1. Q1: What types of magazine and target audiences has Time Inc
(formerly IPC) been associated with over the years?
A publishing company is someone who prints and distributes magazines. They didn’t
exist before but now they do as an external company, that magazine companies pay
a one off fee to every month so their magazines can be published and distributed.
The publishing industry started because they could make a profit by printing
magazines and distributing them instead of magazine companies doing it
themselves, a more efficient and cheaper way was to go to an external company.
Publishing companies can distribute to anywhere they have offices and are given
small amounts of money from the magazine companies so the magazines are
worldwide.
In the 1800s – 1900s, IPC published newspapers to a target audience of males as
newspapers were traditionally formal and used a print format. From their history ‘The
Field launched in 1853 and within a year became the largest newspaper in Europe’
This suggested that during this time period only men were associated with the war as
the title was ‘The Field’. For this particular target audience to purchase these
newspapers meant that they’d have to have a disposable income and only the upper
class males could afford that, considering ink and printing was expensive.
‘Eight further IPC titles that are still thriving today were launched in the late 1800s:
Country Life, Horse & Hound, Shooting Times, Yachting World, Amateur Gardening,
Cycling Weekly, Amateur Photographer and The Railway Magazine.’ This means
that IPC created specialist magazines for target audiences that had a specific
interest, mostly men with interests in affluent activities or lifestyles.
NOTES: WHAT DOES IT SUGGEST ABOUT THE TARGET AUDIENCE? HOW
HAVE THEY CHANGED?
 1920s – 1940s
Launches in the home interest and women's weekly markets
A key wartime role was played by IPC's women's weeklies, keeping up the morale of
Britain's women and supplying an essential information service on behalf of the
Government. – bringing women together and keeping moral up
Newnes promoted its first issue of Woman's Own with a free cover-mounted gift -
three skeins of wool with every copy! – WOMEN STAYED AT HOME
Following the arrival of ITV in 1955, TV Times, operating out of a tiny office in High Holborn,
published its first issue - in black & white - covering the new commercial stations. The cover
stars were Lucille Ball and Patricia Dainton, star of the 15-minute daily soap opera, Sixpenny
Corner. – MORE MODERN
1969 saw the birth of a new football weekly - Shoot!* - launched to capitalise on the upsurge
of interest in the game generated by England's World Cup victory three years earlier.
Successful launches included Aeroplane Monthly*, Sporting Gun and SuperBike*. –

2. TECHNOLOGY IS COMING ALONG.
1980 – 2000
With the deregulation of the TV listings market, What's on TV makes its triumphant
entrance onto the scene in 1991. In the face of fierce competition, it goes on to
become the UK's best-selling magazine, a position it still enjoys today. –
MODERNISED
NME becomes the first major UK music title to get its own internet site - nme.com -
destined to go on to become Europe's most popular music website. MORE PEOPLE
HAVE COMPUTERS TO ACCESS INTERNET.
The 2000s
New millennium, new name - IPC Magazines is renamed IPC Media in 2000, a new
identity to go hand-in-hand with a strategy based on being a brand-centric business.
– LOOK AT WHAT A BRAND CENRTIC BUSINESS IS!
After 30 years in King's Reach Tower, IPC announces in May 2004 that it is to move
into brand new offices next to the Tate Modern in 2007 – BECOMING MORE
ESTABLISHED AND WELL KNOWN
In Feb 2007 IPC Connect launches Look - the UK's first glossy high street fashion
and celebrity style weekly magazine. In a joint venture with Groupe Marie Claire, and
backed by an £18m investment, LOOK is IPC's biggest ever launch.
- LUXERY MAGAZINES THAT EVERYONE CAN AFFORD, MORE
APPEALING = MORE LIKELY FOR THE MAJORITY TO BUY.
In November 2007, IPC Inspire acquires TrustedReviews.com - a website that
delivers original, expert reviews about consumer electronics & IT equipment across
21 different product categories. – MORE PEOPLE KNOW AND REVIEW IPC’S
WORK
IPC Ignite acquires Mousebreaker in June 2008 - an essential free-to-play gaming
site. Featuring over 200 online flash-based games, Mousebreaker leads the free
casual games sector in the UK. – APPEALS TO GAMERS AND HAVE MOVED ON
TO DIFFERENT PLATFORMS OF MEDIA
The 2010s
around three key audience groups: men,
mass-market women and up-market women.
ALL MAGAZINES THEY PUBLISH ARE AIMED AROUND THESE 3 AUDIENCES.
IPC launches two new monthly magazines - Style at Home and goodtoknow
Recipes.
YOUNG PEOPLE BUYING HOUSES AND LIVING ON THEIR OWN, BETTER JOBS AND
BETTER PAY.

3. In June 2011, IPC Connect launches a major new brand - Feelgood games -
targeting mass market mums with the very best games and rewarding them with real
gifts. MOVING WITH THE MODERN TIMES, APPEALING TO MUMS WHO ARE
NOT NORMALLY ASSOSIATED WITH GAMES, DIFFERENT KINDS OF TARGET
AUDIENCES