EVALUATI

ON

Q U E S T I ON 3

- WH A T K I N

D O F M E D I A I N

S T I TU T I O

N M I GH T

D I ST R I B

U T E Y O U R M E D I A P R O D U C T A N D W

H Y ?

SPIN MEDIASpin Media is an American publisher which I think would be suitable to publish ‘Meltdown’. They have branches in the entertainment and music industries (owning 15 widely popular magazines and websites). Furthermore, they own a number of successful music websites and magazines (such as VIBE and Idolator). The fact that they own VIBE is especially important to me as it is so similar to my magazine. We both share a similar target audience (Teenagers to early adults) and are also centred around the same genre of music (RnB/Rap/Hip-Hop). VIBE is also similar to my magazine as we both don’t follow convention with house style and colours, VIBE also maintain a simplistic contents which is comparable to mine. However, where we differ is our choices in target audience, where VIBE tend to attract a slightly higher number of males in their demographic, my aim for ‘Meltdown’ is to make the gender targeting equal (if not, slightly towards females). This would give Spin Media a reason to give me and my magazine a chance, as it would expand their urban fan base. What’s even more important is that these genres are becoming more and more popular each year, so it would be beneficial to the publishing company to expand their horizons.

TOWNSQUARE MEDIAI also think that Townsquare Media would also be a great company to publish my magazine. They’re another American publishing company which not only own magazines, but also radio stations and hold live events regularly. They own 325 websites (Including the massively popular XXL, Rap Up and Pop Crush, with cover over many other genres) and 309 radio stations. Because they own XXL it is significant as it is similar to my magazine. However, like with VIBE in my previous publishing company, they much more focus on males in their target audience and as my magazine isn’t so much aimed towards one specific gender. For this reason, Townsquare Media would find investing in ‘Meltdown’ a worthy opportunity. What’s even better with this company, is that it owns several popular radio stations, if my magazine was going to be published with this publishing company, then these radio stations could increase the publicity of the magazine and make it more well known and attract a large audience. This can also be increased by advertising the new magazine at the multiple live events of which they hold. These live events can also help my magazine acquire exclusive interviews with the performers at these events, which would help bring up the magazine in terms of reputation.

FACTORS AFFECTING DISTRIBUTION AND POPULARITY

Vertical Integration is key in distribution for music magazines. Vertical Integration (in terms of music magazines) is when a company owns different magazines of the same genre of music. This is helpful in distribution and popularity as by having different magazines for the same genre, they can both help each other in areas of which they lack (e.g. one magazine focusing on specific gender or age group) so they can balance each other out and increase the income and popularity of the magazines and company itself.Horizontal Integration is also important, this is when a company owns different sub-companies of the same structure (e.g. TV and Radio). By having these sub-companies, they can all increase the audiences and popularity of the other sub-companies through advertising.Synergy is furthermore beneficial, this occurs when different companies combine their efforts in order to accomplish something they couldn’t do alone. For example, when a publishing company receives help from other sources to increase the popularity of one of their magazines.Taking into consideration all these factors, this proves that both Spin Media and Townsquare Media would be beneficial as the publishing company for ‘Meltdown’, as they both own magazines of the same genre which are popular. However, I would find Townsquare Media more beneficial as it owns other types of markets which would help my magazine blossom and gain reputation.