Distribution Plan

In planning the distribution of my magazine, I have researched several techniques. For example, while researching Vogue magazine, I was prompted with their newsletter, which is apart of the standard distribution model. However, the newsletter was used on their website, which contributes to the digital distribution method. Along with a newsletter, Vogue has recently been utilizing their own app, which digitally distributes their content in a completely accessible way, where consumers can read their favorite magazines at their fingertips.

While researching standard distribution models, Howard Wilmot described the best way to create an audience, and have your magazine distributed evenly among the target population, you must create a brand. Branding will launch the magazine into success by creating remembrance of your magazine, meaning individuals are bound to return and read your magazine for a second time. Wilmot describes branding as having a set color scheme, which I could utilize with earthy tones, such as greens and browns, in my packaging. He mentions how important packaging is with distribution, and the lasting impact it should leave on the reader. 

As for digital distribution, I could create my own website with these same earthy tones as the color scheme. Within my website, I could implement a newsletter, which will prompt readers with a subscription to my magazine.

Distribution Research-Vanity Fair Instagram Stories

As a wider-topic magazine, that covers politics, entertainment, celebrities, and fashion, Vanity Fair has adapted ways to distribute their content digitally. Along with their website and social media outlets, Vanity Fair has invested in creating a variety of Instagram Stories for their following, therefore allowing for easy-access to their content at the fingertips of whoever comes across their page. These Instagram Stories include bit-by-bit interviews, news stories, and commentaries on recent topics. By having the stories easily accessible, they have a developed a expansive distribution model, where advertisements for Vanity Fair can pop-up on your feed without directly following them.

I can utilize this distribution method by including examples of sustainable fashion, and inspiring my following to contribute to the environmental initiative. 

Distribution Research-Vogue App

As one of the oldest and well-known magazines, Vogue has been known to adapt to the times, and distribute to their vast audience in the most effective way possible. From primarily using paper distribution of their magazines, they have shifted to using digital distribution in several different ways. Through the development of the Vogue website, they have began using several social media outlets to catch the attention of their audience for a wider span of time. For example, they use a newsletter which is directly prompted to the consumer once they click on the website, along with links to their Facebook, Pinterest, Youtube, and Twitter. A newer introduction to their digital distribution is the Vogue App, which includes several features.

The heading, "The only fashion app you will ever need," is incredibly important to Vogue's competitors, by being one step ahead in the game. I can utilize this digital distribution method by creating social media outlets, such as Facebook and Twitter, and developing a audience for my magazine. Once I have a steady following, I could invest in a similar app to the Vogue App.

Distribution Research-GQ Magazine Videos

As a fashion magazine, directly targeted towards a male audience, GQ magazine has utilized the use of a few advancements in digital distribution. This can be seen in their website, under the section of "GQ videos." By publishing their videos directly onto their website, they are able to creatively include their video style, by using a black and gold color scheme, similar to their magazine color scheme, which contributes to branding. By targeting a male audience, they distribute their videos using more informal, "boyish" titles to their videos. They also primarily include trendy, male celebrities within their videos.

This digital distribution is incredibly effective, especially due to their audience having heavy male influence. I would be able to include this digital distribution into my magazine by creating videos that directly target my audience, meaning it could target individuals that show interest in sustainable fashion and benefiting the environment.

Traditional Distribution Model-Magazine

According to Howard Wilmot, a certified expert in the development of newer businesses and start-ups, has recently gone into detail about the ways to distribute a magazine efficiently, to achieve the most customer feedback. He describes these traditional distribution models as starting small by utilizing mailing lists along with subscribing to a newsletter, which customers should be prompted with as soon as they click on the magazine website. He also mentions the use of packaging when delivering your magazine as a print copy, and incorporating your brand into your packaging. For example, I could utilize this with Environmentally Chic by using warm tones, such as greens and browns, within my packaging. Along with this, I could incorporate eco-friendly poly bags, which will enhance my environmentally-conscious initiative.
Wilmot then describes the importance of identifying key locations when distributing your magazine. For example, a luxury magazine which services higher class individuals should be marketed within car shows, five-star hotels, distinguished film festivals or fashion shows, etc. I could utilize this method by distributing my magazine at local coffee shops, bookstores, and farmers markets to attract the type of customers that are interested in benefiting society in a way that is artistic, such as using sustainable fashion to benefit the environment.

