Though there have been countless news stories on the decline of newspaper advertising revenues and the impending doom of the industry, magazine ad sales have remained mostly steady. It seemed for awhile that they would be able to ward off any major competition from the web. Also, magazines often focus on niche topics — and therefore, niche advertising markets — making it much harder to track general trends in the industry.
But now we have word that the decreases in offline record sales are reverberating to music magazine revenues. “Ad pages for the three biggest music magazines slid 26% in the first quarter,” says Crain’s New York. “Jann Wenner’s Rolling Stone, the category’s iconic publication, saw a 33% drop, according to just-released numbers from Publishers Information Bureau.”
Because music listeners are now purchasing songs online, advertisers are migrating to the web. This makes sense for them, really, because online music offers an advantage over print magazines — impulse buys. If I see an album advertisement in a magazine, I have to have the impetus to leave my house or go to my computer to purchase the song. If I see an advertisement online, in a few click-throughs I can not only sample a song but then quickly follow up with a purchase.