Is Stereophile seeking a new reader demographic?


Does anyone else find this as odd, or amusing, as I do? I just received a subscription solicitation for Stereophile magazine offering me a "free MP3 auto adapter" if I subscribe for a year. The promotion includes a picture of a cheap 12-volt adapter intended to provide power to an MP3 player.

Two thoughts came immediately to my mind -- first, if I can afford any of the equipment being promoted (and "promoted" is, in my view, a polite description) in Stereophile, why would a $10.00 adapter be an incentive to subscribe? And second, Stereophile manages, in each and every issue, to say something nasty about compressed audio files. Why would they be pushing an MP3 adapter as a subscription premium?

Methinks the marketing and editorial departments ought to be talking to each other a bit more.
rdavwhitaker

Showing 2 responses by roundmoundofsound

I agree with Chadnliz that Stereophile needs to tone down anything political and stick to equipment and music. But as Jependleton states, I agree it is sometimes a fine line how do you attract new business (readers and buyers) without offending your existing clients. Stephen Mejias' new entry column as well as articles by Art Dudley on refurbishing old equipment hopefully will help to increase its readership. As for the non audio ads they have been listing lately (tool companies and Viagra come to mind) it takes ad revenue to sell the magazine not subscribers. Just think how much money in anticipated revenue they lost when just "Sound by Singer" dropped out not to mention other smaller profile advertisers. If a few off the wall ads help keep Stereophile publishing I say go for it. A wise old businessman once stated "Lead, follow, or get out of the way". I think Stereophile is just trying to market outside the box.

I think we can all agree that the more music lovers and audiophiles there are in the world the better it is for all of us!
Stop and think...the audiophile market is not growing at the rate retailers/manufacturer's want or need. So what better way to introduce newbies to audiophile-land than this type of offer. Hopefully as the person reads and hopefully follows what Stereophile preaches about better sound quality he/she will see the light. How many of us started out with those crappy 45 singles and 8 tracks? Could anything be worse than those?

I don't believe Stereophile is making this offer hoping to snag audiophiles. Personally I think it is a great idea!