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April 06, 2008

Billboard: Music magazine dead pool...'labels are taking their ad dollars to the Web'

Reuters | Read Full Story >

The closures of the two magazines might also reflect larger trends for indie labels promoting triple A and alt-country acts. “In the last 18 months, our focus has begun to shift away from print ads and towards online and TV advertising,” Biondolillo says. Other labels have sought alternative print publications for advertising: Wittman says that Redeye and Yep Roc’s full page ads will now appear in Filter magazine.

Still, some are taking this opportunity to question the value of print ads in general. Sean Hoess, co-founder of Velour Recordings, home of such artists as Kaki King and Sonya Kitchell, says, “When you look at the cost of print ads versus the cost of online ads, it’s doubtful whether buying print ads will continue to make sense for indies. And with these two magazines folding, I’m pretty sure I’m not the only one coming to this conclusion.”

Many labels are taking their ad dollars to the Web. New West Records co-founder/president Cameron Strang says that in the past five years, “the Internet has become much more important for us. We now have staff members dedicated to growing our online presence, and the social networking sites and blogs are a big part of our outreach strategy.”


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