Distibution of My product through Institutions

It would expect my media product to be distributed through a small Institution, almost a niche institution. Rather than a huge multi-national conglomerate one, which would not fit into the conventions associated with the magazine style.

I'm looking for the ways that my social group (Indie) like their texts to be distributed. For example most texts like mine are distributed through retail institutions, the most obvious examples being places such as "ASDA" & "Tesco" where they are placed with many other magazines on racks. Other places you would find them would be music shops i.e. HMV.

But whether this would fit in with the beliefs and values of my social group is a different matter. I would think that they would prefer their texts to be distributed through places such as "Zavvi" or even a music shop, where they are less retail, and more music focused. Zavvi will sell music from an independent label and this will fit into the selling of the product. A magazine talking about independent music, in a shop that sells independent music. So the indie community will feel it is a useful place to consume from, as it keeps the "Indie" image.

So I would prefer it if my text was distributed through an institution that likes its independent image. For example Zavvi where they sell music from independent artists, and films from independent film makers, where everything is less mainstream, and more of a niche. This is where i would want my audience to consume from.