NME To Expand Digital Audience As Free Print Edition Closes

Every now and again, you’ll feel the need to rebrand your business to stay competitive and in line with changes in your particular industry – and it’s safe to say that in our ever-changing world, this is the only way to stay afloat. You’ve got to evolve or you’ll fade into obscurity… that’s practically a given.

It might seem scary to make such big changes to the way your business operates but you’ve got to take risks from time to time, or you’ll soon be overtaken by your competition.

Just look at the print industry as a prime example – brands are now having to change the way they operate… and all because of the advent of the internet. People now go online for content and players in the print industry will have to prioritise digital trends in the future.

Last week (March 7^th) has just seen iconic media brand NME close its free weekly print magazine, with the issue out on Friday set to be the final edition. Parent company Time Inc. UK has said that the brand will now be diverting investment towards its digital audience, with several new services due to launch.

These include NME Audio with two new music channels (NME 1 and NME 2) available on Regional DAB, the TuneIn App and on the NME.com website. But that’s not all – the brand will also be launching a new weekly franchise called The Big Read on its website that will replace the weekly cover star interview. These features will then be curated on a weekly basis and made available on the App Store.

Discussing the change, Time Inc. UK group managing director Paul Cheal said: “NME is one of the most iconic brands in British media and our move to free print has helped to propel the brand to its biggest ever audience on NME.com. The print reinvention has helped us to attract a range of cover stars that the previous paid-for magazine could only have dreamed of.

“At the same time, we have also faced increasing production costs and a very tough print advertising market. Unfortunately we have now reached a point where the free weekly magazine is no longer financially viable. It is in the digital space where effort and investment will focus to secure a strong future for this famous brand.”

If you do think you’ve reached the point where a rebrand is necessary, whether it’s to appeal to a new demographic, reengage with current customers or to make yourselves distinct from the competition, do bear in mind that it’s not always that easy to do and if not done properly could have a negative impact on your company.

To help it all go smoothly, first make sure you know exactly why you’re doing this and know exactly what you want to achieve. This will help you structure the rebrand more effectively and ensure you stay on track. If you’d like help in this regard, get in touch with Buckinghamshire creative agency Met One today.