The Major distribution strategy is full of different elements which coincide with each other and complicate the system. Below is the supply chain for Frontline (part of the Bauer Media Group conglomerate) there are 15 spaces which labels the different aspects of Bauer's supply chain.
Majors like Bauer Media, distribute their magazines to a wide variety of outlets such as Tesco and WHSmith, this broad level of distribution doesn’t target their audiences specifically, for instance the audience for Kerrang! Aren’t likely to go shopping in TESCO to buy the magazine. This is where Independents benefit over Majors, because they target their consumers specifically at shops they would go to.
Majors like Bauer Media, distribute their magazines to a wide variety of outlets such as Tesco and WHSmith, this broad level of distribution doesn’t target their audiences specifically, for instance the audience for Kerrang! Aren’t likely to go shopping in TESCO to buy the magazine. This is where Independents benefit over Majors, because they target their consumers specifically at shops they would go to.
Vice for example, distributes their magazine in bars and cafés where they believe their target audience shops. If Bauer Media distributed their magazines in this way, Kerrang would be sold in music shops or shops like Four leaf Clothing, this distribution method ensures Vice a 100% pick up rate (especially because the magazine is free)
For my magazine the audience would be similar to that of Kerrang magazine (free-minded radical teenagers)
No comments:
Post a Comment