IPC Media would be the most suitable media institution to distribute the magazine because it already produces the popular music magazine NME. While IPC Media publishes NME, the author's proposed magazine, Amplify, would appeal to a specific genre audience and have a distinct style from NME. Distributing Amplify through IPC Media could lead to success in the UK market similarly to NME. The magazine could also be expanded online and through event sponsorships as NME has done, growing its readership beyond local audiences.