There are a list of reasons why magazines fail such as trying to create something for a market that doesn't exist, poor brand development and lack of editorial planning. But when popular magazines such as VIBE and Blender tend to disappear overnight, it only proves that music readers are partial to finding information somewhere else...and in less saturated ways.
Out With the Old...In With the New
The covers of music magazines are filled with A-list celebrities; however their popularity is not equating to the music charts or magazine sales. According to Spin magazine, a cover of a multiplatinum rocker only sells slightly better than one featuring a critically acclaimed musician or band.
Music lovers are looking for new sounds in an industry that has been flooded with auto-tune, dull ballads and stale topics. While music legends are staging comebacks; newcomers are topping the charts. Lady Gaga is currently the third person in Billboard history to have three number one singles off a debut album; Jonas Brothers, Miley Cyrus, and Taylor Swift are selling out stadiums, and American Idol is making chart topping music stars overnight.
Other Sources
Music fans no longer have to buy a magazine to obtain music news. Since monthly magazines run on three to four month lead time, the internet keeps reader up to date by the minute while magazines are planning issues months from now.
Also, a journalist's review no longer influences music buyers now that music is readily available even before its scheduled, which also places a hindrance on the industry itself, and blog reviews are written by trusted everyday consumers. Social networks and file sharing sites are examples of how music is distributed online untracked.
R.I.P.'s to the Year’s Most Popular Entertainment Magazines
VIBE – Created in 1992 by Quincy Jones, the magazine was one of the first magazines to focus on the peak of Hip Hop culture and urban media. The magazine closed due to the decline of ad sales and readership.
Blender – Blender made waves in 2001 covering all genres of the music industry. However; as ad sales continued to decline, Blender was forced to close despite of their subscription numbers.
CosmoGirl – Hearst created CosmoGirl in 1999 during the height of teen magazines. However, when teens found more interest in the internet, the publishing company decided that CosmoGirl was one teen magazine too many.
Although there are sure to be more magazines in danger of folding, the only way for print to survive is to embrace the internet and technology. Hopefully music magazines will find a way to stay afloat during the plight of ad revenue sales.
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