Magazine institutionResearchBy Callum McCormick

BAUER

The Bauer media is a large European based Media Company that manages a portfolio of magazines including; Bella, Take a break, that’s life! TV choice and Total TV Guide. Their target audience is divided into two category, the magazines for a female demographic (Bella, Take a break, that’s life) and the more male demographic the puzzle magazines. The TV guides would be gender neutral appealing to both demographics’. All these magazine are mainstream and makes no attempt to appeal to a niche genre. Their brand image is to appeal to house wives, and pensioners. Because these magazine require a lot of time and investment. Bauer is not just confined to magazine, it contains digital products, radio and TV stations. This wide appeal means that the brand suffers.

EMAP

The Emap has a number of brads including: retail (Retail Week) Health Government and

environment (LGC) Construction and engineering (Construction news) and architecture

(The architecture review).

These magazine appeals to a niche target audience. It would be more appealing to a male,

probably middle aged, from a higher social background. Emap magazines reflect this fact.

With such titles such as Retail Week appealing to niche business demography. They boast

that there ‘’audience that includes board members at every single one of the top 100 UK

retailers’’ this magazine is at the centre of the business world. Other titles are business

focused, such as LGC with the magazine claims ‘’the best resource for Local Government

Professionals’’ each one of these magazines are aimed at specific business men, whether it

be Economic, Health, Architecture or Political. Emap by solely publishing business

magazine is attempting to enforce its brand image, as a resource tool for the busy

professional. Emap is solely a magazine publisher and makes no attempt to branch out into

other media.

IMMEDIATE

The immediate is part of the global BBC brand, and publishes an array of different magazine for different types of people. Such as BBC History, Top of the pops, CBeebies, Charlie and Lolo and Hair ideas. Each of these magazines appeals to a niche to appeal to a target audience. With BBC History appeal to a 35+ male, while their CBeebieswould be for boys and girls aged 3-7. These magazines are all advertised under the BBC brand, a trusted and well-known brand which exceeds beyond magazines, such as the BBC television channels and radio stations. This strong identifiable brand behind these magazines creates consumer trust. Immediate brand publishes an array of different magazines for different target audiences.