Evaluation: Institutions

When beginning publications of a new magazine, it is not unheard of for brands to want to get their product released by large publishing companies, such as Time Inc and Bauer Media, in order to have a more stable set-up, as opposed to self-publication, like Clash Magazine has done. However, despite the potential bumpy start from self-publications, there are many advantages in the long run, especially when it comes to directly reaching your target audience.

After all the research we have done all year into the pros and cons of each type of publication, I decided to choose Bauer Media Group as my publishing brand.

Bauer is known for publishing the music magazines Kerrang!, Q Magazine, and MOJO, all of which are very successful, and probably some of the most notable music magazines within the industry. Despite the brand already having these magazines, which may seem like they wouldn't have need for another one, I believe that my magazine will bring a new audience, due to it having such a specific target audience, whereas, for example, Q has quite a wide audience, and audiences may be looking for something similar to Kerrang!, but for more 'indie' genres. 

Though I was considering my magazine being self-publishing, due to the narrowed down audience, being part of a bigger brand would help to get my magazine noticed far easier, and would help me to get on the shelves at big retailers, such as WHSmiths, Asda, Tesco, and so on, as a large majority of Bauer's pre-existing magazines are also featured on shelves within these companies, and with Bauer already producing music magazines with wider audiences, if they go to get one of those magazines and see my magazine with a much more specific audience and focus, which may be something they are interested in, it would help to gain audience attraction, while still having magazines for those who are interested in wider music coverage or audiences who don't have a magazine specifically focused on the genres they enjoy.

Something that would also help to gain audience attraction to my magazine through publishing with Bauer is the company's use of synergy. Q Magazine and Kerrang! both have examples, with Kerrang! Radio, Kerrang! TV, Kerrang! Awards, Q Awards, etc. Due to the pre-existing cross-platform synergy, it would be a good company to start up with, and once having gained enough audience interaction, potentially my magazine could do one of these options, such as create my own 'BackTalk' radio station, or have my own TV slot where I can broadcast the music my audience is interested in directly. Along with this, being able to publish my magazine both online and in print form would make it far more accessible for everyone within my target audience. Younger members of the audience most likely would prefer to subscribe online and read online for ease of access and the freedom of not having to find storage space, but older members may still prefer print-based products and the collectibility of them, as I would like my print-based publications to be of a high quality to appeal to those who may want to create collections of it.

Overall, Bauer seems like the best publication platform for my magazine, as despite them already having magazines aimed at the music scene, there isn't a magazine specifically for my target audience, and with the other publications being such a popular choice for those interested in reading about music, it would be easy to attract audiences quickly.