Distribution

The difference between major and independent distribution strategies is mainly the scale they do it on, major distribution strategies distribute in as many shops as they can. Frontline are the biggest distributors in the UK and use big mainstream companies such as BBC, WHS, and Tescos. They partner with Baur who publish magazines such as Heat, Bella and Take a Break who are very popular magazines. They publish magazines that target a vast audience, not a specific niche, therefore distribute in vast places. As for an Independent Distributor such as VICE and it is completely different. They distribute there magazines in smaller areas but they do appear in 1,000 retail distributors across the UK which suggests PSEUDO individuality because they want to appear individual but need the money. You can access their magazines in shops such as “urban outfitters” which isn’t a very well known shop, because they know their audience is more likely to go out and find their magazines rather than just run into the closest shop and grab it. Magazines such as Bella and Take a Break which are published by Baur, appeal to an older target audience of perhaps 30+ so this affects distribution strategies because they need to put them in places where this age range is likely to travel to. Whereas Independent appeal to more of a younger audience who are more likely to stretch far and wide to reach one specific place to gain what they want. Major Distribution strategies saturate the market by getting everywhere and appear on more of a Global scale but independent still need the money, however earn it in smaller ways because the distribution of the magazine is more important- they know where their audience will go.

After research i have decided to distribute my magazine using a smaller, independant stratedgy because i think my audience would seek it. I will target my magazine at both male and female readers, and because my particular genre is individual and independant, it does not need to be distributed using a multi platform strategies or throughout major mainstream companies like "Frontline". I will follow after "Vice" and only appear in smaller shops that arent as well known. My target audience is likely to travel places and be adventerous which could lead to the discovery of my magazine.