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Media evaluation 2
- 2. The type of company that distributes your magazine says a lot about the type of product it is, what values and messages it contains, and who the target audience is. Who you decide to specify as your distributor will have a lot to do with the audience you are hoping to attract. If they are a young, mainstream group you might look for companies that are huge (conglomerates such as Frontline) and can distribute your product across a range of platforms using new technology and to major retail outlets. If they a more alternative group, then you might want a more independent distributor who will distribute your magazine to more select, niche retail outlets.
- 3. Mainstream distributors: Seymour Distribution Marketforce Frontline Comag
- 4. Independent distributors: Central Books Viceland Stack
- 5. My magazine would typically be viewed as more of an alternative genre (rock) and so there is more of a niche market for that kind of magazine. More alternative genres for magazines are usually distributed by independent distributors.
- 6. I think that my magazine would be distributed by an institution such as Seymour. This might seem strange because they are classed as a mainstream distributor, they are owned by front line but are actually focused on independent publishers. Frontline is an owner of Seymour, the first choice for independent publishers and international exporter of Frontline and independent publishers’ titles.
- 7. Seymour would be the kind of company to distribute my magazine because they have a wide range of retailers that they supply magazines to- in the UK as well as overseas work-, and with connections to Frontline distributors they are able to supply magazines online as well. They distribute over different media platforms and break into the mainstream markets, which would give my magazine a better chance of selling well. Frontline trade with the biggest multiple retailers through to specialist newsagents and small independent shops, and that would benefit any magazines that are distributed by Seymour, this is an example of horizontal integration and synergy.
- 8. This sort of distribution will definitely reach my target audience, because there are many popular retailers that Seymour supply to through Frontline.... ....Such as WHSmith and large brand supermarkets such as Tesco and Sainbury’s.... ....There is also a large online platform which would appeal to my younger target audience.
- 9. Frontline is also connected to other distributors, companies Bauer, the BBC and Haymarket are also part of the conglomeration. Seymour benefits from all of this by being part of Frontline.