When news hit on March 7 that NME was axing its print edition after 66 years, there was an outpouring of emotion across the internet. Among readers, journalists and musicians, there was genuine sadness about the music magazine's demise, but also frustration that the once-revered title had in recent years lost its way.
It's tempting to conclude that any weekly music magazine is doomed to failure in the era of social media and streaming wars, as these technologies have marked a shift in the way people consume and discuss music, and in how musicians connect to their fans. However, the success of Kerrang!, which is now the only remaining British music weekly title, proves that there is more to the story. So why did NME fail while Kerrang! still thrives?
NME magazine launched in 1952 and at its height was the pride of Britain's music press. Its journalism was bold and forward-thinking, which is what made it so beloved of fans and performers for many decades. Jackie Collins, a musician from the Missy Nelson Band, laments its closure. "We get NME every week and it's irreplaceable," she says. "It increased my musical knowledge tenfold over the years and introduced us to so many performers."
Other commentators felt that the closure of the print magazine was inevitable (the title will continue online). "NME did everything it could to keep the print edition alive, but its end is sadly inevitable," says broadcaster and media consultant Alan Cross. "When paid circulation dropped below 20,000, it was bad. And when they went to the free model in September 2015, you had the feeling that it was circling the drain. In the old days of print music media, the pages were filled with ads from record labels. When music sales cratered, that revenue lifeline dried up. Whether NME can make a successful transition to an all-online entity remains to be seen."
On the surface, NME appears to be a victim of the modern publishing era. Commercial pressures led to an over-reliance on advertorials and sponsored content. It also began promoting middle-of-the-road musicians that its editors would once never have given the time of day to. Some readers were unimpressed by these decisions, which affected the magazine's credibility as an authentic source of music expertise. It was difficult to know what the magazine stood for and who it aimed to please.
Catie Dear, client team lead at media agency the7stars, predicted NME's plight in 2015 when it became a freesheet. "Unfortunately NME was late to the free market," she says now. "Whilst it was a big step for the then-IPC [which owned NME], it felt that by that point the paid-for print circulation had seen such a decline that no one was waiting for a free NME - neither consumer or brands."
After becoming a freesheet, NME poured resources into its website, but it was a messy, cluttered affair that did little to boost the magazine.
While NME was sinking into oblivion, however, Kerrang! was thriving. The magazine, which launched in 1981, overtook NME's readership in 2006, by which time it had established itself as the influential voice of metal and hard rock. On Wednesday, its editors unveiled a redesign of the magazine and increased its pagination. They also announced that it had expanded its editorial team and was planning to open a US office. These new developments were made possible by investment from its owners, Wasted Talent Ltd.
So how has Kerrang! succeeded where NME couldn't? One reason is its willingness to embrace change, both technological and cultural. Another is its ability to zone in on emerging trends. Its focus on cross-promotion began in the 90s with the Kerrang Awards and later included a radio station, satellite channel and strong social media presence. These innovations further strengthened its brand. Importantly, it never veered too far away from its mission to satisfy fans of metal and hard rock. Of course, there were grumblings from old-school metal fans about the magazine giving prominent coverage to emo, metalcore and other trends, but it wasn't enough to significantly dent sales. In fact, the magazine became more commercially successful than ever.
Although Kerrang!'s website has seen highs and lows, it has been successful in driving sales to its print edition. The website not only let readers catch up on news that broke between print editions, but allowed them to buy merchandise, check tour dates and watch videos. This approach was rewarded with strong brand loyalty from its audience. It's not that NME didn't try this as well, but it never managed to nail the crucial balance between print and web.
Still, NME will live on as a digital-only title and with renewed effort and investment in its channels, perhaps the brand will be able to attract new audiences - and keep them.
Correction: This article originally stated the NME was launched in 1953. It launched in 1952.
This article was originally published by WIRED UK
