Bauer Media Group publishes Q magazine and other magazines targeting the same audience as the proposed new magazine, so they may not want to publish a competing product. They also only operate in Europe. Time Warner publishes NME magazine, also targeting the same audience. They own media platforms like TV channels that could promote the new magazine. However, they have limited reach in Europe. Both companies already publish similar magazines, so they may not want the competition. Publishing would require a partnership between the two companies to leverage their complementary geographic coverage of Europe and the rest of the world, creating an example of horizontal synergy.

1. Bauer Media Group (BMG)
• Bauer publish Q magazine as well as a wide variety of other
magazines, meaning that they understand how to reach the target
audience that I wish my magazine to reach. They might not wish to
publish my magazine due to having a very similar product already
being published already (Q). Bauer also however, only publishes
within Europe, meaning that I would need to approach another
company to market elsewhere in the world.

2. Time Warner Incorporated
• Time Warner is the largest American publisher. They publish one of
the magazines I looked at during my target audience research, NME,
meaning that like BME, they also understand how to reach the target
audience I desire. Time Warner own a number of media platforms
that I could use to advertise my product, such as TV channels like E!
which are focused more towards my target audience.

3. Overall
• It is clear that while both companies have success in reaching my
target audience, both companies also produce magazines similar to
my own which would likely make them opposed to publishing my own
magazine. It is clear that both companies would be needed to publish
my magazine due to Time Warner’s limited reach within Europe,
meaning that my magazine publication would be an example of
horizontal synergy.