Paste Magazine launched in 2003, covering music, film and culture in an insightful and intelligent way. According to its website, the independent publication seeks to be "the premier music magazine for people who still enjoy discovering new music, prize substance and songcraft over fads and manufactured attitude, and appreciate quality music across a broad stylistic spectrum."
Even in the face of financial collapse, Paste stayed true to its independent roots.
Saving Paste in the Midst of a Faltering Publishing Industry
On May 14, 2009, Paste editors sent an email to previous and current subscribers explaining that economic changes had forced the magazine to its financial breaking point. "The Campaign to Save Paste" asked fans to help the magazine financially or it would not be able to continue.
"Big-time investors are not 'in the game' right now—everyone who's subscribed, given a gift, or even read a story online or opened a newsletter," the email read. "It's all enabled us to make it this far. Now, we humbly ask you to consider giving a little more."
The Magazine's Readers Respond
There was no suggested minimum donation and no amount was considered too small. In exchange for their support, Paste offered readers exclusive tracks available on its website from over 120 participating artists, including The Decemberists, She & Him, Neko Case, Emmylou Harris, Indigo Girls and Matthew Sweet.
Editors also held random drawings that awarded donors signed R.E.M. posters and an ocean-view cabin on 2010's Cayamo cruise. The magazine also rewarded anyone that gave $350 or more with a lifetime subscription to the publication.
The magazine sent out another email that updated the status of the campaign on May 20, 2009. Paste's fans pulled through. The email stated that $148,000 had been donated in just under a week, enough to get the publication through the summer.
A Bold Move to Counteract Falling Ad Revenues
Rebecca Garcia, a Southern California-based editor and former publisher of a national magazine, thought Paste's move and innovative and daring.
"In tough economic times, while publications are folding left and right, for a publication to appeal to its readers instead of going away quietly is pretty revolutionary," Garcia said. "While most publications are struggling with financial support from advertisers, the most successful ones are going to find alternative ways to support themselves."
New alternatives to generating ad revenues can be frustrating to an industry that is used to the old way. Electronic advertising, such as through email and social networking platforms, can be harder to track via traditional matrices. On the plus side, Garcia noted, many nontraditional options for reaching new readers are relatively inexpensive and merit consideration.
There is also difficulty amongst advertisers that are unfamiliar in the new waters of electronic revenue. At times, they cannot predict the effectiveness of alternative ad campaigns. Many are unwilling to take on the risk that comes with the unknown.
Garcia predicts that flexible publications willing to try new ways to connect advertisers and subscribers will see results, but adds that whether those results are enough to keep the magazines afloat remains to be seen.
In Paste's case, being honest with readers and involving them in the magazine's success could be what seals its survival. "Paste's plea to readers has already seen some success, and by continuing a dialog with its readers, Paste has an opportunity to continue with its publication that it wouldn't otherwise have," Garcia said.
The Future of Paste Magazine
Though editors are still raising money to cover the $300,000 of debt Paste accumulated during the heaviest points of the ad slump, the campaign is working and they feel confident supporters will help them reach their goals.
To contribute to Paste's efforts, visit The Campaign to Save Paste. Paste supporters can download banners for their websites, get more information on what they can do to save the magazine and preview exclusive tracks available if they donate.
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