Research Task: Magazine Newsstand Task / Distribution of Magazines (Planning)

In class, as preparation for our own music magazines, we were instructed to find newsstands which
had music magazines. From doing so, we were instructed to analyse the distribution of magazines and how they are presented to the public in newsstand form but also in other various forms. For the research task, I went to WHSmiths and took a picture of the music magazines. In comparison to other stores, WHSmiths offered a large selection of music magazines. From looking at the presentation of the music magazines on the newsstands, the first thing we can point out is how the masthead of all the magazines is visible. By having all the mastheads visible allows the customers to be able to find their desired magazines but it also allows the customer to view the other magazines, allowing the magazine to promote itself and have increased sales and a larger audience.  Additionally, the skyline is visible with the majority of the magazines. The skyline gives an insight to the genre of the music magazine. For example, Mixmag's skyline is " The world's biggest  dance music & club culture magazine". From this, we can see that Mixmag is a magazine that is involved in club culture and dance, letting us know the genre of the magazine. As the skyline is visible and it tells us the genre of music the magazine is about,  so the customer can choose the magazine which is involved in their favourite genre of music. Despite having the skyline visible, the price of the magazine is not visible, as it is normally placed at the bottom of the front cover, next to the bar code. A possible reason for having the price at the bottom instead of at the top, where it is visible next to the masthead and skyline, is because the price can cause the customers not wanting to buy it, despite having content which appeals to them.

Similar to the skyline, the masthead also can give an insight to the genre of music the magazine is about. For example,the masthead Jazzwise, tells us that the magazine is about jazz music. Another magazine that shows this is Guitarist, showing us that the magazine is about music which involves guitars. All the mastheads of the magazines are big and bold, catching the reader's attention and making it appealing. The mastheads all consist of colours which contrast from the backgrounds, so they stand out more amongst the background. Moreover, the majority of the magazines present a cover star which has some relevance to the genre of music. By having a cover star on a certain magazine can attract the reader to wanting to buy the magazine, as the cover star can be someone they are interested in or it can someone whose music is entertaining.  Having a female artist as a cover star (such as in Jazzwise) can attract the male audience and having a male artist (such as in Mixmag)  can attract the female audience ,allowing the magazine to  have increased sales and a larger audience.  The cover lines on the magazines can draw the customers to buy the magazine, as the cover lines can show what is featured in the magazine and  may contain some content which can appeal to the customer, as they might be fascinated and intrigued by the cover lines. Similar to the mastheads, the cover lines contrast from the backgrounds, making them stand out and catching the customer's attention. There is also a variation with fonts and font sizes with the magazines. By having different fonts and font sizes allows the magazines to differentiate from one another, so they will stand out in different ways.

From looking at the organisation of the magazines, the magazines have been organised according to their genre. On the far right, we have acoustic and classical music. Towards the middle, the music starts to become more modern, introducing reggae, rock and jazz. On the far left, the music magazines focus on R'n'B, club and electronic. By having the magazines organised in this manner allows the customers to find the magazines which suit their taste in music, with ease. Furthermore, the magazines are layered over each other, like spread-out cards. By having the magazines presented like this, allows the customers to take out the magazines, without ruining the organisation of  the other magazines. If the magazines were stacked over each other, it would be difficult for the magazine for the customers to take the chosen magazine. Also, by having the magazines laid out on the newsstand, allows the magazines to be visible, so the customers can see the selection of magazines clearly. The magazines placed at the front of the newsstand are not the most popular. This shows us that the magazines are not organised according to popularity.

Distribution of Magazines:

There are many ways magazines distribute. One form that is the palm of our hands is applications on our phones. Many magazines currently distribute by using applications on their phone, including some or all the content in the hard copy of the magazine. These may be linked via  a smart QR code on the front cover of the magazines. Distribution with apps can be beneficial to the customers, as some magazine apps are for free, such as Arpeggio magazine, allowing them to access a majority of the content featured in the magazine, for free.  The distribution of  magazines with apps can also be beneficial for the publishers. As more people read the magazine app, the magazine app appeals to more people,as it is more accessible. This causes increased popularity, so the app can have a chance to be featured in the "Top Charts" in app stores. Furthermore, publishers have full control over the app, allowing them to change the price of the app and the number of open access pages and the app is always visible and can be found with ease.  Also, the ease of magazine apps is that the exact editions of the magazines (hard copy) continue to handle all customer service on the publisher's behalf, so there is less work involved for the publisher of the app. For more information involved in magazine distribution via apps: http://exacteditions.blogspot.co.uk/2011/01/cost-benefits-of-magazine-app.html

Another form of distribution is electronic brand extension.  Many magazines (such as Mixmag and Maverick) use social media as a way of extending their brand and creating an online presence. Similarly to magazine apps, the use of social networks such as Instagram, Twitter and Facebook. They may also extend into gigs and other events. This allows the magazine to gain a wider audience, as many people around the world use social networks. Social media has many benefits on the magazine, such as expanding editorial content. By using social media, magazines are able to understand the audience and cater to their interests. By doing so, the magazines are able to fulfil the needs of the audience and are able to create a stable audience, as the magazines follow their interests  and the genre of music they enjoy. Moreover, social media allows content to be spread.  Editors spread content by sharing articles from recommended sources and also sharing links posted by their community. Editors also re-tweet links which they find relevant to the community. Additionally, social media allows magazines to create connections as a way of distributing.  Social networks such as Facebook or Twitter are used as a way of creating a discussion. Cosmopolitan Magazine, for example, promotes community member questions on their site via Facebook. This generates very personal comments and responses to and from Cosmo readers as members relate to each others’ experiences and sharing advice. By doing this, magazines are able to interact with their readers but also  it engages discussion with the community of readers. This can also appealing to a larger audience, as the discussions may appeal to them and they may want to join or read the discussion. Social media can also branch out to people in other places around the world, which will cause an increase in forming a core readership.  For more information involved in magazine distribution via electronic brand extensions: http://mashable.com/2011/02/09/social-media-magazines/

Magazines can also be distributed by postal/ electronic subscription.  Readers who read the magazine on a regular basis, particularly niche publications, may consider subscribing to the magazine which appeals to them, allowing them to receive the magazine on a regular basis, usually at a heavily discounted price. This is easier for the audience as they receive the magazine straight to their homes, so there is a ease of access and copies are not wasted as a result. As there is a discount price, subscription saves money for customers instead of having to buy a new issue each time. Subscription only involves a single price whilst buying a new issue each time can be expensive.  Subscription also ensures a stable number of readers for the magazine, as they will receive the magazine weekly or monthly. It can also branch out to other cultures and places in the world. Electronic distribution works in a similar way, except the magazine will be delivered to the customer's inbox, Kindle Fire or IPad.  Similar to postal/electronic subscription, freemiums are the direct distribution of magazines. Magazines have started to become distributed-for free and this has become an increasingly popular method of magazine distribution as free issues are given out to members of the public on a daily basis. Freemiums are mostly distributed near bus/train stations and public areas.  Freemiums  make all their revenue from advertising, featuring many adverts.