Magazine Distribution Methods
Publishers:
Magazine publishers are
responsible for making their publications an editorial and commercial success. In
the UK there are four large publishers and a number of smaller institutions as
well. The main four publishers are Bauer, National Magazine, Conde Nast and
IPC. The magazine publishers also define the editorial position and manage
business operations so that the magazine provides readers with high quality
content while maximising revenue and profit. They also manage relationship with
the advertisers as advertising is a critical source of income for the
magazines; publishers would recruit an advertising sales team to sell space to
advertisers or their agencies. In addition, circulation figures help publishers
to plan how many issues to produce and distribute.
Distribution Networks:
Each publisher uses a
network of distribution, who manages the flow of magazines from the printer to
the final newsstand. The most common form of magazine distribution is through
displaying magazines on shop shelves, generally stocked in shops such as
newsagents, convenience stores, supermarkets or larger high street shops such
as WHSmiths.
Sale or Return:
Sale or Return is the
system used by magazine and newspaper distributors with newsstands. If less
than the set number sell (e.g. 10) the rest of the magazines will be returned.
This is a very wasteful and environmentally damaging system for the
distributor, because many copies are going to be wasted and there will be no
profit for the distributor. However, the people in the retail benefits from
this method as there will be no cost to the retailer. This is why many shops
agreeing placing various magazines in their shops.
Direction Distribution
(Freemiums):
This is an effective
way of distribution, as the magazine goes directly into the customer's hand; these
are usually given out at stations or other busy public locations. Since the Freemiums
are free, therefore the publisher needs to include more adverts to insure high
profits. The most common directly distributed magazine is the Shortlist.
Subscription – Postal:
Regular readers of
magazines, particularly niche publications may wish to subscribe to a number of
issues, and have the magazines regularly posted to them. Another example of a
subscription is the postal subscription which is a beneficial for the
publisher, because it is a generated sale. No copies go to waste this way, and
it is also beneficial to the costumer because it is directly delivered to the
front door, so the reader does not have to go to a shop. On the other hand, it
is cheaper than buying every issue separately, as they often include gifts for
subscriptions.
Online Publishing:
A modern way of
magazine distribution; it is one of the most successful methods. Readers often have to participate in a
subscription model, which can be paid or for free as a trial. There are
different variations of the online method, for example: E-zines is an
electronic version of a magazine, as it looks like a magazine and it is
accessible online. You can turn the pages via a mouse click, zoom in and out
also there is adverts and page numbers etc. For music magazines, RWD is a good
example as these e-zines are usually free, and they will have electronic
features such as video clips and hyperlinks that redirect the reader to another
source. Additionally, another method of distribution is to subscribe to a Kindle
or iPad version of the magazines, this replaces a physical copy and works like
e-books.
Apps & Electronic
Brand extension:
Many magazines now have
smartphone or tablet apps with some or all the content available in the hard
copy of the magazine. These may be linked via a smart QR code on the front
cover of a magazine, which are the most efficient ways nowadays. Furthermore,
most magazines now extend their brand with an online presence, for example the
social networking like Facebook, Twitter, Instagram or Tumblr is a very helpful
way to extend the magazine brand, as it allows the audience to get fully involved
in the magazine and creates a community of fans in which they can interact
with, also the presence on social media will ensure many more people are aware
of the magazine.
