Research into music industries and institutions

A publishing company can be a standalone organisation who only focuses on printing and distributing print products. Magazine producers used to create, produce and print the magazines but this was very costly so they instead decided to separate the creating side and producing and printing side (the publishing company). Having a publishing company that stands alone is more effective because they have international and national access to audiences worldwide. IPC is an example of a large company that publishes a variety of magazines from different genres.

1. What types of magazine and target audiences has Times Inc (formerly IPC) been associated with over the years?

1800s – 1900s

The Field launched in 1853 and within a year became the largest newspaper in Europe. It had its own correspondent throughout the Crimean War and its November 18, 1854 issue ran a series of personal narratives of those who took part in the Charge of the Light Brigade. This shows that IPC at first was only a small scale company, as it is targeted to a niche audience because of the time period. The target audience was upper class men because at this time women were only seen as domestic housewives who would not be interested in the covered topics. Furthermore because the magazine covered topics like the ‘Crimean War’, this suggests IPC aimed the newspaper at an upper class male audience because they are quite intellectual topics that imply you would have to be well educated to read. Because it was the largest newspaper in Europe this presents the nature of social class (upper class males) at this time.

Eight further IPC titles that are still thriving today were launched in the late 1800s: Country Life, Horse & Hound, Shooting Times, Yachting World, Amateur Gardening, Cycling Weekly, Amateur Photographer and The Railway Magazine*. This shows that IPC are beginning to expand and branch out. Unlike before with just one newspaper, IPC are moving with the times. Instead of having a newspaper that focuses on news and the world they decided to create magazines that cater towards interests and leisure time. IPC produced specialist magazines that did this; this was very innovative of them. Specialist areas such as Horse and Hound and Yachting World, which would be aimed at a niche target audience of upper class men. However other titles such as Amateur Gardening, Amateur Photographer, The Railway Magazine and Cycling Weekly, this is a different target audience of middle and possibly working class men. You could also argue that Amateur Gardening could be aimed towards middle and working class women too; however they were still not the main target audience.

In 1889 - the then unheard of fortune of £1 a week for life to any reader who could ‘guess the amount of gold and silver in the Bank of England on a given date’. Competitions play a huge role in promotion within magazine and still do so today. However, this is a notable change within IPC’s target audience, which is working class, as upper classes would not be interested in winning this prize. This shows that IPC is in a more than comfortable position and are obviously prosperous, because they can afford to give this away. In this time period the amount offered is sizeable so it would definitely spark the working class’ interest.

1920s – 1940s

Launch in the home interest and women's weekly markets. Odhams launched the new monthly Ideal Home, Woman & home entered the market in 1926 majoring on fiction. This presents IPC is further expanding and moving with the times. In comparison with a singular upper class male newspaper, there are now magazines that are targeted at working class women (home interest); this target audience is clear because upper class women would not have to do house work etc. themselves. As well as this the ‘Woman and Home’ magazine doesn’t have as much of a specific audience; the target audience is women in general. This marks the time period as women had to come together during the war. IPC seems to be thinking with initiative as the way they publish and create the magazines mirror the time period and aid in women reading similar things and becoming similar. Before the war this would not be the case. The fact that IPC increased their reach by targeting women shows that the company is in a way revolutionary because it presents a significant change in history.

The 1932 launch of Woman's Own heralded the arrival of one of IPC's traditional 'Big Two', with the appearance of Woman following just five years later. This release shows that the previous magazines were evidently successful and therefore more similar magazines were released, their success shown from being named ‘Big Two’. Newnes promoted its first issue of Woman's Own with a free cover-mounted gift - three skeins of wool with every copy. This shows that they are thinking about the target audience, e.g. what would persuade the target audience to buy the magazine. Furthermore I think this shows the target audience is working class because richer classes would not make their own clothes or repair their own clothes. However this could also show that the target audience was women who were still viewed as domestic housewives- they were bored and doing this gave them something to do. For these reasons the magazines were targeting working and middle class women because they can use the prize for whatever they desire and the title is general as it doesn’t specify what type of women in particular (working class or middle class).

Other titles launched in this decade included Caravan, Stamp Magazine and Prediction. This presents that IPC are creating more magazines with a niche

target audience. Stamp magazine and Prediction are quite vague titles so it is difficult to understand what the genre is (reinforcing the fact they were targeted at a niche audience). However Caravan would be an extremely niche audience especially because of the time period; cars and holidays were only for the rich and upper classes.

1940’s- Wartime Woman's Own covers played their own part in rallying women to the wartime cause. All publications during this time were classless, this is because all women had to pull together and the publications printed during this time reiterated this message. Due to the fact that the magazines worked in a way that united women, not separated them, presents that IPC were constantly thinking about the context (time) in which their magazine was being published. This is effective for IPC because it results in more sales.

