Radiohead’s pay what you wish strategy for their latest album isn’t just influencing other bands. It’s carrying over into the world of tangible media. One of my fav publications Paste magazine recently started offering pay what you wish subscriptions and now Premier Guitar magazine is following suit.
Regular annual subscriptions to Premier had cost $14.95 and online content has been free. The magazine, which bills itself as a monthly for “serious and accomplished guitarists,” also created a social network for guitarists this year. The pay what you wish subscriptions will be offered to the magazine's 15,000 current subscribers and to non-subscribers, according to Folio.
“What we’re looking to do is create exposure for a relatively new magazine,” says Peter Sprague, president of Premier parent Gearhead Communications.