Saturday, 20 February 2016
EVALUATION – INSITUTIONS
Evaluation – Insitutions
What kind of media institution
might distribute your media product and why?
After looking back at my research and planning post of the
different institutions that are available to publish my magazine I have decided
to publish my magazine with Time INC. I decided to go with this institution
because not only do they have a sector that specialises in entertainment but
they publish over 90 iconic brands such as NME. In addition to this because my
magazine is unique and a completely different genre in itself so it wouldn’t be
competing with their leading selling magazine, NME and Uncut. I further feel as
this would be a great asset for Time Inc. by adding to their brand because it
is completely different and with other research done the target audience is
wider than magazines focusing on just one specific type of music. This could
possibly further increase their monthly audience of 120 million people.
Furthermore, the results from the questionnaire said that they would like to
see the magazine distributed on multi-platforms, which Time Inc. will be able
to do for me as they already publish their magazine online, on mobile and
tablet apps as well as in print. The results also said that they would like it
to be published monthly which the majority of Time Inc.’s magazines are
therefore making them better suited for my magazine. However, I do realise that
around 90% of magazine first starting out do fail, even though this may be an
issue I feel like my magazine is unique and will attract a wide range of Time
Inc.’s and other publishing companies’ audiences. Additionally, they have over
146 million followers on all their social media accounts meaning that publicity
will be better and more successful than if I published my magazine with Bauer
Media or Livingly who have fewer followers and a smaller audience.
In addition to this I decided not to publish my magazine with
the other two institutions that I had previously researched because Bauer Media
focuses a lot on music magazines of many different genres and seems to be one
of their main focuses. Therefore, I felt that my magazine wouldn’t stand out, consequently
not getting the publicity it needs. However, they would have been able to
distribute it on many different platforms so the intended target audience could
access it. Conversely they don’t have as wider audience as Time INC, which made
me deicide not to publish my magazine with Bauer Media. For Livingly Media I
decided not to have my magazine published here because they don’t distribute it
on many platforms, it is only online which would make it harder for the elderly
and other possible classes and groups to access it because it isn’t in print
and in a normal shop to access it as they may not have been able to use a
mobile device, tablet or computer to read the magazine itself meaning I would
lose a large section of my attend target audience meaning the magazine wouldn’t
sell so well.
Additionally, I would like to get my magazine distributed
into major leading supermarkets and also newsagents e.g. Tesco’s, ASDA, WH
Smiths because not only was this suggested by the public on the questionnaire
completed but also these retailers get a variety of consumers going through
their shops each day making them more familiar to the magazine and having more
chance for my intended target audience to notice and buy the magazine.
Finally, in regards to synergy there are possibilities for my magazine to be a sponsorship for award shows like the Olivier Awards. These award shows specialise in theatre productions instead of other award shows which focus on music and films. This would gain more publicity for my magazine which in turn would mean more customers and money from them buying the magazine therefore, cancelling out some of the cost of the sponsorship. To further boost my magazine income and make it more useful to Time Inc., I would encourage companies like the Italia Conti Academy of Theatre Arts, Sylvia Young Theatre School and restaurants, cafes and taxis as well as new shows and ones currently in the West End to advertise in my magazine `Fusion` to further generate more revenue and make it worth more money to Time Inc. I would use these companies and advertisements because they are relevant to my magazine and may further generate and encourage custom especially if they have offers attached, this would also build up brand royalty.
In conclusion my magazine will be
published by the institution Time Inc. as not only is it beneficial for it to
be published with a successful publisher but also because I feel that my
magazine has a whole new genre to offer to this institution. It will be distributed
in all major supermarkets and newsagents as they have a whole range of
customers that would see the magazine and be inclined to buy it. Furthermore,
it will also be published online with a subscription fee to gain more revenue, with
a mobile and tablet version available. I am also aiming for my magazine to be a
sponsor for the Olivia Awards and have advertisement’s from theatre schools,
places to eat in theatre land and West End productions to generate further
revenue and custom.
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Tuesday, 2 February 2016
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