Institutional Context Report

Digital technology has gradually conquered the world of publishing; with its state of the art websites and video advertising. Many magazines are purely web-based while others may distribute small newsletters to subscribers through e-mail. It is a well known fact that a majority of publications will be constructed using E-Paper by the 2020 and only a mere 10% will remain in print. This phenomenon is commonly known as e-zine. Top music magazines such as the NME offers a print of each issue on their website provided you become a subscriber for a fee. Content on the websites is constantly being updated and may differ to what is seen in the magazine; however it still relates in some manner.
My magazine ‘Accent’ will follow a similar path; where readers can access information online. This includes things such as music reviews, exclusive interviews with artists, information on upcoming gigs, options to purchase the tickets as well as being able to download songs. I would advertise a competition on the cover of the magazine that will need to be entered online which would attract music enthusiasts. Winning such a competition could lead to prizes such as free vouchers for music downloads concert tickets or even backstage passes. Social Networking sites such as Facebook and MySpace have taken off in recent years and are being used by magazines to increase their recognition and brand identity. By creating an account, I would be able to upload images of various events and even get artists to conduct a live chat for an hour every month. Readers would be able to comment on the content and become ‘friends’ with the magazines, receiving exclusive updates on the page. Other ways for readers to interact with the magazine will include allowing them the chance to publish their own material within the magazine. As editor, I would give them the opportunity to compose their own music review every fortnight. After judging the entries the winning review will be published and will receive a year’s free subscription to upcoming issues. Constructing this website will link it to the magazine and therefore creating a symbiotic relationship. Another successful way of advertising is through the use of mobile phones. Nowadays most phones have more ways of communicating rather than the standard calling or texting. Conferencing has become increasing popular amongst Blackberries. Conferencing is similar to using a forum; Accent magazine can set up a number of conferences as discussion panels. Topics can range from hot new tracks to music videos or gossip within the industry! A majority of phones also have WAP which enables them to connect to the internet, so they can still view our website. Readers will also be given an opportunity to text in code numbers from their mobile phone to receive ringtones or wallpapers.
Viral advertising will be used through a YouTube page. YouTube is the biggest broadcasting website in the world and is used by many people. Accent can have an official video page, where we can upload recent music videos and video interviews with artists.
Old media techniques will also be used to promote my magazine. This will include traditional things like placing the magazine in a prime spot at the eye level of the average customer. It is a known fact that people are most inclined to buy a magazine that is placed on the right hand side to them. This would help boost my sales. Another option is to offer my magazine as an insert within an already established magazine. Due to the genre of my magazine, there are less Desi magazines which would be suitable for this job. There are magazines which feature clothing and the world of Indian cinema, but there are no successful music magazines for Asians in general. Therefore, I will aim to use my magazine as a Trojan horse within a magazine which promotes cinema instead. I would also aim to negotiate some sort of deal with a music store which would see a free copy of my magazine being given to any customer who buys a CD, within the genres of music I am promoting (RnB and Desi). I realise that this may act as a loss for me, but it would help my magazine become more recognised within my audience. As the word goes round, my magazine would have an identity and the profits will soon come.