Traditional Distribution Research

     

     As I continue on with my magazine, I figured that I needed to dig deeper into the whole distribution process to help create a successful magazine. According to an Entrepreneur article, distribution is defined as: the manner in which goods move from the manufacturer to the outlet where the consumer purchases them; in some marketplaces, it's a very complex channel, including distributors, wholesaler, jobbers and brokers. The conventional distribution model has three levels: the producer, the wholesaler and the retailer. This is a time-tested system with many well-established members at all levels. The primary alternative distribution channel is direct distribution. This is the model Dell, Avon and many other successful companies use. It calls for you to sell and deliver your product yourself, using your own salespeople and warehouses. Going direct can cut significant costs from the system because you don't have to provide a profit for intermediaries such as wholesalers and retailers. But slicing two steps from the traditional distribution channel tends to alienate wholesalers and retailers. Throughout this research, I found that making the most of magazine circulation and distribution begins with understanding what you want from your magazine and understanding the process of business magazine circulation. It is more than just crunching some magazine circulation figures and hiring a distributor. With this information in mind, a distributor that fits the criteria of quality of the magazine that I see myself trying to have business with is a place like NDA (National Distribution Alliance). They provide daily service to 8,000 retail and 2,000 specialty outlets, including chains and independents and their publishers earn net profits they can’t achieve through their own direct delivery or by using other wholesaler or distribution options. When thinking about location, New York is the perfect place to advertise fashion and music. NDA can reach up to 10,000 total locations in NY Metro daily with integrity, accountability and serves all of New York City, go north to Westchester, Rockland and Putnam Counties, south to Cape May, NJ, west to Philadelphia and all the way out Long Island.  And, they have a large seasonal business in the Hamptons and New Jersey. In addition, they can match the periodical mix (mass market, ethnic, special interest) to the needs and interests of each retailer’s audience plus our dedicated Sales & Marketing staff works the field every day to optimize sales and efficiencies. They are cost effective and distribute both paid and controlled circulation publications and are 100% AAM, BPA and VAC auditable. So far, this information has satisfied me and I have no doubt that if I was to make a magazine, this would be the company I would first look into. 

Revision #1 (Onyxx Magazine)

     A couple weeks ago, I noticed that my supposedly "finished product" of a magazine, was indeed flawed and was in need of being fixed. I didn't have too many blemishes, but it definitely wasn't something to get done within' a day. One of my fixable problems was a spelling and font issue. I misspelled a couple of words, which I fixed and I figured that my font was just too basic, so I made it more eye-appealing by replacing Times New Roman with Tekton Pro Cond. I also decreased the sizing and added more text. As you can see from the picture, there is "white space" there, but I plan on fixing that by adding more photos from my most recent photo-shoot. 

Superbowl Advertisement (s) Analysis

1. Eli Manning and Odell Beckham Jr. starred in a hilarious minute-long commercial for the NFL that aired in between the third and fourth quarters of Super Bowl LII. The commercial paid tribute to the various touchdown celebrations across the league this season. The target audience of this commercial is between 35-55, because of the Dirty Dancing reference. This film came about in the 80s, making the teens of that time grown adults now. It was used in a comedic theme, as the movie was labeled as a "chick-flick", making it amusing and contradicting in the aspect of gender. The movie and music references utilized would be a detail that I would use as a technique. 

     2. Morgan Freeman and Peter Dinklage starred in humorist fashion of Doritos Blaze vs. Mountain Dew Ice. The commercial also starred hip-hop guests, Busta Rhymes and Missy Elliot to feature in these 2 competing snacks. I would say that the target audience for this ad would be ages 15 and up. I would say that teenagers are geared more towards tasting the new snacks featured. I would say that the age group can go up, because of the music featured. The music was from 2000s era, making the teenagers of today less privy to knowing about its popularity. Again, I would use the music techniques, since my magazine is musically based. 

     3. Gordon Ramsey, Cardi B, Rebel Wilson, and other guest featured all take the spot of  "The Amazon Alexa" as she is said to have lost her voice. They set this in a humorist fashion, as they all have their own technique of how they respond to the request. The target audience for this ad would be all ages. People who have Amazon subscriptions range from teenagers to elderly people. In addition they use the "fanfastic" technique by adding musical superstars, actors and actresses, to appeal to the popular culture. I would use the same theme concept of the musical artists to the actors in my own magazine. I would also mention the wardrobe and fashion embedded in the ad as well. 

 

Target Audience Research - VIBE Magazine

      Another magazine that I feel that would be similar to my product would be VIBE magazine. Vibe is an American music and entertainment magazine founded by producer Quincy Jones. The publication predominantly features R&B and hip-hop artists, actors and other entertainers. The magazine's target demographic is predominantly young, urban followers of hip hop culture. In 2014, the magazine moved online-only. To market their product, they use social media via Twitter and Instagram as a platform to attract their audience, while the online magazine stands as the biggest platform. A persuasive technique that they utilized was the catchy name for the magazine. This is essential, because now if people type into their computer "vibe", the magazine will pop up as an option, thus further attracting and broadening their audience. To further their audience, I feel as though that they should take the music messaging and use it as a TV standpoint, rather than the online circulation.

Target Audience Research - XXL

     Another that I feel that would be similar to my product would be XXL magazine. Founded in 1997, XXL focuses on Hip-hop news, rap videos, rap music reviews, rapper interviews - "hip hop on a higher level". The "target audience" is basically geared toward teenagers, since rap music is becoming more prevalent in this generation. However, the magazine also features "old-school" hip-hop rappers. thus increasing the audience level to a now older generation of hip-hop fans. To market their product, they use social media via Twitter and Instagram as their biggest platform to attract their audience. They use a traditional print magazine, but they also have TV too. This magazine, I feel really resembles how I want my magazine to be.