INSTITUTIONS

MEDIA INSTITUTIONS

In the past there have been media types like ‘the

press’ now media ownership has been

concentrated to an oligopoly. (5 main companies

who dominate, Disney, Sony, Nike etc)

Now the word institutions refers to media

companies who are massive- media conglomerate.

Today media companies are either independent or

conglomerates. The difference between them is that

an independent company only does the production

and has to find another company to do the

distribution and exhibition.

VERTICALLY INTEGRATED

A vertically integrated company has control are

each stage.

Production, distribution and exhibition.

HORIZONTALLY INTEGRATED

Horizontally integrated is when the company

productions the film and then create extras like the

DVD and games etc.

(cross media marketing)

INSTITUTIONS

For my magazine I have decided to use a vertically

integrated company called IPC media.

IPC media is a large company that already

produces 85 iconic magazines, including music

magazine NME.

IPC Knowing that they already publish NME shows me that they

are already good on the music scene event though my

magazine Tones is not in the same genre as NME I still free

that they would be able to help me.

Also as IPC is a mainstream company and even though the

has it independent values and indie music is now growing and

becoming more mainstream which means that they will be

able to help my magazine grow.

They will be able to help it grown by advertising it at festival

like NME having its own stage, and maybe advertising it on

the TV.

MARKETING STRATEGY

For my magazine I would have several different marketing strategies like, sponsoring a stage at a festival, this would be good publicity because lots of people would be able to hear about the magazine and on the stage indie bands/artists that have been featured in the magazine can perform on the stage attracting now people to read the magazine, and attracting people to indie music and letting them know its become more mainstream.

Another idea I had was to set up a music channel or sponsor a music channel so a range of people could be a wear of the new magazine. Also they will be able to tell what genre the magazine is from watching the music channel as like the festival stage it will be playing top indie music, and new up and coming stars. Having a music channel shows that the indie music is growing and becoming more mainstream.

My last idea was to have little gigs in town and cities up and down the country of new bands and artists to perform and make it like a compotation so it would help new artists get off the ground but also the winners would be able to win a record deal. I think this is a good strategy as its getting the magazine out there and helping new bands and artists.