Research and Planning; Distribution

There is a big difference between Major and Independent distributors of magazines in the UK. It is a recurring pattern that is also evident within major and independent music labels; major labels look to generalise things so to attract the widest audience possible, whereas independent look toward a more niche audience and tailor their magazine to their audiences needs. For example, Frontline are a major distributor and they distribute KERRANG! This is a magazine which is directed at a range of people who are interested in certain bands, for example, Slipknot, and this may seem all well, but in reality SO many people listen to Slipknot that the magazine cannot be seen to direct itself at a certain audience, as all of it’s bands and features’ readers would have many different characteristics. KERRANG! Is distributed on a multiplatform level, this means that Kerrang magazine use many different types of media to distribute themselves, for example, there is radio, internet, and television channel and, of course, the magazine. Kerrang’s reader is someone who is constantly giving the finger to passers by, and always thinking about the next gig they’ll be at, and how they’ll get the money to buy enough E. Vice distribute their magazine in a very different way to conventional ones. Firstly, it is free, this would be a major pull for me as a student as money as ALWAYS low. Secondly, the magazine is only provided within places where they know their target audience go, for example, the readers are very cool and probably buy most of their clothes or furniture from Urban Outfitters, so they provide it in there. This has been done very cleverly by the distributors as it has given them a 100% pick up rate, no magazine is ever left untouched or taken home. No doubt that this 100% pick-up rate stems almost directly from the very well thought-out distribution plan. Vice can be accessed via picking it up (see where here http://www.viceland.com/issues_uk/about.php), or going on it’s website. Vice are quite big headed and seem to be very selective about who they direct their magazine at; they have to be ‘cool’. I would describe Vice’s audience as people who would rather spend the night out for a drink at a glossy bar in Leicester Square with friends, than stay at home with the family watching Eastenders. The audience all wear trendy clothes and drink only the finest wine or foreign beers. They have the new iphone3g and talk about all of the cool apps they’ve downloaded. They pick up the magazine in Urban Outfitters whilst purchasing the newest jeans in stock, or they’ll flick through at the bar and find something interesting to discuss with their friends. The brand identity of the magazine is really the same, they want to put out the persona of über cool, high fashion, and caring a little too much about ones appearance, but this is all viewed as correct. Their ideal readers would include the likes of model Daisy Lowe, Lily Allen or singer Frankmusik. I will distribute my magazine via a major distributor, this is because I think that my magazine will attract a wide audience and a major distributor, such as Frontline, would help me get my magazine to the widest audience possible. I will have a multi platform strategy, I will have a website which has information about the latest issue and features of its own, such as online competitions, quizzes and some exclusive interviews. I’ll be looking to distribute my magazine in most large stores such as Tescos and Sainsbury’s, but also all corner shops and maybe even some clothes shops where my audience may shop, such as New Look.