The Independent Magazine works as a derivative to those owned by a mainstream magazine company, utilising privatised teams and sources in order to publish their magazine and appeal to a specific chosen genre without the control of a mainstream publisher. Independent magazines differ from their mainstream counterparts in a multitude of ways, for example the usage of small independent teams of people that show hard-working dedication towards the quality involved with the publication and distribution of the magazine. Furthermore, the lack of funding from a mainstream source means Independent magazine companies need to rely upon audience interactivity and attention in order to receive sufficient funding for prolonged and successful publication. However this has proved a challenge in recent years as the overall sale of print-based magazines has declined significantly, and taken a more substantial presence amongst the online genre of media publication.
Independent Music Magazines are an example of a publication that has bucked this trend by maintaining both a successful online presence, and a sustainable form of its original Print subsidiary. Traditionally, Independent Music magazines successfully appealed to a world-wide audience, which can be attributed to the plethora of music genres they publicised and popularised, Thereby appealing to an almost limitless audience of people who may have had little to no ways of reading information on their favourite artists and new music news prior to the widespread use of online Media in the 2000s/2010s. However in recent years new methods, (such as subscriptions and online websites/articles) have been implemented by Independent companies in order to remain culturally relevant and to keep their print magazines economically viable for publishing in their allotted monthly or weekly time slots.
The Wire
The Wire is an independent music magazine service originally founded in 1982 by a London-based team. The magazine originally appealed to younger audiences interested in British Jazz scene following the departure of larger mainstream magazines such as the Melody Maker, although over time has widened its publications to other genres under the broad umbrella of non-mainstream and experimental music. The magazine has remained fairly popular amongst audiences into the era of the internet and online publications, although new methods have needed to be implemented in order to keep up with the developments of music media in the modern age.
Statistically speaking, music media companies across the world have suffered the steepest decline in viewership (upwards of 90%) over the past decade due to the widespread capabilities available to users online, leading to many competitors publishers going under or adapting to the new climate. The Wire has adapted to the modern media climate by promoting subscription and online-based services. These help the independent brand maintain financial buoyancy as subscriptions and the use of an online website ensure the company maintains a stable income from dedicated users subscribing to the brand and viewing its resources in other formats. Thereby allowing for the continuation of the printed magazines to audiences through these funds.
RnR
The RnR magazine is an independent brand founded in 1998 (originally under the alias of Rock'n'Reel) which specialises in extensive coverage of music idols and new releases within the modern music climate. RnR is an independently-run publication, relying on the skill and dedication of a small enthusiastic team who apply their skills in the sourcing, production and distribution of the RnR magazine. The magazine itself appeals to a wide audience within the music industry, as every issue offers new insight into upcoming artists and talent across a broad spectrum of music genres, supplying extra merchandise with every release to captivate viewer attention and value for money. ( these include items such as CDs, Demos, tapes and books on artists showcased in the magazine). This broader collection of Music sources creates a positive effect on sales for the magazine, increasing exposure and potential audiences from a range of music fans. Exposure and publicity is also aided by the success of international distributers such as in Germany, Sweden, South Africa, Australia and Hong Kong. Subsequently, a widespread international audience has been established and continues to fund further issues of the magazine outside of the traditionally local UK audiences.
Adaptations to the modern media climate have taken place however, as online services have become a significant feature of the RnR magazine's current successes. In recent years the publication company has established an extensive website alongside the standard bi-monthly magazine publication. The introduction of this website has helped maintain viewership and audience attention substantially as it offers a broad library of articles on music news and previous publications. A subscription based service was also introduced in recent years, offering subscribers a way to receive new copies of RnR to their doors. This service has helped the business maintain economic buoyancy through events such as the 2020 Pandemic and into the current era of media distribution by providing an extensive and reliable service that remains popular amongst a broad range of dedicated music audiences.
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