We Want Media

I am truly glad that Rolling Stone is trying to re-invent itself, to mature, to morph with the times. I like Rolling Stone, always have...

With that said, I don't think Rolling Stone would be serving themselves very well if they are using MySpace as any type of model.

They need to find out what the people (of the target audience) think. They need to get in the heads of kids and listeners, and out of the boardroom.

Evolve? Yes! MySpace? No.

This idea is long overdue - possibly no one felt passionate enough to advocate for this.

They should also consider expanding to create an online version of American Idol (similar to what Yahoo has done)

There is so much potential in music social networking - Rolling stone and Billboard and Variety should have exploited this concept years ago.

RE: "...so you can check Dad off the list." Nice description... Only eight words to sum up the state of the RS brand today. It'll be interesting to see if they can expand their demo with this thing... or if it's just gonna be full of us over 30 geezers. Cheers, chrisco

You are right about the 30 year and above part.

Even Myspace is growing to acquire more older users.

Perhaps with older users, they think users that will remain active for a longer while than the fickle young crowd?

You want your community? Fine, go off and have your day. But, shame and too sad that RS even has to bow the pressures of a generation of pampered, bored, over-fed. impatient and quick to move on to the next big thing when boredom has set in or the bright and shiny newness is no longer holding their attention.

I, personally, would rather see RS bow out with dignity and style and fold it up the show than cater to a bunch of whiny spoiled brats that are seen on practically every site you go to today. Demanding (virtual tantrums practically thick enough to be felt) everyone's attention using the only skills they were taught growing up on how to get their needs met: throwing a tantrum, only this time it's the virtual equivalent of "I'm going to hold my breath until you give me what I want" and throwing themselves on the virtual floor screaming, crying and making a fuss on community forum now playing on web 2.0 site

But what do I know. I don't watch American Idol. Oops, I'm sorry I don't watch any tv, if I can manage an hour perhaps one and a half tv hours per week of that swill the American tv viewing audience mindlessly, imho, watches just to keep peace in my relationship (by spending time w/my bf who apparently will need surgical removal to ever leave the tv) that is a lot of tv viewing. And, oops again! I am not into celebrity gossip. I know, can you imagine, what a witch I must be. Just sitting listening and enjoying music and books and the wealth of stuff you can learn for free on the internet!

Come on. Rolling Stone is a dying magazine. Blender is where it's at and much cooler. No one will join RS social networking pages except new bands to market themselves and music dorks who like to argue about which Belle and Sebastian song they like better.

Keith didn't mastermind Maxim either, he was just editor for a year and a half and was fired for poor decision making and bringing the magazine down to it's assumed stereotype. Since he left, Maxim has excelled well past where he left it in shambles.

Rolling Stone is not a music magazine, it's a "dying whale that has been harpooned so many times, but it just wont die." (Felix Dennis) Maybe someday, someone at Wenner Media will realize that and close up shop.

Rolling Stone should be careful not to diversify too much, for risk of losing their focus. I've bought Rolling Stone almost every week since I was in high school (I'm 24 now), and I will probably continue to read the magazine. Rolling Stone is not a representation of the youth culture, nor should it try to be. Like this article states, it is an authority figure within the industry.

Just like how the Grammy Awards are no longer thought (by many) to accurately represent the breadth and depth of artistry that deserves recognition every year or the youth market, Rolling Stone isn't "expected" to be comprehensive or youthful. It is a measurement of the zeitgeist, a way to see what has made its way into the American vernacular.

Rolling Stone is a highly respected brand, that does not need to cheapen itself by what will undoubtedly be seen as attempts to pander to changing social trends.

As long as there are sites like iTunes that effectively connect the masses with music and Shoutmouth.com, which already functions as a social network for those invested in music news, attempts by Rolling Stone to join the web 2.0 fray will come off clumsily.

I run a blog called 1to10reviews.com. What is a good way to contact you?

I actually visit Rolling Stone's site because I don't buy into the teeny-bopperish, ADD-targeted music/culture forums such as MySpace.com and Blender.I'm not saying that RS is any less of a picture book, but it offers substantial text and daresay, advanced vocabulary and ideas at times.

While the MySpace route may not be the way to go, Rolling Stone has been, and I believe, continues to be iconic. Its covers alone reflect the Zeitgeist of music and culture. The site can easily be sexed up a bit to be more user-friendly and easier on the eyes, but that's minor.

Or am I a 21-year-old with a 30+ mindset and in denial that RS is dead? It's possible. After all, I don't think I've ever heard a peer say "zeitgeist."

Rob:

Blender? It's Fader for the kids

Hi Andrea,

So glad you picked this up, and I think you captured the pain magazines like Rolling Stone are experiencing. We've covered you here:

http://www.digitalmusicnews.com/stories/041607rolling

paul resnikoff > founder > editor > digital music news (digitalmusicnews.com) > 310.928.1498

Hey David from 1to10Reviews: The best way to contact me is to leave your information in the comment and I will send you an e-mail.

Hey Paul, Thanks for picking up the story.

Whether or not a Rolling Stone social networking site is a good idea is debatable. The appeal of a DVD set of all 1,000 back issues of the magazine, is unfortunately, not. Would anyone seriously buy this? The only case I can imagine someone buying this thing is as a gift-- and it definitely falls into the category of one of those gifts no one actually wants or is ever going to use. They might as well include the gathered dust as part of the package.

A social network for music fans is a good idea in my opinion.