An example of a distributor is Vice who have their own distribution and network. Vice has much more niche audience which is people who like rock n roll and heavy metal music. They do various platforms like film, DVD, books and different events. The audience would be for people who enjoy this type of music that I have stated above, they would enjoy drinking and getting drunk, they may take drugs once in a while to have a good time. The audience also can use a range of platforms like the web, DVDs and books. The brand identity is that Vice hit a range of audience they try to succeed with the young by having websites, films and DVDs. Vice also do books which targets the older audience as teenagers today hardly ever read.
The distribution strategy is different to the major distributors like Frontline. Vice distribution is smaller than Frontline as they only distribute in unknown retail businesses like for example in Birmingham they distribute to place like Urban Outfitters, Size, Studio 4 and Tempest. All these places are well unknown and not many people have heard in them. Theses are all fashion shops and this may show that they have to push the boat out to make there business work and make more money than other independent distributors. 
Vice is hitting the younger audience as they distribute over different shops and other places that students would go to. They use multi platform consumption effectively as they use several ways to attract their audience. They are different to other distributors in the way that they go into the fashion world. Students are into fashion and want the latest things. Vice uses this effectively by distributing in many areas.
I would use a independent distributor because this would be easier to get my magazine publicised. Frontline is such a big company it would be more difficult to get into the company. The independent companies are more flexible. Vice would be a suitable distributor as they use multi platform strategy. They distribute in many areas that would suit my audience of my magazine. They distribute in fashion shops and DVD's.
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