Marketing Plan

 Through my previous audience engagement research, I was able to thoroughly understand the marketing process and techniques involved with published magazines. I observed these marketing techniques through a larger and well-known source, known as Vogue, and was able to see how they evolved their techniques with the age of social media and the Internet as an entirety.  Along with this, I researched two smaller magazines, that have been growing their audience within the past five years. Frontlash Magazine and FairFashion magazine both utilize the use of a weekly newsletter, in which any customer that accesses the page is brought to a pop-up about subscribing to their magazine for updates and information. This is a extremely popular marketing technique for most online magazine platforms because of customer recall, and the ability to continuously bring customers back to the site, rather than a one-time visit. I also chose to research these two smaller magazines because they primarily promote solutions to issues within the fashion industry. For example, the initiative within FairFashion's magazine is to use sustainable clothing to cut down on fast fashion. Frontlash magazine promotes this solution as well, but they also tie in a feminist perspective, with the empowerment of women being at the center of the magazine's attention.
 Therefore, within my research, I have become accustomed to several types of marketing techniques and have decided to formulate my own. In taking inspiration from Vogue, I would like to use several digital platforms, such as an Instagram and website. Within my website, I am going to incorporate a newsletter where customers can choose to subscribe for new information and ways to get involved with the environmental initiative using sustainable fashion, which is the root of Environmentally Chic's cause.

Opening page of Vogue's Website, with social media outlets in clear view. 

I would like to incorporate this to give customers the option to view additional ways to stay connected. This will promote customer growth and recall. 

Vogue Instagram layout. 

Vogue Newsletter Pop-up. 

Audience Engagement Research-Vogue Magazine

As a magazine that began in 1892, and still continues to remain relevant to this day, Vogue Magazine must understand how to sustain and market to their audience in a effective manner. They have accomplished this through updating and changing their techniques with the times. I have found a similarity within my target audience and Vogue's through their expansive target population being a large age range, with focus on both men and women. Vogue chooses to market their brand in a inclusive manner, where anyone with a relative interest in fashion can be intrigued by the topics included. As Vogue evolves as a magazine,they have changed how they market their products, from print-based to digitally-based. This can be seen in the primarily print-based magazines they would produce to transitioning to an online platform with their own website and social media outlets, where they can collect income from multiple outlets. They have marketed their product greatly by including young and old influences, from Billie Eilish to Donatella Versache and Audrey Hepburn. They have also changed the way their magazines are stylistically created.

Old Vogue

New Vogue

By transitioning to a more modern style to their magazines, Vogue is able to maintain their audience while keeping up with the times of newer generations. They have also introduced the use of a active and popular Youtube channel, where most of their interviews are posted.

I would be interested in utilizing several aspects of Vogue Magazine's marketing techniques in the form of modernizing their forms of media, while keeping that iconic touch that they are always known for. In the future, I would also be interested in having a Youtube channel to broadcast interviews of individuals involved in sustainable fashion.

Audience Engagement Research-The Frontlash Magazine

The Frontlash Magazine is a independent magazine with several contributors and articles, where the central topic is based in progressive feminism and empowerment. They also utilize the topic of sustainable fashion, which is where I found similar content. This magazine is relatively new, with their recent stardom occurring within the past year. They have marketed their product greatly through the use of social media, such as Instagram, Facebook, and a Youtube Channel. Similar to the previous magazine, FairFashion, they also provide a newsletter immediately after clicking on the page and scrolling. Within their newsletter pop-up, they use a welcoming slogan which allows the audience to feel involved in the community. This magazine utilizes forms of digital media, through the articles and use of online social media.

I have found inspiration through the coloring of their website, with soft hints of orange and white, it is easy to read and comprehend. I plan to use this when putting together my own website, while taking inspiration from their use of media and newsletters. I also want to include the hints of a cleaner outline to their website, along with clever titles to each of their subheadings, such as "Progress a New Way" and "Fashion Get Inspired."

Audience Engagement Research-FairFashion Magazine

FairFashion Magazine is a relatively new publication. They have founded their magazine around a cause for sustainability within the fashion industry, which is where I found the most similarity between my magazine. They choose to market their product through personal interviews between individuals in the industry that plan to switch to a more sustainable way of purchasing clothing, with a major factor being buying a piece of clothing at a higher price to ensure it lasts longer, rather than buying multiple pieces of clothing at a cheap price and having those pieces of clothing last for a month, or less. This concept of utilizing sustainable clothing is the basis of FairFashion Magazine's brand. To market their magazine, they promise a newsletter each week with new sustainable brands to look into and possibly shop from to spread the word. The technique of a newsletter is a form of digital media to keep the consumer in the loop, which allows them to keep their customers for the long-term.

This can be seen in the screenshot above.
I plan to use this marketing technique with my magazine, Environmentally Chic. I am certain that this will continue to keep interested customers with the environmental issue of fast fashion, and how each individual can make a difference to propose a positive solution.

Feedback and Revisions

Based on my feedback and revisions, I have decided to improve on all aspects of my magazine (table of contents, title page, and two-page article), by using a different color scheme with more neutral tones rather than hot pink and black text. I want to use a different program rather than Canva and Google Docs for a more professional finish. I may also use different photos in my final product with more outfits and dimensions/poses.

My Target Audience

Age: 16-65+
Gender: Primarily female
Income Level: low middle to high middle class
Education Level: high school graduate degree/college degree
Personal Interests: environment, fashion, marketing, business, climate change, innovation/new age ideas
My product will be interesting to my audience by gravitating towards two genres: environmental and fashion, and how to be environmentally innovative towards fashion.