Evaluation: Institution

When my magazine first comes out I think it would be wise to side with a publisher such as 'Dennis' since it’s the UK's second largest consumer publisher, with 22% of the market, as this would boost the profile of the magazine and the public's awareness. A big publisher would also have links to all the chain magazine sellers such as WH Smith, making it easier for a new magazine to get around. However a big publisher like this could start to try to control the magazine, taking more profits, editing or completely removing stories and making the magazine more suited to the advertiser than the reader. Going with a smaller publisher would give the magazine more independence but would also give it less awareness. The final option would be to become a self publisher, this would require a big initial investment, marketing and links would have to be established well, but if it is pulled off the magazine would have complete freedom and all of the profits. It is hard to create a successful magazine this way though.