Question 3: Media Evaluation

Question 3: Media Evaluation

• 1.
  EVALUATION: Q3 -Which media institution might distribute your media product and why?
• 3.
  A media institutionis an establishment, body or company that are involved with the creation and distribution of advertising, entertainment and information services. Whilst doing my research I looked at Bauer media and Warner media. Bauer media publish both Q magazine - the magazine most similar to mine and KERRANG! magazine - the magazine which is the most dissimilar to mine. Warner media publish Rolling Stone magazine which, in some ways is similar to ONE magazine however targeted at a more mature audience. Because Bauer media publish Q magazine it would benefit both myself and Bauer media to distribute my magazine. If Bauer were to distribute my magazine they would be expanding their vertical integration - meaning they own several variations of the same product, which is beneficial to them as they are reducing competition and they will receive revenue regardless of the consumers choice of magazine. Because it would be in Bauer medias interest to reduce competition they may offer a better contract over distributing my magazine then other institutions. Another benefit to me would be that Bauer media will have existing connections to Q magazine target audience, which is effectively my target audience - therefore they would be able to make my product most accessible to its potential buyers. With Bauer medias connections my magazine would also have the option to be published worldwide if desired. With the size and power of Bauer media, I would receive more help with giveaways and competitions which would attract more buyers and aid the success of my magazine. IPC (international publishing company) distributing my magazine would also have its benefits. Although its not as big as Bauer media, the only similar magazine they distribute is NME which has more defined differences to my magazine then Q for example. This would open a possibility of stealing some of Bauer medias market share as existing readers of their magazine might switch to ONE magazine, because of this they may be inclined to either offer a better contract then Bauer media or work closely with me to ensure ONE magazines success. Naturally the disadvantage of choosing IPC is that they have less power and may not be able to push my product into the mass market like Bauer media can. Therefore, taking into consideration the connections, benefits and disadvantage of choosing both institutions. My first choice would be Bauer media as they will be able to push my product to the mass market and through existing suppliers to its target audience, they would be able to aid ONE magazine with better giveaways and concert/festival coverage and they would also be inclined to give me a competitive contract in light of them reducing the competition which will result if another institution were to distribute ONE magazine.