EVALUATION - QUESTION THREE - WHAT KIND OF MEDIA INSTITUTION MIGHT DISTRIBUTE YOUR MEDIA PRODUCT AND WHY?

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When deciding which media institution I would like to distribute my media product, I wanted to take into consideration who was producing my competitor magazines and therefore I chose to research into their publishing house to discover whether I would like them to distribute my magazine.

Firstly, I looked into XXL magazine’s publishing house. I chose to look into this magazine as it is the same genre as my own magazine (hip-hop/rap). XXL is currently being published by Townsquare Media since 2014 when they acquired the magazine from Harris Publications and was founded in 1997. Harris Publications is an American consumer magazine publisher in New York City founded by Stanley R. Harris. Townsquare Media is an American Media Company based in Greenwich, Connecticut. The company began in the form of radio and is the third largest AM/FM operator in the country with owning over 310 radio stations in 66 markets. It later expanded into digital publishing and marketing meaning it was then accessible to everyone with a technological device. The company became public in 2014.

However, after looking into Townsquare Media and seeing that they already helped publish a hip-hop/rap music magazine, I realised that there was no room in the market for my hip-hop/rap music magazine therefore I then chose to look into a publishing house which didn’t produce just this genre of music but instead a wide variety allowing room in the market for my magazine.

I then chose to look into Kerrang! which is a rock dedicated magazine. It is a UK-based magazine published by Bauer Media Group. It is a European-based media company headquartered in Hamburg that manages over 600 magazines, over 400 digital products, and 50 radio stations and TV stations around the world. Due to being available on digital products, it means that it is easily accessible to all members of the public meaning that their demographic is not limited, only through the fact that rock is less popular than hip-hop/rap music meaning that there is room in the market for my music magazine. Because it is a European-based media company, my magazine would be widely spread across Europe enhancing its profits. Bauer Media Group also produces magazines for the USA meaning that Bauer Media Group is able to publish my magazine worldwide increasing the profits made by my publishing house. From all the magazines the publishing house produce, they make revenue of 2.4 billion euros (a statistic from 2013). This therefore means that the company are able to easily publish my music magazine, Parental Guidance.

From looking into Bauer Media Group, I have concluded that it would be the perfect publishing house to produce my music magazine Parental Guidance. The option of being able to access magazines they produce on digital devices means that my magazine would be easily accessible to anyone and everywhere as the demand of technological devices is on the increase and helps to produce the most revenue. Bauer Media Group have also been running since 1975 meaning that since publishing music magazines, they have a wide audience interested in what the publishing house produce, therefore by choosing Bauer Media Group to publish my music magazine my revenue would increase rapidly.