Pin It
Favorite

Bomb Garden 

by LUKE BAUMGARTEN & r & & r & Niche Warriors & r & & r & & lt;span class= & quot;dropcap & quot; & T & lt;/span & he magazines are falling! Last week, former Inlander contributor and current Billboard staffer Cortney Harding reported a double-edged story about the death of various music magazines. The story was spurred by the demise of Harp, a magazine for aging hipsters that made space in its pages for 13-year-old Nirvana post-project Foo Fighters alongside ultra-underground spaz king Dan Deacon. (Alt country mag No Depression and indie-rock focused Resonance have also been shuttered in 2008.)








The insanely well-reported story has several independent label representatives talking out of both sides of their mouths. Especially John Biondolillo, general manager of Dave Matthews' experimental ATO records, which operates with the freedom of an indie label but has a big-ass distribution deal with Sony BMG's RED Distribution.





Harding has Biondolillo saying the loss of Harp and No Depression would sting the label because "Those two outlets really spoke to our consumer." Soon after, however, he admits that "In the last 18 months, our focus has begun to shift away from print ads and towards online and TV advertising."





Well, OK, so those outlets used to speak to his consumer. Now Two and a Half Men does. There's the problem, I think. Marginally indie magazines like Harp have the same basic demographic as the average television viewer: white, male, aging. Why would anyone advertise in Harp when they could advertise on NBC, or better, on the Internet?





There's infinite, free, hyper-precise content online -- a huge percentage of which is dedicated to music. People watch TV for its general appeal. People use the Internet for its ultra-specificity. Certain -- OK, most -- magazines are trying to do both. That shit just don't work, and as a result, subscription numbers are dropping. If I'm a Dan Deacon fan, why would I want to read a story about Foo Fighters? I wouldn't. The reverse is also true. The Internet has made us a culture of niche warriors. You gotta either get onboard with that or go so general that your magazine becomes a collection of Kanye and Springsteen features. And in that case, you better write the hell out of that Boss piece. Otherwise I'll just replace you in my reading schedule with, like,


MTV.com.
  • Pin It

Latest in Comment

  • Children Will Listen
  • Children Will Listen

    How art speaks to life in this particular moment
    • Jan 18, 2017
  • So Here We Are
  • So Here We Are

    Here's hoping the new president fills the office with the grace and sense of tradition it requires
    • Jan 18, 2017
  • Get Big Money Out
  • Get Big Money Out

    Letters to the Editor
    • Jan 18, 2017
  • More »

Comments

Subscribe to this thread:

Add a comment

Today | Thu | Fri | Sat | Sun | Mon | Tue
Line Dancing

Line Dancing @ Touchmark South Hill

Wednesdays, 1 p.m. Continues through Feb. 22

All of today's events | Staff Picks

More by n/a

  • Iron Upgrade
  • Iron Upgrade

    The new one is smart and funny and action-packed, and it’s bigger and better and sleeker. And Downey does it again, this time ramping up Stark’s arrogant wisecracking, telling anyone who’ll listen (mostly women) that, via the creation of his powerful Iron Man suit, he’s brought years of uninterrupted peace to the world.
    • May 12, 2010
  • Seeing Gay
  • Seeing Gay

    A festival showing GLBT from all angles
    • Nov 9, 2009
  • Get Out the Vote
  • Get Out the Vote

    With all the uncertainty in the world these days, hot wings and cold beer are two things we can get behind
    • Nov 9, 2009
  • More »

Most Commented On

  • Thanks, Obama

    The legacy of the 44th President goes far beyond the election of the 45th
    • Dec 29, 2016
  • One Free Shave

    Donald Trump might have merited a honeymoon with voters had he managed his transition better
    • Dec 29, 2016
  • More »

Top Tags in
News & Comment

scandal


scandals


Comment


Briefs


green zone


Readers also liked…

  • To Kill the Black Snake
  • To Kill the Black Snake

    Historic all-tribes protest at Standing Rock is meant to stop the destruction of the earth for all
    • Sep 8, 2016
  • Patrolling While Black
  • Patrolling While Black

    Gordon Grant's nearly 30 years as a Spokane cop have been affected by race, but that's not the whole story
    • Jul 8, 2015

© 2017 Inlander
Website powered by Foundation