Research and Planning: Distribution

There is a definate difference between major and independant distribution strategies of magazines in the UK. For example Frontline, who are one of the UK's largest distributing companies and work with the three major UK publishers, work on a very large scale, selling millions of copies per week. Their main aim is to maximise sales, and they acheive this by producing mainstream magazines, such as Take a Break and Heat which will appeal to a wide audience. They also publish Kerrang, and they make use of convergence in the media industry as it is available in other formats such as through radio, television and online. Their magazines are then distributed to large companies such as the leading supermarkets Tesco and Asda, and other big companies like WHSmiths to make it easily accessible to potential buyers and therefore maximises profits.

Contradictorally Vice, and independant UK magazine who have a very different distribution strategy. Their magazine is free, and this is because it is only distributed to places where their target audience will go and this consists of bars, cafes, record stores and galleries and is therefore not in stocked in mainstream stores such as supermarkets. This quirky way will appeal to their target audience as they will feel that they are connecting with them on a personal level.

After researching into the distribution strategies of major and independant magazines I have decided that I would distribute my magazine through independant distribution and I intend to stock it in mainly bars and cafes. This is because it will make it more personal for my audience, who are into quirky and independant music, and I think they will appreciate it.
I will have a multi platform strategy where the audience can listen to and watch independant music and films made by my company.