For my magazine I would chose IPC to distribute my music magazine for a number of reasons in order to progress my magazine and enhance success to its full potential.
IPC Media is one of the main four distributors in the UK which form the oligopoly. IPC also produces over 60 iconic media brands, with print alone reaching almost two thirds of UK women and 42% of UK men – almost 26 million UK adults. With IPC already having great success with distributing its magazine to a large proportion of the UK population this will allow my magazine to be spread across the nation, gaining fans and attracting my target audience. The fact that IPC produces a large number of magazines and is still able to reach a high number of people proves that it is able to balance and distribute all of its media brands, meaning that an up and coming magazine such as mine will still have a fair chance in reaching its full potential. This is further illustrated on their website ‘IPC's diverse print and digital portfolio offers something for everyone, with a focus on three core audiences: men, mass market women and upmarket women.’ Therefore their diversity will be able to apply and benefit a less popular and less published music magazine with the genre of urban music such as mine.
A further reason as to why IPC is the ideal distributing institution for my magazine is that although it offers a diverse range of magazines, it doesn’t already distribute a magazine similar to mine, which serves the In’s and out’s of the youth culture, particularly in urban music and fashion. IPC doesn’t produce many music magazines but has a wealth of leisure brands including Country Life, Horse & Hound, Rugby World and Decanter and as well as lifestyle brands including Nuts, Mousebreaker and NME. NME is a hugely successful music magazine which highlights how well IPC can distribute a music magazine. However NME is a music magazine that focusses on a completely different genre of music to mine, which allows there to be less chance of a competition between NME and my magazine since it is aimed and a different target audience.
I feel that IPC would like to distribute my magazine for numerous reasons. The main reason is that they don’t already distribute for a magazine such as mine so this will therefore increase their diversity as an institution. IPC do publish many lifestyle and fashion but they are mainly aimed at the female audience with magazines like ‘Look’, ‘Now’, ‘Chat’ and ‘Woman’. So with my music magazine also covering fashion, it will increase their fashion genres to a wider and more youthful audience for both genders. IPC already serve for a enormous audience with
print alone reaching almost two thirds of UK women and 42% of UK men – almost 26 million UK adults. So with a magazine like mine IPC will be able to reach to a larger audience of adults and an audience of teenagers, which is an audience that they don’t already account for which will increase their success and popularity enormously.
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