1. IPC Media IPC Media is a British institution which produces over 85 media brands, with their print brands reaching two thirds of women and 44% of men in the UK – almost 27 million adults in the UK. The online brands reach around 20 million users each month. IPC Media offers subscription to their customers making access to the print much easier. IPC Media categorises their magazine brands into three: IPC Inspire(male dominated audience): Country Life, Horse & Hound, Rugby World and Decanter, as well as lifestyle brands including Nuts, Mousebreaker and NME. IPC Connect (female dominated audience): Look, Now, Chat and Woman; TV entertainment brands including What's on TV, TVTimes and TV & Satellite Week and, online, the goodtoknow network. IPC Southbank (female, upmarket): Marie Claire, InStyle, lifestyle brands including woman&home and essentials and home interest brands including Ideal Home, Livingetc and housetohome.

3. Strengthening commercial partnerships – which led Future to engage in convergence and synergy.

4. Balancing portfolio – producing magazines with very niche focus and therefore being able to successfully identify the needs of the audience and satisfy their needs to the maximum.I chose Future PLC as the most suitable publishing company for my music magazine Country Avenue. This is because Future PLC owns and runs international offices all over the world, including Future US in the United States; which is where I want my magazine to be sold, however I also want the possibility for my magazine to be easily exported to the UK and Australia where Future PLC operates as well.