Musical instruments retailer Dolphin Music will launch a
quarterly magazine in September 2008 to increase customer loyalty
and reach a new audience. Music Planet will have a minimum
circulation of 40,000 per issue and additional penetration via an
online presence. It will feature gig reviews, venue guides,
product reviews, technique features and artist interviews
spanning a variety of genres and instruments. Dolphin will handle
advertising sales under the direction of newly appointed
marketing director Paul Harris. The editorial and publishing side
will be handled by Note Media, a customer publishing business
founded by former Music Tech Magazine editor Neil Worley.
The launch of the magazine is a key component in Dolphin Music’s
expansion strategy, Harris said: “Some copies will be
mailed out to existing and potential customers, while others will
be picked up by visitors to our stores in Liverpool, Huddersfield
and Gateshead.” Harris also confirmed that Dolphin Music
will unveil a mail order catalogue later this summer targeting
the education sector. With a print run of 35,000-40,000, the new
catalogue will feature a range of musical instruments, bundles
and deals specifically aimed at schools, music colleges and
universities.
Harris told Catalogue/e-business that by branching out to
catalogues and magazines, Dolphin Music is strengthening its
market position and becoming more relevant to its customer base.
“Regardless of the economic climate,” he noted,
“retailers in this sector need to be healthy, lean and have
a sound business model in order to survive and grow,” he
said referring to last month’s demise of rival musical
instruments retailer Sound Control.
Harris says Dolphin’s outlook for the rest of the year is
optimistic: “We can see plenty of opportunity for
profitable growth.”
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