The December 2018 issue of Jazz Journal was the last print
edition after 70 years. We are constantly hearing about the hardships of print
in the face of the online world, but your local WH Smiths has hundreds of
magazines on the shelves, presumably selling in quantities good enough to keep
going. So why did Jazz Journal fail and what lessons can we draw from it for
the wider print world.
To jump off the shelves a magazine needs a certain amount of
kerb appeal, something to engage the casual reader and prompt an impulse
purchase. Compare Jazz Journal’s gloomy often black & white images and
subdued colours to the big bright glossy images of its nearest competitor, Jazzwise,
and other niche music titles all shouting their wares and it seems almost
designed to sit on the racks. I recognise this was a cost issue as was the
cheaper paper stock, and the frankly skimpy page count, but no attempt seemed
to be made to make the magazine attractive to anyone other than the committed reader
seeking it out.
It’s worth comparing Jazz Journal to another niche music
magazine, albeit one catering to a different audience that has adapted and certainly
appears to be thriving, Fireworks - Rock and Metal. This started in 2000, and having bounced between monthly and bi monthly the publishers settled on a
quarterly magazine sometime ago. Since then the magazine has grown to 150
pages, and a cd with mp3 and PDF files on it. Plenty enough to read for three
months. As many of these types of magazines are part time ventures this takes
away the pressure of deadlines or providing a news service, leaving space for
articles, interviews and reviews to stretch out. The magazine title has
shifted, the original Fireworks is a very obscure album title reference, and the
original strap line “The Melodic Rock Magazine” (a niche within a niche) has
been replaced with the current on "Rock and Metal" being larger than the title,
beating its potential audience over the head with the message. Better covers,
better design, better writing as well, make the magazine an attractive proposition
both on the rack and leafing through it.
Jazz Journal stayed rooted in 1966, appealing to a long-term
core readership that dwindled with each passing year. Recent attempts to update
were too little too late and met with vitriol from the readers. The casual Jazz
listener, me, found nothing in it except complaints about change, and nostalgia
for the way things were. In the end unwillingness to compromise with the
audience killed it. Oddly with the resurgence in Jazz over the last year or so the market for a Mojo style legacy magazine covering
Jazz is probably larger than ever, and Jazz Journal could easily have become
that, republishing material from its past in much the same way as Uncut
exploits the Melody Maker archive.
The importance of an online presence to back up the print
edition can’t be overstated. Fireworks works with the Rocktopia website, adding unique content
to the site, which also acts as a news resource for the magazine. That coupled
with an active, colourful social media presence, and being active in the online
community means the print magazine is always reaching out to its audience. Jazz
Journal’s sporadic mostly text only tweets and Facebook posts are another light
under bushel moment.
It sounds like I’m being harsh on a magazine with a long and
distinguished run, but it’s the market that decides who survives, and it has
delivered a judgement on Jazz Journal. The message is clearly; adapt and
survive, stagnate and fail.
No comments:
Post a Comment