Institutions

With careful consideration, research and reflection on my previous work regarding different media institutions, I believe that my magazine would benefit if the company Bauer produced and distributed it, rather than choosing to work with a medium sized company or privately. There are many advantages and disadvantages of using a major publisher, however I think that the pros would outweigh the cons in this case. 

Bauer is considered to be the UK's most influential media network and says "our aim is to connect audiences with excellent content through our broad multi-touchpoint brand platforms. Wherever, whenever and however they want"  (https://www.bauermedia.co.uk/about/culture-values). Bauer already publishes some of the UK's leading magazines; this includes Grazia, Kerrang and Heat. In total, they publish 107 different brands on different platforms such as radio, digital, TV, magazines and live.

 My own magazine is targeted towards both male and females within the age range of 16-25 who are interested in music - Bauer already work with this target audience, therefore the company would know what successful angles and approaches to take with the publishing of my magazine. 

Not just this, but another advantage of choosing Bauer to publish my product would be that they would meet the need of synergy; this company is able to produce a stream of resources from the underlying companies in order to produce a better product at a reduced cost. As well as this, using a large publishing company would benefit financially as they have more purchasing power and a wider distribution, meaning a bigger audience and a bigger profit. 

My magazine would make money not just by distribution from Bauer as a tangible magazine, but also through the price advertisers would pay for ads within each issue.  As well as being sold to the target audience in UK distributor stores, Bauer would offer the opportunity of providing my product to my target audience digitally and also through subscription. Due to their multi-media platforms, my magazine would also have the potential of expanding to different platforms if it was to be published by this leading company. Their cross-platform offer would be a huge advantage to the success of my magazine and is something that would be more difficult to achieve if I was to use a private publisher. 

There are, of course, some disadvantages of having a major media company publish my magazine. The media is very persuasive and much of this power lies in the hands of these large cross media ownership's. Also, my brand would have a considerably less amount of privacy due to massive databases of personal information. Not just this, but my product would lose its individual status due to the media text becoming part of a brand. I also would not receive all of the money made from my magazine because Bauer would take shares of any profit produced, whereas if I was to work privately then all earnings would be received by me entirely.

All in all, due to the range of target audience that my product is aimed towards, I think that my brand would benefit financially and become more successful through the publishing of Bauer. This is because Bauer is the leading UK publishing company, and even though they would own shares of my product, I believe that more money would be made through them and their multi-platform options even with the money they take from any earnings. I do not believe that my magazine would be as successful if I was to work privately because the scale of distribution would be considerably smaller, therefore less money would be made and a lesser quantity target audience would be reached. And, the growth of my business would rely on my ability to find private backers willing to invest in my company - something I needn't do when choosing Bauer to publish the magazine I have produced.