What kind of media institution might distribute your

media product and why?

What is a Media Institution?

A Media Institution is a term used to identify any business that regulates media activities, produces media texts or markets/distributes them. Their employees are expected to share the values of the institution and work together to meet its aims. Each institution has its own ethos and has a status and reputation to maintain.

MEDIA

INSTITUTIONS

REGULATORS PUBLISHERS

MARKETERS DISTRIBUTORS

Media RegulatorsUK Print Media Regulators

The print media in the UK is self-regulating. There is no Press Council, journalists do not have to be registered or licensed. Since 1991 there has been a Press Complaints Commission and a Press Code of Practice.

UK Broadcast Media Regulators

Private UK broadcast media were regulated by the Independent Television Commission (ITC), the Radio Authority (RA) and the Broadcast Standards Commission (BSC) but in 2003 these were all replaced by Ofcom. The BBC is a public broadcaster and has its own internal regulation systems.

All broadcasters are covered by the Broadcasting Act 1990.

Many Media Institutions in the UK fill multiple roles in the media market. For example the BBC are responsible for production of magazines and programmes, marketing & distributing them and self regulation.

Independent regulator and competition authorityfor the UK communications industries

Media Publishers

Computer Magazine specialist

Publishes about 25 magazines and websites in specialist, trade and hobby sectors.

UBM publishes more than 100 print magazine titles, most of which are controlled circulation trade magazines.

Seven is a fast-growing publishing company specialising in consumer magazines.

2nd largest UK consumer publisher, with about 22% of the market. It has 59 magazines and almost 26m UK adult readers.

Future sells 3.2 million magazines each month across four portfolios: Games, Technology, Music & Movies and Active

Largest privately-owned magazine publisher in Europe with more than 80 titles and about 25% of the consumer market

Which media institution might distribute suit my media product?

I have identified some key Media Institutions that might distribute

my Music Magazine :-

IPC Media publishes only NME and UncutBauer publishes Q and Kerrang!Future publishes Classic Rock,

Metal Hammer and Guitarist

Which is the best distributor for me?

I have chosen IPC Media to distribute my media product because:

1. My music magazine is a niche product being targeted at a female audience, but I want to reach a mass market. I feel that my best chance is with with a large distributor that already has established music media brands and a large consumer base, rather than a smaller company.

2. IPC Media already publishes NME very successfully. NME has an audience profile that is 73% male. I feel that my music magazine could fill a gap in IPC’s portfolio by providing a product for the female demographic who do not identify with NME.

3. It will help IPC reach new markets as it’s Media Pack shows that the current target market for NME is men between 17-30 years.

I have chosen IPC Media to distribute my media product because:

4. IPC Media also already publishes Uncut. Uncut says that its reader profile that is 86% male with an average of 37. It is an Indie music magazine concentrating on Modern Indie, Rock, Classic Indie and Americana but is not designed to appeal to a young female audience. I feel that my music magazine could fill a gap in IPC’s portfolio by providing a product for the young female demographic who do not identify with Uncut.

I feel that my magazine could fit comfortably within the IPC portfolio without their threatening existing music brands and would help to expand their market/consumer base by attracting a female audience.

My magazine reader

How my magazine, as a product, could be

extended into other media areas

My own research has shown that my target market like to listen to music, attend gigs and festivals.

Media Packs from existing music magazines such as

NMENME show that in addition to publishing magazines, they also have an online presence, sponsor music awards and have a radio station.

I would like to expand Airwaves into other areas in a similar way to NME:

Internet radio station

Plays Indie music. Invite unsigned female artists to send in audition tapes for a monthly feature – Airwaves - New Female Artist of the Month

Sponsor a Gig

Organise a gig to showcase the 12 Airwaves - New Female Artists of the Month

Merchandising

Produce a range of desirable Airwaves fashion items such as T shirts, hats/caps, bags in feminine colours to promote the brand.

Website

Bringing together all Airwave products under one umbrella with additional Twitter and Facebook feeds.

My own research has shown that my target market like to listen to music, attend gigs and festivals.