PublisherNBT is targeted at the

mainstream music listener and therefore has a large potenti al market with a

diverse customer base. IPC is the most probable

distributer of NBT as it has many diverse publicati ons

in its publishing house catering for many diff erent

social groups. Hence NBT emulates some of the

existi ng media published by IPC and has a similar target

audience.

Time Inc –part of Time Warner Inc- is the parent

company of IPC.

Time Warner Inc was formed when Warner

Brothers, AOL and Time Inc Merged and became the

global leader in media and entertainment that it is

today.

Many similarities can be draw between magazines and other publications published by IPC to NBT. Examples

include:People Magazine

EntertainmentMoneyFortuneInStyle

Sports IllustratedTime

Real SimpleEssence

LifeAll YouSunset

WallpaperEssentialsTi

me

War

ner M

agaz

ines

Similarities• Look• Similar colour scheme• Celebs’ in feature articles are still over

photoshopped• Contrasting colours• Content• Features music artists• Articles on artists lives as well as musicDifferences• Looks• Other images aren’t photoshoped e.g.

life stories• Content• More gossipy style• Features non-celeb stories• ‘Real life’ stories

http://www.people.com

Similarities• Look• Similar colour scheme• Celebs’ in feature articles are still over

photoshopped• Contrasting colours• simplistic• Content• Features music artists• Articles on artists lives as well as musicDifferences• Content• More fashion orientated

http://www.instyle.co.uk/

The similarities between NBT and magazines published by Time Inc indicate that NBT would fit with their current products. Despite this the differences between NBT andthese magazines are alsoimportant as they helpdistinguish NBT fromothers magazines.

If companies invest too much in similar products and the market for that product dies then the company will fail. Therefore it is important for the company to buy-in-to dissimilar products.

NBT would generate some of its profit from advertisements. It would firstly advertise brands endorsed by Time Warner- this is

called ‘cross media promotion’.

NBT is essentially is a music magazine so it stands to reason

that it would advertise new albums and singles as well as up-and-

coming gigs, festivals and tours.

Time Warner would also be keen to advertise artists signed to the

Warner Music Group e.g. Christina Perri.

Warner Music Group

As well as brands endorsed by Time Warner the magazine would feature

other brands that aim to attract a similar audience. Coke’s target

audience is much larger than NBT’s but it does encompassed NBTS

chosen market segment. Furthermore Coke is a ‘cool’ brand with would reflect on NBT making

NBT ‘cool’ by association.

Apple is directly associated with i-pods and i-pads: both of with popular with my target audience. I-pods connote

music and are the most popular form of MP3 player on the market. I-pads

are becoming more popular and often people use them to access online

media content. Therefore the advisement for I-pads would have a

two fold affect also advertising NBT’s online APP and website.

MTV is stereotypically associated with young people

and new music therefore it would be ideal for NBT as an

advertisement as it would help associate NBT with new music

and younger people.

In a modern society, taking advantage of the online market or ‘e’ market is becoming more and more crucial.; as market trends

suggest that consumers are looking to the internet increasingly to purchase items. Therefore it is important for NBT to have an APP as well as a website to not only increase its online presence but to

enable online purchasing of the magazine.

NBT’s target audience is the 16-24 sector. An APP is

therefore even more relevant as

the largest market segment for new

technologies is this age bracket.

NBT