Publishing House
My magazine would fit into IPC, this is because they own one of the biggest rock magazines and unlike EMAP (who own most of the other big selling rock magazines i.e. Q and Kerrang) they do not own other big selling rock magazines.IPC own NME which is one of the big selling music magazines, however by working alongside NME it will mean that both magazines will create a stronger link in terms of completion towards other magazines. IPC can offer my magazine their expertise and marketing skills in order for the whole production unit (IPC) will be profiting and not just my magazine.
New Media Technologies
In order to meet the needs of the modern society I would need to use multiple platforms. In order to do this I have decided to have a website for my magazine, give free downloads and have a mobile phone copy of the website because internet on the phone is different to internet on the computer. This is in order to promote the magazine and it will provide multiple platforms in order to provide different methods of access to the magazine and so allowing a wider audience. I will also use viral advertising and this is because it is free and it will place my magazine in the conscious of audiences. The reason why I want to use multiple platforms is because audiences have become fragmented, audiences have been shrinking for the old media (i.e. radio) and this is because people are turning to new media and so I want to use 360⁰ commissioning. The use of multimedia platforms is important for the magazine to be successful, by using multiplatform media create a symbiotic relationship which means that all audiences can access the magazine easily and so stopping access boundaries.
Editorial mission statement
To produce a magazine which will help the demographic to keep up to date with concerts gigs and provide information and facts on old and new artists. The magazine’s sole purpose is to provide information and facts not to draw people in to like classic rock but it’s for those who already are interested in classic rock.
Research conducted
I carried out quantitative research in order to find out what colours and layouts would be most suitable for a rock magazine. The survey took the form of an online questionnaire, in which I asked about their interests and views on music. The results I found showed that the majority of the respondents thought that the colours green and black were most suitable for my genre and my demographic. I also found that the demographic preferred not to have additional incentives such as free posters due to the reason that it would be inappropriate for my specific demographic and instead give free downloads or have competitions. I also found that my target demographic preferred having serious information meaning that the magazine should be as factual as possible and as informational as possible otherwise it would be very hard for the magazine to be successful for that specific demographic. This research influenced my decisions towards the magazine because it would have been difficult to produce a classic rock music magazine if I was unable to follow the choices of my demographic.
Reader profile
The reader must be interested in classic rock music; they must like listening to classic rock and be up to date with the latest reviews, concerts and gigs. They must have an idea of classic rock before reading about artists and music in the magazine and so have their own knowledge. The reader should be from the ages of 25 to 40 years old, they may be from working class or most likely middle class, this is because they would need to be willing to pay for my magazine and the age range means that they would have their own views about music and judge music by its quality not the artist. The other media that they may consume are listening to the radio and buying music CDs and downloading music. The people they may look up to are traditional old classic rock artists who are the icons (icons are signs which directly resemble what they represent) for my magazine (i.e. the rolling stones).
Marketing the Magazine
I am going to launch my magazine as a promotional product to be given free with albums of the same music genre which are aimed at the same demographic as my magazine. This is because even though it will be a loss financially, the second issue will be sold at a price of £2.99 and this will mean that the loss made on the launch will help to draw audiences to buy the next issue of the magazine.
The Point of sale - In order to sell the magazine it would need to be placed at eye level this means that when people go into a store/shop the first thing which catches their eye is the magazine. It would need to be placed on the left because people read from left to right and so it would be seen easier. It is also that magazines on the eye level shelf are the biggest selling and especially the first from the left. In order to get the right placement for my magazine I am going to offer a discount to the stores which place the magazine in the placement I want. However this discount would have to be temporary, or else it is financially unviable. I am also including online marketing campaigns such as creating viral adverts in order to put my magazine into the conscious of the audiences. This method is easier and cheaper compared to traditional methods of advertising which will mean that it leaves more of a chance of my magazine being successful.
Additional incentives -In order to draw a wider audience I am going to give free downloads and this means that because this information is going to be on the magazine it’s self and it will be a guide to the website and so making use of both the printed magazine and the website this is a symbiotic relationship between the printed production and the website. The magazine will also have competitions in order for the audience to get a chance to win tickets to tours, concerts and gigs.
I have carried out a presentation in which I have discussed the institutional considerations in more detail.
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