Q relaunches for ‘iPod generation’
Q magazine is relaunching itself as a title that’s appropriate to the new generation of digital music fan.
The new issue offers readers an introduction to MP3 players and downloading from the Internet. It’s a strategy designed to reverse the title’s falling circulation.
Q Editor Paul Rees told The Guardian: “People swapped vinyl for CDs and we think that shift is about to happen again, transferring CD for digital. This is the iPod generation.”
The relaunched title promises to move away from slavish devotion to genres in favour of catering for a wide breadth of tastes, along with a “guide element”.
Readers can expect to find celebrity iPod Playlists, and comedian Al Murray this month burns his favourite 20 drinking songs. The Guardian reveals that each review has a ‘Like this? Buy this” section and bands name their favourite tracks after interviews.
Rees said: “We’re not saying the iPod is the only thing that exists, but I don’t think the advance of digital music is going to stop. It is only going to progress.”
Publishing house Emap is spending £600,000 promoting the relaunch with print, TV and online advertising.
The move also shows the fast rate-of-change that is taking place in the digital distribution market. Reports about the business of online music reflected an industry at its beginnings.
Now, Q’s relaunch, magazines like iPod User and clubs like London’s soon-to-launch Playlist reflect an industry that’s generating a new consumer vision, an industry-watcher said.