News - 06/07/2015

NME bets on advertising as it goes free in the UK

NME bets on advertising as it goes free in the UK

NME today announced a major shift in strategy which will see the magazine go from paid to free from September onwards, upping its circulation to 300k copies.

The move echoes that made by Time Out, which shifted its model from paid to free in 2012 for its London edition, and has now moved to the new model in New York as well (which may be taken as a sign that free is working for them).

The new NME will be distributed nationally through stations, universities and retail partners. The magazine's core interest will continue to be music but it will also include "film, fashion, television, politics, gaming and technology", to appeal to a broader audience. 

NME is an important and long-standing publication in the UK's music landscape, and has become an important music brand online as well. However, it has also attracted criticism for its narrow focus and its attitude towards bands that strayed outside of that focus.

The move could be seen as a new beginning for the publication and, since it will rely chiefly on advertising to function, it is likely that its coverage will become broader and more inclusive, which could be good news for both UK music lovers and bands. 

(Andrea Leonelli) 

 

 

 

 

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