Publishers Research

Publishers such as IPC media and Bauer media control most of the magazine market in the UK. They pride themselves on catering to all and to the mass markets; this means that they think that they have got a magazine that would suit everyone. They are forever in competition with each other because they are both fighting over the same audiences; they battle for the same audiences by producing desirable products that are similar to that of the other publisher. For example Bauer has ‘Your Horse’ and IPC has ‘Horse and Hound’, these magazines are very similar and are battling for roughly the same audience.

Then there are publishers like Future PLC which stay out of the way of the bigger companies and focus their efforts on the markets that are lacking with products. For example Future PLC focuses on the middle class audience that is barely being covered by other publishers.

Because these publishers focus on different parts of the market the whole market gets covered. And with different publishers specializing in different parts of the market, advertisers can find the right magazine and publisher to effectively promote their product to their target market.