3 | Evaluation

What kind of Media Institution might distribute your media product and why?
Option One: Bauer Publishing House

Bauer began as just a small printing house, but has now grown into a worldwide publishing company, distributing all forms of media such as, magazine, radio and television with offices in up to 16 countries including China. Bauer distributes up to '282 magazines in 15 countries'. Bauer distributes the publishing brands: 'Bella', 'Take a break and That's life!' As well as the Media Brands: 'Q'magazine, and 'Kerrang!' and radio form: 'Bauer radio'. Bauer also has a '50% stake in the British television Company Box Television'. Bauer gained a revenue of '€1.79 Billion in 2006', with '6,400' working employees. However, what makes Bauer an ideal distributor for my magazine is the fact that it distributed a similar magazine to mine: 'Q' magazine. Gaining from it a profit of '89,450(m)'. This obvious success leads me to believe that Bauer although, not an independent company could be an idea distributor for my magazine. 'Q' Magazine is sold in any local newsagent (in the UK) and can be ordered at request, also, can be sold at some WHS Smith and any HMV. This is ideal, as I intend for my magazine to be as locally available as Q is, as well as more industrially available, similarly to 'Q'.

Again, making Bauer seem an ideal distributor, as although, it is a global conglomerate as shown by the example 'Q' respects the more independent qualities I wish to keep whilst globally distributing my product. Also as my product has been produced for a more niche audience, I intend to sell my product in more private book stores and selected stores. I also think my magazine has an ideal opportunity for synergy for example holding concerts and events to gain a larger revenue, as well as attracting a larger global audience similarly to 'Q':   "Q will chalk up a quarter century in 2011 and will do so by continuing to extend its reach amongst audiences online, on TV, on Radio and at live events." Said, Stuart Williams, MD of Bauer Media's and Film Portfolio.

Option Two: IPC

"IPC Media produces over 60 iconic media brands, with print alone reaching almost two thirds of UK women and 42% of UK men – almost 26 million UK adults – while their websites collectively reach over 20 million users every month." IPC was reported to have been largely affected by the 2009 with a loss in profits by 37%. This is particularly unappealing as it makes the distribution company seem unreliable.  IPC distribute the music magazine: 'NME' as well as 15 other magazines. 'NME' is most known for its website form, as it is the "Europe's most successful music website, with over 4 million unique users across the globe." This is appealing, as I would like my magazine also be in an Internet form. However, based on the other magazine IPC distributes and the older target audience, I do not fee that it is the best option for my magazine.

I think Option One: Bauer Publishing House would be the best distribution company for my product as it produces other similar Media products such as 'Q' magazine, based on their success under this Publishing Company, I believe my magazine will mimic such success. Also similarly to 'Q' magazine I would intend for my magazine to be available on order for local shop agents, so it is readily available for my niche audience.Although my magazine would be sold at some WHSmiths and HMV stores so it is easily available, I would also like my magazine to be sold in private, specially chosen in areas where areas where my target audience are situated such as soho, or covent garden. I also feel which such a global conglomerate as a distributor -Bauer Publishing House- there are ideal situations for synergy, such as music festivals, or even CD's featuring all up-and-coming artists that have been featured in my magazine, also a radio station in association with Bauer Radio.