survive. To be able to sell my magazine and have it continue
after those four years I’d have to have a unique selling point (USP). My USP is
that my magazine is a mixture of lifestyle and music, and there aren’t many
music magazines aimed at young women. Any that exist aren’t attracting a wide
enough audience. The only ones that could be competition are things such as ‘GLAMOUR’
or ‘TEEN NOW’.
However my magazine is a lot like other magazines that exist,
and the reason for no music magazines for women is the fact they don’t feel
they need one, because of research and factors, it shows women may not buy one
unless its aimed at their specific needs. My product could be one of the 10
that fall through because music magazines are unpopular with women and the
factors which make it more appealing than an average music magazine, in fact
already exist in competing magazines. The positive side to this however, is
that although this is true, the similar appealing designs are in lifestyle magazines
not music, so then the section of my audience that wanted a music magazine will still buy it over
the competing ones.
IPC use their company, market force, to distribute to big
retailers like WHS smith and ASDA. This is good because my audience are likely
to shop in these distributors and therefore be attracted to my magazine. These
large companies sell a lot of magazines because of how big and popular they
are, and how high the demand is from the target audience of the magazines they
sell.
However, because of the competition on the shelves at the
point of sale my magazine may fall un- noticed, and because it’s so close to
other magazine content and design it may not be the one the audience I aimed my
magazine at chooses to buy from the selection. This could be because of their
preferred choice, how it looks compared to the others, or the fact it has no
reputation yet.
Also because they distribute in these large companies they
distribute magazines like mine and therefore its likely mine won’t sell as much
as it could independently, where it’s the one of its kind and more quality and
attention is put into it to make it sell. On the other hand it could do well
with a large distributor because of its good reputation and the amount of
magazines it distributes because my magazine might just flow along with the
others and sell as much as the others do once it has picked up and been around
for a while.
I personally think it has more of a chance being in with the
publishing company that has similar magazines but none that will compete with
it, so it gets all the quality attention and detail it needs because that
particular attention isn’t going into any other magazine from that publisher,
and also because of the large distributors that they are in contact with. It
has more of chance to sell if you give it more of a chance to sell, which you
are doing with a large company, wide variety, well selling company.
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