Bauer’s new monthly magazine, a companion to the DAB radio station of the same name, finally launched this month with a very nice cover, a reflective silver effect front and back featuring the Motörhead ‘Snaggletooth’ logo. With former Kerrang! editor Phil Alexander in charge, and with several writers known to music mag readers contributing, this is a top quality publication as expected. It is clear Bauer have indeed sunk a lot of time, effort (and money) into its launch.
So what do you get for your fiver (cover price)? No covermount CD (though they may issue one occasionally in future issues), but the expected mix of in-depth features on classic rock bands (Aerosmith and indeed, Motörhead feature in the launch issue, with an extensive interview with sole surviving member of the ‘classic’ ‘Head line-up ‘Fast’ Eddie Clarke taking several pages); a staggering TEN pages devoted to Def Leppard and the convoluted process behind the making of their seminal ‘Hysteria’ album, excellent pictorial content, reviews of the latest albums and live shows, and a few more offbeat features – for example The Hairy Bikers quiz Blackberry Smoke’s Charlie Starr about his favourite foods. Another Planet Rock presenter (Alice Cooper) is also featured, with an anecdote about how he, John Lennon, Harry Nilsson and Micky Dolenz of the Monkees were persuaded to pose for a photo with Canadian singer Anne Murray, who was known more for middle-of-the-road pop than hard livin’ rock ‘n’ roll!
In addition, the magazine provides a run-down of gigs in the upcoming month that Planet Rock readers/listeners should be interested in attending.
The magazine is a very good read, but you will forget it is a new publication because the style, the layout and overall ‘feel’ of this magazine apes the long-standing Classic Rock magazine almost exactly. The impression is that of Bauer (a large multimedia concern) parking their tanks on the lawn occupied exclusively by Classic Rock until now. There has been a lot of effort put into this publication – it hasn’t just been thrown together – and that suggests they’ve been planning this for a long time, even before CR’s publishers Team Rock went under at the end of 2016, with the magazine only rescued from closure by previous owners Future Publishing. Bauer are a much bigger operation than Future or Team Rock, and they must have eyed the healthy circulation of Classic Rock with some envy. Bauer have also recently disposed of weekly mag Kerrang! after having published it for around two decades; I’m no media analyst but the demographic of older rock music fans who still spend money on gigs and albums, is one that must have been more appealing to Bauer than the transient readership of Kerrang!
This is however a niche market; the people who buy albums on physical format still and travel to see gigs are by and large the same people who were doing so 20, 30 years ago. Newer bands are noticing that the people who come out to see them are in many cases considerably older than themselves; they won’t mind who comes out to see them as long as somebody does, of course, but it does make me think (as one of these older fans!) whether there’s longevity in this business for say, Joanne Shaw Taylor when her fans are in many cases twenty years older than she is. There is just one national radio station devoted to this kind of music (and it was a struggle to get that, much less keep it on-air!) and I cannot see how the market can sustain two printed publications covering pretty much the same ground, classic rock bands of the past alongside newer bands who fit in with the genre’s overall sound and style. (Not to mention the independent Rock Candy magazine which has also recently launched, but that focuses exclusively on bands of yesteryear.)
I can only conclude that Bauer are aiming to ’embrace, extend, extinguish’ the existing publication then; they are putting a great deal of resource into this magazine and if it does steal readers from Classic Rock, it is inevitable that Classic Rock magazine will either fold or be swallowed up by Bauer, ultimately being ‘merged’ into the Planet Rock brand.
All that said – is the Planet Rock magazine worth checking out? Absolutely, if you like this kind of music and are a listener to the station, you will find much to enjoy in the accompanying magazine. I do predict that within a year, this magazine will be the only one available on the newsstand for fans of classic rock music, though.