LiNKED — Summer 2008 - (Page 12)

12 | SOCIAL MEDIA “OUR READERSHIP IS LIVING IN ONLINE SPACE” Fans also can post photos of last night’s concert or share their own reviews. Gaston says a Spin staffer keeps on eye on the most recent postings. Only those that are commercial or have abusive language are removed. Photos are vetted and approved before posting. Participation from music lovers formally and informally also allows Spin to broaden its content offering. Gaston says that one complaint Spin heard was that some people perceived it as a New York-centric magazine focused on New York bands and concerts. So Spin listened. In addition to the fan community, it relies on a core group of 20 to 25 contributors to extend its reach to all corners of the country. From Athens, Georgia, to San Francisco, Spin’s online contributors keep track of the coolest local bands and hottest concerts to hit their scenes. College student Zack Newman has taken his contributions on the road with his online column, “Off He Goes: On the Road with Pearl Jam.” MySpace and SPIN Spin found a perfect partner in the online world—MySpace. Now, the music magazine and the mega-community where young people congregate are finding success in reciprocity. In Spin’s digital edition, it includes links and features that connect to a particular band’s MySpace page. In turn, the band or perhaps a fan of the band, link back to Spin on their pages. MySpace gives a portal into Spin, says Spin Interactive Director Peter Gaston. “It enables us to interact with readers more directly and it adds legitimacy to the MySpace music brand.” Another benefit to Spin is that the MySpace audience skews a little younger than the average Spin Magazine audience—so the MySpace connection increases readers of the publication online (one week after the print version hits newsstands) and the overall rate base for the magazine. LINKED SUMMER 2008

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LiNKED — Summer 2008

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