WHAT KIND OF MEDIA

INSTITUTION MIGHT DISTRIBUTE

YOUR MEDIA PRODUCT AND

WHY?

What is a media institution?

Media institution is a company that owns large

numbers of companies in various mass media such

as television, radio, publishing, movies, and

the Internet. It is either public or private and

produces or distributes media products such as

magazines.

There two main institutions which I have looked at

are; Bauer Media and Condé Nast. This will be the

institutions which I will compare and choose

between as I have the most knowledge about them.

Chosen institutions & their bio

Bauer Media:

• is a worldwide

media empire

offering over 300

magazines in 15

countries, as well

as online, TV and

radio stations.

• Consists of many

companies collected

around two main

divisions –

Magazines and Radio

• Does not publish a

Hip Hop/Pop

magazine therefore

it will be unique

for them to publish

such a music

magazine

Condé Nast:

• Attracts 115 million

consumers across its

industry-leading print,

digital and video

brands, the company’s

portfolio includes some

of the most iconic

titles in media such as

Vogue

• Entertainment, was

launched in 2011 to

develop film,

television and premium

digital video

programming.

• Does not publish any

music magazines,

meaning that they lack

experience with this

type of magazines. This

could make the

publishing of UrbanFlow

unsuccessful.

C

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What media institution would I like to

distribute my media product and why? I consider Bauer Media and Condé Nast as two very successful institutions

as both of them publish well known magazines; however I believe that to

make sure the UrbanFlow music magazine is well published I would have to

pick a institution which is more tailored for this job. Looking back at the

earlier slide where I have compared the facilities of both companies, I

have used it as a reference to pick out the most suitable institution.

After comparing both of the institutions I have concluded that Bauer Media

is the institution which I would go for. I have mainly chosen Bauer media

as they already have a very successful music magazine named “Kerrang!”

which is of a different genre. This means that the institution is

successful in music publishing therefore UrbanFlow would benefit from that

as it could work closely with Kerrang! in order to promote each other,

creating a synergy. Additionally, Bauer Media is a multinational company as

it operates over 15 countries. By this Bauer Media would be allowed to

promote UrbanFlow and gain new audience in different countries meaning that

UrbanFlow would sell better as well as increasing the profit for the

company. Last of all, Bauer Media is a institution who's products are quite

successful therefore they gain a lot of money. By this they have a lot of

financial backup to support their magazines. This could mean that the

UrbanFlow magazine would be promoted via technological convergence

such as mobile apps. This would mean that the magazine would reach

a wider audience as well as making it more interactive for the readers,

and especially my young target audience.