63 years since launch, iconic music magazine NME is to ditch its £2.50 cover price and be given away for free as the brand undergoes what publisher Time Inc. UK is describing as a “major transformation”.
From 18 September more than 300,000 copies of the weekly magazine, which launched in 1952, will be distributed nationally through stations, universities and retail partners, as it looks to “dramatically increase” its content output and range.
Time Inc. UK has also said that the transformation will include an expansion in live events, more video franchises and greater engagement with users on social platforms.
The move follows in the footsteps of Time Out, Vice and ShortList, which are all freely distributed and have successful business models.
“This famous 63 year-old brand was an early leader in digital and has been growing its global audience successfully for the best part of 20 years,” said Marcus Rich, CEO of Time Inc UK.
“It has been able to do so because music is such an important passion and now is the right time to invest in bringing NME to an even bigger community for our commercial partners.”
NME currently has a combined print and digital audience of 15,400; however, the title has seen its audience drop steadily over the last few decades, with print circulation alone at almost 105,000 in 1986.
However, Mike Williams, editor of NME, said that the need for a greater focus on digital doesn’t mean that print has to be left behind entirely.
“NME is already a major player and massive influencer in the music space, but with this transformation we’ll be bigger, stronger and more influential than ever before,” he said.
“Every media brand is on a journey into a digital future. That doesn’t mean leaving print behind, but it does mean that print has to change, so I’m incredibly excited by the role it will now play as part of the new NME.
“The future is an exciting place, and NME just kicked the door down.”
