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I would choose a mainstream company to distribute my magazine. Although its genre is 'hipster', I have come to this conclusion due to the age of my target audience and the popularity of the bands featured. An adolescent audience means that the magazine will have to be distributed widely to reach them, and the fame of the artists means that there's the possibility of the magazine being in high demand. As a result, a mainstream distributor would be better suited. 


In addition, 'Clash' magazine uses a mainstream distributor - COMAG - despite being renowned as a 'hipster' magazine.


On Clash's website, it says that Clash is: 'Available from: WH-SMITH, HMV, FOPP, ASDA, TESCO, BARNES & NOBLE, BORDERS & all good independent newsagents and music retailers'. Although my target audience are passionate about the music and may be willing to travel further to buy the magazine, they are, at the end of the day, adolescents and would most likely not have the transport or funds to travel great lengths to buy a magazine.It would make more sense to have the magazine available at big retailers so that it's easily available to my target audience. 

'Vice' magazine uses an independent distributor. However, Vice is meant for a maturer audience who can travel to get a copy of the magazine. It's image is also considerably more artistic and adult than my magazine. '78% of Vice's audience is 18-29' and are 'big-time consumers'. My adolescent audience obviously does not earn a great amount and may not necessarily know where to get a copy of a free, independently distributed magazine.


Both 'Clash' and 'Kerrang!' magazine have websites and email newsletters that you can sign up for. Here, they describe what's in the latest issue. However, they don't actually have an online, readable version of the magazine. This is in part a multi-platform distribution strategy, utilising the internet to promote the magazine, yet the magazine can't actually be read. In this way, readers can easily see what's in this week's issue, but they have to actually go out and buy a copy. This saves money because a digital copy of the magazine doesn't have to be made/uploaded. However, if the online version had to be purchased to be read, this could create more profit. 


As a result, I would use the multi-platform distribution strategy of creating a purchasable, online copy of the magazine. However, I would also build physical value into the magazine by adding things such as free compilation CDs with the magazine, posters, etc. Therefore, people could buy a physical or online copy depending on what they'd prefer - easy access or extras. For this, a mainstream company like COMAG would be needed to provide the funds and to reach a global market.

Question 2

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My magazine