3. What kind of media institution will distribute your media product?

For my magazine to become successful I will need to distribute my magazine to the right media distribution companies as this will determine, my magazines popularity and sale. I will use a multiplatform approach to distribute my magazine as I can promote my magazine through different distribution platforms these include; digitals technology such as social media, apps and a website I can also use old media such as distribution companies these include the Uks  two major publishing houses:
EMAP (East Midland Allied Press) and IPC (International Publishing Corporation). I can also use self publishers and independent publishing houses. Both the IPC and EMAP  are renowned for specialising in mainstream magazines as well as aiming niche audience these magazines include; The NME, Cosmopolitan and InStyle.

I am going to use a major publishing house to distribute my magazine such such as the IPC as they are horizontally and vertically integrated which means they have a lot of power in the distribution industry this company follows Karl Marc’s theory  ‘Power resides with those who have ownership and control of the means of production and distribution' therefore my magazine can benefit from this company as I can use other distribution platform that they may own which will make my product more known therefore increasing the sales. I have also chosen the IPC due to the fact that they distribute the NME who have the same target audience as my magazine therefore the IPC will know how to attract my audience demagogic. Also the NME and my magazine can advertise each other creating synergy as we are both promoting are magazine therefore we will have a  mutually beneficial relationship.


Independent publishing house focus usually on magazine that target a small nice audience the magazines are usually considered boutique as they are high end. Such as the ‘The Church of London’ who publish ‘Little Whit Lies’ these publishing house lacks recourse and money therefore I will not be using as I feel I will not be able to benefit as much as I could from a major publishing house also my audience is to wide and its not niche enough.

Self-publishing is the form of making the magazine yourself and publishing your own work independently an example of this is Sniffin' Glue;  is the name of a monthly punk zine started by Mark Perry in July 1976 and released for about a year it became extremely popular. However they also lack resources which would mean that my magazine would not become popular of advertise therefore this publishing house will not be effective.

I can also distribute my magazine thought digital technology on social media sites such as Facebook and Twitter this has a lot of benefits one is that I can reduce audience fragmentation as Facebook can find my specific target audience and advertise  my magazine to them. Also with social media site being extremely popular to young people I can promote it to a large number of people within my age group. With the increase of people using smart phone I can take advantage of this and create apps to promotes my magazine also I can use my website to advertise and distribute my magazine.

The publishing house that I am going to use to publish my magazine is a major publishing house due to the fact that they have a lot of rescores I can take advantage of the multi platform which they own and I can use them to promote and disabuse my magazine there making it a success.