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

White-label music magazine would have great appeal to the publishing company IPC Media owned by Time Inc. They are well known for the very successful music magazines NME and Uncut. Although they already produce these two successful products, White Label is targeted at a niche in the market as it promotes new artists and genres with appeal to under 25s and would attract a new readership. I am specifically aiming my publication at a younger more diverse multicultural group, with an appeal to both genders but with an emphasis on the female reader. The magazine will reflect young British music lovers interests and passions promoting music that has evolved from their generation. This would tend to appeal more to a British publishing company although with British music achieving greater popularity each year I would anticipate my magazine would generate global appeal.

Time Inc. is an extremely successful company, selling over 350 million copies each year with more than sixty media brands and printed products. In addition they have many online platforms including apps & websites for tablets, mobiles and laptops. This relationship with new technology would have great appeal to my my young audience. Five-hundred new magazines are launched every year and only three out of ten last more than four years. IPC own over sixty media brands which demonstrates how successful they are. The combination of my target audience with their success grounded in new technologies and media would ensure publishing success.

My magazine is new and exciting as it is promoting British music both current established and up and coming. It is a fresh and innovative product attractive to its young audience, perfect for IPC Media who would benefit from expansion of their readership into new markets. The USP (unique selling point) of my magazine is that it introduces new genres and musical styles from upcoming British artists into the world of music. This fits in to the wider IPC ethos.

The magazines they currently own, NME and Uncut, are both aimed more at men and involve rock music. However my magazine is aimed at all young people of a younger age, involving indie-mixed music which is becoming increasingly more popular to today’s youth. I believe that the music magazine industry has a big gap in the market for a product like mine which is aimed specifically at young people and offers a wide variety of new artists, genres and British talent.

IPC Media, as White-Label publishers, would gain a product with huge potential because it would engage with a wide and diverse range of readers. White-Label would promise to find the latest and best emerging talent whilst retaining interest in already successful popular British artists. It would attract a range of advertisers who would generate new customers.Young people are more likely to buy the latest clothing or products in order to create then follow current trends. Advertisers would be willing to subscribe to each issue to allow for a growing market place. Furthermore products would also be advertised online and on other media platforms increasing potential custom. White-label would have some similarities to other IPC Media products as part of a music magazine spectrum potentially acting as a gateway magazine for young people who would go on to read NME or Uncut. Advertisers would be keen to engage with the magazine to establish their place at the cutting edge, associating with being cool and trend setting. This engagement with young people may lead to brand loyalty as they continue to associate their lifestyle with promoted products 

IPC's distributor is Market Force, a major company that distributes magazines and also delivers information to its clientele of buying habits and disposable income in various locations. IPC Media would use this information to discover the most effective retail outlets to promote and sell White-Label to increase readership. By mapping the amount of money spent on music related products such as gigs and festivals, leisure activities, restaurants, travel, and other related products IPC Media can judge appropriate magazine outlets. A majority of the target audience of White-Label would include students. Students spend more judiciously enabling targeted marketing and advertising. Likely retailers would include University shops, newsagents in educational settings, campuses and areas of high student occupation where students would be accustomed to seeing it on the self, facilitating planned and impulse purchasing. Due to students relying on public transport WHSmiths and other retailers such as post office would be excellent retailers as chain stores often found in or around train and bus stations. I would also be keen to align White- label to popular clothes outlets such as Topshop and Topman and other young British fashion stores continuing the alignment with emerging music and fashion. Using this information IPC Media can selectively chose where to distribute the magazine for best potential of sales.

Another exciting prospect of White-Label would be an online version. Young people use electronic devices including smart phones and tablets allowing them to browse magazine articles on the go. This has many potential benefits for the publishers because not only will help to cut down production costs but it could greatly raise the income from advertisers. Technology is the future with more and more users of social media sites. Clever use of media would allow links to sound and vision allowing  a multidimensional sensory appeal. White-Labels’ future is indeed promising.

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