"Lalalala We Can't Hear You," Say Music Magazines
So, major music magazines: are they in trouble or what? The music industry is driven by young influencers, who are some of the most tech-savvy people in the world, meaning they're turning away from print magazines in droves, if they haven't already. In addition to that, the majority of major music magazines are crap. Ad revenue at most of them plummeted in the first quarter: Blender's revenue was down 9%; Vibe's was down 19%; and Rolling Stone's was down 27% (Spin was up 27%, huzzah). But savvy managers like Blender publisher Ben Madden aren't concerned, because they know that you all turn to them when you want to real authentic info, man:
All the publishers insist that the Internet has increased their value to readers. "They need a credible guide," says Mr. Madden. "Nothing online can be that guide."
Correct. Sites like Pitchfork and Stereogum and (ad infinitum) are only momentary distractions; when true music fans need a real credible source of information about their favorite bands, they turn to the print version of Blender. Or Rolling Stone. Which is why you can hardly set foot in a Williamsburg indie show or a South Bronx hip hop concert without tripping over young, passionate music fans huddled in tight circles, grabbing for the shared copy of these magazines. Vibe, also.
FAN 1: Quite a musical performance, this is. Hey, let me hold your issue of Blender.
FAN 2: Only if you let me hold your issue of Vibe.
FAN 1: Okay, but you have to pass me your issue of Rolling Stone, as well.
FAN 2: Credible!
