What kind of media institution might distribute your media product and why?

All magazines need to be distributed. Whether the creators of the magazine decide to publish the magazines themselves (self-publishing, often used with small businesses or groups of people who create their own magazine for fun). The other option would be to go with a well-known publishing institution. Some examples of well-known publishers would be “Bauer” and “ICP”.

Some advantages of using a well-known publisher would be this such as:

Exposure: Lots of readers/viewers would come from using a well-known publisher.

Tricks of the trade: Going through a large, well known publisher would also mean many other magazines have chosen this route before you. This would mean that they have learnt helpful tips and tricks which they could show you. The publishers will also know what the readers of your magazine would like (different stereotypes/sub-cultures would like different things, and read things differently). With self-publishing, it is purely trial and error.

Finding the funds: Small companies/self-publishers often find it quite hard to find the funding to keep their magazine running. This would result in not being able to expand their magazine, or get it out to a larger audience.

Music industry/interviewing: Large companies such as ICP and Bauer often have connections with large record labels or bands. This would make it easier for you to get into contact with anyone you want to interview, or for you to get any information you need. More connections will create a better magazine.

Some of the disadvantages of using a well-known publisher:

Ownership over the magazine: when using a large publisher, you may feel as if the ownership of the magazine has been taken away from you. This would be because some of the things you initially wanted to put in the magazine, are not allowed to be published largely. You may also feel as though you no longer own the magazine and cannot control it any longer.

I have chosen to use the company IPC to distribute my magazine. I have chosen this publisher over Bauer since Bauer already publish Kerrang (the same target audience, genre and style of magazine). This would make it less likely for them to think about publishing my magazine (which is still a lot smaller and less known than Kerrang is). I have chosen to use a well-known publisher for my magazine (even though I may feel a loss of control) because I will be able to expand the magazine to a larger audience and also create other products to work alongside my magazine easily. These would be things such as websites or blogs and radio stations. ICP also has a distribution deal with other companies such as W H Smiths (the UK’s largest magazine retailer).