The upsurge in the music scene heralded the arrival of New Musical Express in 1952. NME is still an extremely popular music magazine today; it would even be considered more of a brand name because it is so popular and world renowned. The house style can easily be recognised and the house style has been imitated in many newer music magazines. Because NME has been successful for now over 60 years, it is suggestive that IPC is knowledgeable within this genre. Moreover, the popularity of rock music (and similar) was at peak at this time, so IPC is showing that it is aware of these events and notices trends- and acts on them. IPC is once again presenting the fact that they are with the times. This could imply that IPC is a suitable company for a new music magazine. The target audience seems to have changed from only older generations to now younger generations also. This marks a change as magazines can now have a teenager/ child target audience.

Following the arrival of ITV in 1955, TV Times published its first issue. This shows IPC is modernising all the time, and marks the fact that it is becoming more standard for people to have TV’s. Because this is still quite a new aspect to most people, the 1950’s is when the boom of ‘normal’ people getting TV’s took place. This target audience for the magazine would be extremely broad, as the TV programmes vary. The target audience would be between children to middle aged adults, male or female. This is clever of IPC because the target audience is so general, the sales would be extensive.

1969 saw the birth of a new football weekly - Shoot!* this targets a younger audience, because an older audience would get their football news from a news source (possibly newspaper). This magazine was created because of interest in the game generated by England's World Cup victory three years earlier. Today football magazines are still popular and because this magazine was released over 40 years ago it shows that IPC can seize an opportunity for success promptly. Also it once again shows that IPC observes the social context of the time period.

Other IPC titles making their debut in the Swinging Sixties included Rugby World, World Soccer, Angler's Mail and Family Circle. This shows that more sports magazines were being created in essence of Shoot! This is making the audience much wider once again as IPC is now targeting fans of other sports too. Furthermore family circle also has an extremely wide target audience as it is aimed towards anyone who is in a family (which is literally everyone). IPC is crafty with their promoting and marketing techniques, as they seem to always be thinking on their feet about how they can broaden the target audience and achieve more sales.

The Reed Group acquires IPC in 1970. The fact that IPC have merged with another group shows that IPC is expanding which replicates the success IPC has. This is important because the larger the company means that it has a larger reach (a much larger audience). This increases the contacts IPC has making it not only a more attractive company for magazine creators but also people seeking work.

In the 1970’s, IPC welcomed the Queen and Duke of Edinburgh to its King's Reach Tower HQ. HRH drops in on Horse & Hound, Country Life, Woman and Woman's Own, while Prince Philip makes a solo visit to Angler's Mail and Yachting Monthly. This represents that IPC is an extremely popular company and also quality. The fact that IPC had these visits represents that it is a trusted company. IPC must be a really wide-span company with a wide demographic to have received this visit.

(1970’s) Successful launches included Aeroplane Monthly*, Sporting Gun and SuperBike. The few of these launches that are travel related show that times are once again modernising; more people are taking interest in the technological advances of the time. These types of magazines differ to other magazines IPC have produce such as Woman’s Weekly magazines, displaying how IPC is adaptable.

1980s

Launch the UK edition of the international title Marie Claire in 1988. This marks a huge success for IPC, as this is such a popular magazine still today. This shows that the company is building up a name for itself, as more and more companies seem to merge together.

In one of the most dramatic arrivals in publishing history, revolutionary lads title Loaded (1990’s). This shows that IPC is moving with the times again and constantly modernising. The target audience is a completely different demographic, as stereotypically more educated men will want to read magazines and read about their hobbies whereas less educated men will never read a magazine- however ‘Loaded’ now challenges this stereotype. IPC have once again gained a wider audience.

Real Life weekly for women, January 2005. This is another recreation of previously successful magazines; the name ‘real life’ suggests that the target audience is for the working class women, which is the majority of the population.

In Feb 2007 - Look - the UK's first glossy high street fashion and celebrity style weekly magazine. Because Look is a high street fashion and celebrity style magazine the target audience is clearly working class women again. This suggests the women’s weekly magazines are successful. It is because of the high street fashion element that shows the class of the female audience.

New digital media brands such as: housetohome, goodtoknow and shootinguk. This presents that IPC moves with the times, to stay with the changing audience. Not only is it easier to have a copy of a magazine digitally rather than paper, and it is also good for the environment. As well as this it makes it easier for the readers to buy the magazine; they don’t even need to leave the house.

In June 2011, IPC Connect launches a major new brand Feelgood games - targeting mass-market mums. This is unusual and brave for IPC to do, as stereotypically games are targeted at younger generations and predominantly male. This represents that IPC are trying to diversify and take risks with their products now.

2. Why might Times Inc be an appropriate publisher for a new music magazine?

I feel IPC would be a suitable company for the first edition of a new music magazine because over the years the company have been able to change and update with the times, and have successful magazines within opposite genres, for example the company began with one Newspaper then branched out to Amateur Gardening and Women’s Weekly. All of these magazines have opposing genres and target audiences. I feel that this shows IPC’s ability to change with the times and to have various magazines with various audiences. Furthermore because of the vast amount of magazines the company has, I believe that the company will have a large reach, which is beneficial for a new magazine, the website states their magazines have ‘captivated millions of people around the world’.

