Jockey Slut goes quarterly but beefs up web offering

Jockey Slut: ‘higher level of editorial content’

 

Alternative music monthly Jockey Slut is dropping its frequency to quarterly due to increased competition from the internet.

The move is part of a major shake-up designed to boost the presence of the Jockey Slut website and make the magazine’s print deadlines tie in with the main music events of the year.

Backed by substantial investment, the plans include an increased focus on www.jockeyslut.com, spin-off events and covermount albums.

The magazine will continue to feature cuttingedge music and highlights of each season’s releases and acts, but will now only go on sale in March, June, September and November.

Swinstead Publishing managing director Jon Swinstead said: “Information is so readily available now that some monthly titles struggle to be either relevant or considered. Daily, weekly, weekend supplements and online are far more suited.”

“We are taking a positive step forward in order to allow the brands to grow in the appropriate media and investing in them to ensure they achieve their vast potential within this brave new world.”

The company is hoping to increase the site’s profile overseas and feature more up to date music coverage on the web. As of 19 February, when the first quarterly edition of Jockey Slut goes on sale, the site will be updated on a daily basis instead of monthly.

The site will feature paid-for content such as music downloads as well as coverage in other fields such as fashion, music and areas of youth culture.

Swinstead said there was so much access to information, that it became useless by the time the magazine had hit the shelves. “We want to challenge that.

The frequency of the print executions will allow us to deliver a higher level of editorial content, with a greater planning period between each issue, while delivering daily and weekly information online. In addition, it will give us more time to develop the brand here in the UK and overseas,” he said.

The company also plans to promote the magazine through events in Europe, the UK and US, as well as via album releases, a record label and increased merchandise and broadcast opportunities.

The programme is due to begin in March with two events in the US as part of the annual Miami Winter Music Conference. A joint venture with MTV and Motorola will follow in London.

By Ruth Addicott

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