Methods of Distribution

How will my magazine reach my ideal consumer?

Distribution would be efficient if the magazine has its own web page. This would be a fast and effective way to target the market. The ideal consumer is young and up to date with technology and therefore targeting them in this way is actually probably more interesting for them and also of more convenience. A web page should offer the option of subscribing to the magazine; this means that there is a consistence for the customer. Some magazines allow their content to be free online, this is a good way to generate a lot of interest but it means that consequently there are going to be less paper-based magazines sold and therefore less revenue. This is why there is usually a cost attached before the web will let you see the magazine content. If the cost is cheaper online than in stores then it is likely that the web is far more popular. This won’t happen if there are incentives with buying the paper-based magazine. Attaching a CD or free gift will work wonders; the add-on will be cheap to purchase because they are buying in bulk. This means that the price can be bumped up and larger revenue will be gained.

Link baiting is a way of selling a website through the use of hyperlinks. Knowledge of vocabulary that is frequently typed into search engines can lead to very effective promotion of a magazine’s website. An example, making a link between a new and upcoming boy band and 1D is going to be a hit. When 1D is searched for the new band name or content about them is going to appear and will almost definitely generate interest very quickly.

Supermarkets and other retailers are good distributors due to the amount of activity they have on a day-to-day basis. These distributors are also easy to persuade, as they don’t make a loss, any unsold magazines get sent back, this is wasteful and environmental issues will arise as a consequence. 

Social networking sites such as Facebook aren’t as direct as other methods of distribution however offering teasers of the upcoming magazine’s content will intrigue the audience. It is often the case that there is a link to the magazine’s website offering a subscription.

Since my magazine is going to be relatively mainstream, and aimed at Y&R’s mainstreamers, large distributers such as Bauer and IBC would be great for reaching the ideal consumers on a large scale. Bauer Media Empire offers over 300 magazines in 15 countries, as well as online, TV and radio stations. They offer a variety and reach the intended market efficiently. I know that by using this method there will be a positive outcome; Kerrang! is similar to the type of magazine I aim to produce, published by Bauer it once become the best selling British music newspaper and now having circulation figures of around 40,000 per .

The way a magazine is distributed is partially dependent on the content. If the images or language is inappropriate then it is very unlikely for the magazine to be mainstream because places like supermarkets wont agree to put that type of magazine on their shelves. More timid and mainstream magazines such as WeLovePop and Shout etc. are more likely to be seen on supermarket shelves. Niche publications that have a limited or specialized audience will most probably be found in small corner shops. Also many people will subscribe over the Internet, as their magazine is not always easily accessible.

The type of people that are likely to be interested in niche publications are those who conform to some of Maslow’s hierarchy of needs. ‘The explorer’ is a type that is likely to seek something different therefore these are the type of people that will respond to something new or bizarre. Not everyone will have this attitude and the content may provoke sensitive issues to do with gender, ethnicity, race etc. Niche publications are rarely ‘clean’ which is why large distributers do not agree to put this content on their shelves.