Another reason why I think that IPC will be a suitable company for the new magazine is because one of the most iconic and successful music magazines: ‘NME’, is one of their brands. NME is a world famous, successful music magazine, which many other music magazines copy the style of. NME has been running since 1952, so for over 50 years it has been one of the greatest magazines and brand names in the history of music magazines. Furthermore, NME is the only music magazine published by IPC, therefore there isn’t a lot of other competition. If the music magazine were to

follow in NME’s footsteps it would be extremely successful, therefore I think that the new magazine can trust that IPC has the sufficient experience.

In the past, IPC have easily modified with the audiences and times, starting off being a minor company, rapidly forming in to a now global company. In the beginning they had a target audience of just men, now they are targeting countless different audiences, with over 100 TimeInc brands. One of the notable turns within IPC’s history, that I like, is the fact that they were innovative; by targeting women. Publishing magazines like: Marie Claire, Chat and Mizz appeals to me because the music magazine will not have a specific gender based target audience unlike magazines and newspapers that were published over 100 years ago. Because IPC does have a reach of a male and female audience this would be appropriate for the new magazine. I think that this would work in synergy with IPC’s goals as it is a modern way of thinking, and like the history illustrates IPC moves with the times.

3. What sorts of genres of music/types of magazines might they be likely to publish?

Due to the flexibility in the company’s magazine types ranging from specialist magazines with niche audiences to magazines with wide audiences. IPC seems like they can easily adjust depending on what type of magazine they’re dealing with, and because they have such a vast and diverse range of magazines. Therefore, for these reasons I don’t think that IPC would have a music genre set in stone.

However, it is possible that IPC would be interested in a magazine in the same music genre as NME (rock, alternative and indie), due to the huge success of the magazine.

Nevertheless, due to IPC’s innovative moves over time, it is foreseeable that they would be willing to take a risk. For example in ‘June 2011 IPC Connect launches a major new brand Feelgood games - targeting mass-market mums.’ This is an unusual target audience for gaming reinforcing that IPC takes risks.

4. Why might alternative publishers like Bauer be appropriate?

Ludolph Bauer who published the Rothenburgsorter newspaper founded Bauer in Hamburg in 1875. This is a similar beginning to IPC who also began with publishing a newspaper. Alike to IPC, Bauer’s target audience would have been upper class

men, as in this time period women would still have been viewed as domestic housewives.

After the Second World War (post 1945) the publishing house begins to become more successful, and works with program and youth magazines. This represents that Bauer are beginning to embark on their success that is still thriving today. The fact that Bauer has published a youth magazine shows that they are willing to take chances, as youth magazines would obviously have a young target audience, and before now, they would not be one of the main focuses for target audience. This is because most young people didn’t have a disposable income, especially not in this time period. This highlights the fact that Bauer took a chance publishing these magazines. In comparison to other companies, Bauer was early in its leap to a young target audience, for example, IPC published NME in 1952 and Shoot! In 1969, and from there on more were created. The fact Bauer had done this so early demonstrates that they were innovatively thinking.

In 1953 there was the launch of Angling Times and the acquisition in 1956 of Motor Cycle News, these two iconic magazines are still in Bauer’s portfolio today. These specialist titles show that Bauer is successful enough to aim towards a niche audience, which could mean the magazine may not have as many sales. As well as this, similar magazine titles (or genres) weren’t added to IPC until the 1970’s, which is a great difference in time. This suggests that Bauer were ahead of times, advanced thinkers and trendsetters. Bauer even states on its website (regarding themselves): ‘innovative, new markets, new concepts: new ideas for the magazine market? Why, surely! We know the trends,’ this proves to be true.

In the 1970’s, Bauer developed the first women’s weekly magazines. This is still a popular part of today’s magazine industry. This shows that Bauer recognises that it would be a success, they were innovatively thinking. These types of magazines were not released until later on, reiterating my previous point.

In 1990, the seeds of Bauer Media’s radio business were planted with the acquisition of London dance station KISS FM. This would be appropriate for a new music magazine as it already has experience within the music fields. As well as this, they have a more specific reach to the target audience, as they would be able to promote the new magazine to music fans. In comparison to IPC Bauer has much more experience within the music genre.

In 2005, Britain’s first weekly glossy, Grazia, was launched. Bauer’s Women’s Weekly magazines include Take A Break, which has long been the UK’s best-selling women’s weekly title, and TV Choice, the UK’s biggest selling magazine. This shows that Bauer is proactive with the success and has recognisable magazine names within its company.

Now in its fifth generation of family ownership, the Bauer Media Group operates in 19 countries and has 11,000 employees worldwide. This presents that Bauer has a

wide reach of an audience and has plenty of contacts, which may be interested in a new magazine. Because of the number of links Bauer has it is apparent that a new magazine would get the promotion it needed. In the UK Bauer reaches over 25 million consumers. Today they are Britain’s biggest magazine publisher. Bauer have obviously been successful within their publishing overtime, they are experienced, and their history suggests they would be able to support a new magazine.

Today we operate 81 commercial local, national and digital stations in the UK, including Absolute Radio, Magic and KISS. Because they operate radio stations varying in their music genres, it implies that a music magazine would be in the right place as they already have the right audiences, the right demographic for promotion and contacts within the music industry.