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The magazine market hasbecome highly fragmentedrecently and it is becomingincreasingly difficult to keepcirculation figures of magazinesat a consistently high level.Publishers realise this andtherefore would be wary intaking on new publications as tomake sure there would be asteady demand for the product.This of course means that Iwould have to ensure I targetedand used the correct publisher.

* Mojo ( Bauer Consumer Media ) : 87,555 ; -7.5%* Q ( Bauer Consumer Media ) : 77,522 ; -12.1%

* Classic Rock ( Future Publishing Ltd ) : 62,354 ; -7.9%* Kerrang! ( Bauer Consumer Media ) : 42,077 ; -2.1%

* Metal Hammer ( Future Publishing Ltd ) : 35,259 ; -15.7%* New Musical Express ( IPC Media Ltd ) : 27,650 ; -14.0%

Circulation figures formarket leaders

as ofJanuary 2011.

For more inforelate to

Question 1.

Q, NME and and Uncut suffered double-digityear-on-year sales declines in another torridperiod for the music magazine sector in thesecond half of (Josh Halliday-The Guardian)

2011.

Key to note is that aswell as choosing apublisher in terms of the similarity ofprevious publications, the popularity ofthe publisher should also be taken intoaccount as to start off with a goodreputation from critics and customers.

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There are 4 music magazine publishers in the UK who aredominating the market. The publishers logos are seen in the

opening slide. Although it is key to note that Development Hell isa majorly smaller company than the other 3 publishers.

Bauer appear to be the biggestpublisher in terms of both itsreputation and its productportfolio. They are a largeGerman publishing companybased in Hamburg, who operatesin 15 countries worldwide. Bauer

Media joined in conjunction withemapbusinesss in January 2008followingemaps plc consumerproducts to Bauer. Bauer Mediafocuses its attentions on

Magazines and Radio - widelyrecognised as being industryinnovators within the magazine

sector. With such highcredentials, it would appear thatBauer is a suitable candidate. Itdoes not as of late have a DubstepMagazine within its publishedmagazine base and could fit inwith advertising packages.

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The one featuring music magazine within IPCs publication baseis NME (New Musical Express) perhaps the lowest circulated

magazine however readership figures are slightly moreimpressive standing at 411,000 .(1/11/11)

IPC Media is another possiblepublisher. IPC Media (InternationalPublishing Corporation) is ownedby Time Inc and is a consumermagazine and digital publisher inthe United Kingdom selling over350 million copies of its

magazines every year. Much likeBauer, IPC do not feature aDubstep based magazine withinits Magazine catalogue. Its only

music based publication is NMEand there is a strong possibilitythat it may want to expand furtherinto the music magazine market

and with the emergence ofDubstep as a popular genre, thismay be a publisher which showskeen interest and would be happyto take on my magazine alongwith using outstandingadvertising clients.

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MixMagis known as The Worlds biggest Dance Music & Clubbing Destination. Development Hell Ltd. Is perhapsthe lesser known publisherpublishing the more unknown and

perhaps underground titles. It is

an independent media companybased in Islington, London whocurrently publish two monthly

magazines, The Wordand Mixmag. They also managetheir accompanying websites andhave provided consultancy forFuture, IPC and were employed byPaul McCartney to produce hissouvenier magazine. Thesecredits lead to very high praise

and as they already feature asimilar publication, they wouldmost likely be encouraged by mymagazine, knowing they could usecurrent advertising clients withinthe magazine aswell as usingsome of their ideas in it.

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Futures music-listening brands Classic Rock, Metal Hammerand Revolver are going from strength to strength. Classic Rock

recorded its ninth consecutive circulation increase in the last full(Future Publishing Portfolio) year.

Finally I will focus on FuturePublishing. Future is the biggestguitar publisher in the world andthe biggest music-makingpublisher in both the US and theUK. This is a fairly good thing toknow as the majority of Dubstep

music is made using computers.One of Futures publishedmagazines, Computer Music,relates to the equipment used tomake music. As this is a keycomponent of my genre I feel thispublisher could effectively takenon board my magazine although

the inexperience of genre basedwriting outside of the metal genremay mean this is not a suitablepublisher to use as it may not fitinto the market as a wideconsumer based magazine. Muchlike its instrumental magazines.

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As mentioned earlier, the musicmagazine market is in a steepdecline of popularity. This isdue to the increase intechnological advances as wellas public demand for moreinteractivity within modernpublications, somethingmagazine publishers are unableto provide within the confines ofa paper magazine. Interactivityis the key point here and withmy QR code accessibility itallows my product a USP.

As I briefly mentioned, the publishers of MixMag, DevelopmentHell Ltd also work as a consultancy firm for music magazine

publishers. With a fairly vast amount of experience andrecongised experts, it could be a good idea to use this company

not as my magazines publisher but as a consultant for thepublication. With the genre similarity and previous knowledge,

this would allow me to gain in-sight into the possibilities for the

future of DubleTake.

Along with this info, there is a minority who still enjoy the physicality of a magazine and would dislikethe complete change to internet, a problem seen frequently amongst this genre. This is why mymagazine and the brand itself would be unique. It would provide traditional accessibility with a stronglink to current advances using digital iBook sales, a market which in itself is currently booming. Beingable to utilise this for music magazines would mean my magazine is leading the way for modernmethods of publication.

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In retrospect, Bauer Media are the largest and most prominent companyand for many would be the obvious choice however, in my opinion thevastness of the operation they are managing is perhaps the key reasonwhy they would not be the suitable candidate. They would perhaps not beinterested in taking on a new magazine, especially in this period ofdramatic drops in circulation. I have therefore decided that the idealpublisher for my magazine would be IPC. With NME being the only one oftheir extensive catalogue of magazines focusing on music, it is a strongpossibility that they may want to investigate the potential into this marketfurther, especially using a genre which is proven to be an upcomingfavourite amongst both mainstream listeners as well as the potential salesthey could gain from devoted listeners since the creation of Dubstep.

When mentioning to them the drop in magazine circulation, which theywill most likely be aware of, I could mention the emerging market fordownloadable content and e-book sales. When describing the plan andpossibility to expand into this, This may ensure that they will be keen tomake a deal and with the viewable quality of NME, it is clear that theycould be trusted with their input for the magazine and that they could helpbring success from this new publication.