When constructing a media magazine, distribution is a key factor that needs to be taken into mind. Finding a distributor that will advertise and work with your magazine successfully is a key component for sales to develop. You’ll have to take into mind competition within this distributor as well as maintaining costs that will bring back a profit.
Maintaining a healthy amount of magazines sold is perhaps the key aim when releasing a magazine, this is known as circulation. With regard to vCity, maintaining positive circulation figures across each month will only bring benefits, allowing the company to bring further income through advertisement, as well increase the price of the magazine due to the reader already being enticed in.
During the research stage for my magazine, I looked into ‘Tatler’ Magazine by the company ‘conde nast publications’. I researched their income figures and managed to design a rate card for the magazine. I found that their circulation figure is £110, 638 with a cover price of £3.99 per issue. There target class falls in the ABC1 category, with 88% of their buyers falling in this range. From here their readership total was calculated as £198, 000 per issue.
With regards to this, advertisement was also a key part to a potential profit being made. It was said that for each single page in ‘Tatler’ it costs £14, 013, with each issue having 111 advertisement pages available. This forms a profit of £1, 555,443 allowing money to be put back into the magazine for further developments.
From here, it was up to me to choose a distributor that could benefit my type of magazine the most. Highlighting key components like vertical integration and conglomeration would only benefit the magazine more, and is something that was greatly received when found. Examples of distributors included;
· IPC
Out of these 4, I had to look into each and see whether or not vCity would fit into the distributor portfolio. I had to take into account other music magazines within these distributors, as well as see if there is a potential gap for my magazine to exploit.
With these in mind, I decided to choose IPC as its key factors for success were based round my ideal reader. This was due to its male orientated persona, with a number of their magazines being involved in sport and aimed at the ages of 18 – 25. Examples are Golf Monthly and Nuts.
Golf Monthly example.
Once my distributor was chosen, like I did with Tatler, I had to create a rate card that took note of all circulation figures as well as eventual monthly profit.
My magazine was to be sold at £1.60 an issue, making the circulation figure as £61, 657. You can then calculate the monthly profit, equalling £98, 651.2.
Advertisement per page equals £6769 with 67 advertisement pages being available. This brought in £453 523 through advertisements per monthly issue, helping me put money back into magazine development.
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