James, our Media Director, takes a look at the relaunch of NME…

NME has relaunched as a bi-monthly global magazine five years after it closed. Originally distributed as a free title in 2015 with a circulation of 300k, reverting to being a paid for title saw circulation drop to just 15k in 2018.

With the ever-increasing content delivered by digital platforms you may ask why the relaunch? But the simple answer is because there’s a demand for it from a core audience still wanting to engage with print media.

According to Holly Bishop, Chief Operating & Commercial Officer of NME Networks – “Our new global magazine will curate the very best of NME; championing emerging artists and bands and serving as the definitive voice in pop culture.”

Print media still has a hugely important role to play even with circs decreasing generally over the last few years, and with the relaunch of this iconic title this is case in point.

NME won’t be chasing newsstand and advertising sales, instead focusing on a more audience-centric approach. The magazine will ‘cater to NME’s superfans and immortalize the music industry in a way that only print can’. This will enable advertisers to communicate with a highly engaged core audience.

This however isn’t something new, yes we’ve seen print circulations drop over the last five to ten years due to increased digital consumption but the fact remains that there is a core audience that actively choose to consume content via print, and when a print audience does, this only enhances a brands recognition. We view things less passively and dwell time is far higher via print.

The July/August issue of NME magazine has exclusive worldwide availability through music retailer Dawsons and has already sold out!

Credit: James Thompson, Media Director