Institutions Evaluation

From the minute that i decided to create a SKA and Two Tone magazine, i was fully aware that when published, approaching IPC or BAUR would definitely not be the route to go down.

I made this decision after researching which size labels particular magazines are signed by. A popular magazine with a large fanbase such as NME is published by BAUER, who have strong contacts with WHSmith etc, whilst niche magazines such as my own would often decide to 'self publish'. A good example of a self published magazine is 'Clash', which is signed up to its own independant media firm, 'Clash Magazine Ltd'.Self publishing allows the magazine to have more editorial independance, instead of paying more attention to advertisers rather than the audience.

 I am aware that advertisements are fundamental for the growth and finance of my magazine, therefore i would definitely need to contact brands which i know my audience would be interested in; for example, Carslberg beer. As i don't want to waste page space, products from relatively distant companies will generally be cast aside. I need to create partnerships with strong, loyal businesses, of which my audience will benefit from- such as 'Fred Perry'. When relating back to my SKA and Two Tone audience mood board, i can finalize which products would be most suitable to accept into the magazine to increase overall profit.

Another reason why i decided that Rudeboy should be self published, is due to the fact that the corporate media companies may already produce a similar magazine. As far as i am aware, the SKA and Two Tone magazine is the only one in the market since the late 80's, yet magazines for 'mods' etc may be being produced.

On the other hand, a positive aspect of being signed with a large company such as BAUER, is the fact i need to consider Rudeboy's need for synergy. Being signed to a corporate media company will give Rudeboy the oppurtunity to become established, faster- and host sister products such as a radio station and website. Yet, when you consider the fact that a large company can 'pull the plug' on your magazine at an instant, it is debatable as to whether or not self publishing; along with worrying about the finances and oppurtunities at hand will be the correct choice. If Rudeboy is successful, and is signed up to IPC, IPC will take a large chunk of the profit. Whilst, if it is to be self published, all of the profits will return to myself, to put back into the magazine and establish the magazine that little bit further. Both options have a strong arguement, it is a very hard decision considering i cannot anticipate the success of the magazine.