Task 5 (b): Distribution of Magazines

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.