Research and Planning: Distribution

Large publishing companies such as Bauer use distributors such as Frontline to spread their magazines throughout the country. This is different to independent publishing groups such as Vice who use small retailers to sell their magazines. On the other hand, by using Frontline, Bauer can distribute to large retailers around the country, such as supermarkets, to corner shops.
Vice publish a magazine aimed at individualists, whereas Bauer publishes mainstream magazines such as Heat and “Take a Break”, aswell as more specific magazines such as Kerrang and Q. These target specific audiences whereas Viceland is aimed at a larger audience of general people interested in alternative brands. As Bauer aim at a large mainstream audience, they need to blanket the market to gain the most sales, whereas companies such as Vice know there audiences will seek out their magazine. Magazines such as Heat are available in all supermarkets, newsagents, aswell as more local stores. Viceland on the other hand are only available through certain retailers also associated with alternative culture.
The audience profile of Viceland is of a unique individual metropolitan aged 18-34. These people reject current convention by accepting alternative fashion, brands and music. However, while Kerrang is aimed at older teens who see themselves as unique and have a love of metal music, Kerrang is still mainstream.

My audience is within the 15-23 age category, and very similar to that of Kerrang. My audience will be those who enjoy less mainstream rock and metal but still within the accepted mainstream. I will be using a major distributor and publisher to gain the most of my chosen market. This is because the target audience is small, so to maximise profits, the magazine will have to be distributed widely. The magazine will have an accompanying website to begin with, before widening out later.