As my music magazine is of an Indie/rock genre my main rivals in the market would be Q, NME and Kerrang magazines.
When thinking of what media institution might publish my magazine, I had a look at the advantages and disadvantages of going with a media institution that already publishes a music magazine of the same genre as mine.
If I did choose an institution with music magazines already published in my genre, the advantages of it would be that the institution would already know how to market my magazine and advertise it as much as possible to get my target audience to buy it.
However, the disadvantages of choosing the same institution is that it could dilute the audience share and the audiences for the magazines wouldn't know which one to buy and therefore selling them would be difficult, bringing shares down.
If I went for a media institution that doesnt already publish a indie/rock magazine the advantages would be the audience share wouldn't be diluted for that company as it would be a unique genre for that company and therefore an investment .
However, the troubles would be advertising and getting the magazine out there. The institution may not have specialist knowledge in the indie/rock genre and what advertising and approaches to use to get as many people buying the magazine as possible. On the positive side however, the company are going to have sufficient knowledge in advertising from their other magazines and just have to adapt these to the indie/rock genre.
Looking at the advantages and disadvantages of both, I think it would be a better decision to choose a company that dont already have a music magazine of my genre as I feel that it would work successfully.
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