Starting Own Publication With Baby Boomer Appeal

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NEW YORK (AdAge.com) -- The editor of Spin magazine said he is leaving the Miller Publishing music magazine in March to start a new music title with a former Spin publisher.

Alan Light, who was formerly the editor in chief of Spin sibling Vibe, is joining ex-Spin publisher John Rollins to start a new title that is believed to will focus on the older edge of the rock-fan demographic.

"I don't want to talk much about it," Mr. Light said about the new venture. "Now is when we get our presentation together."

He offered no details, other than to say "obviously it is sufficiently not competitive with Spin and Vibe that everyone here is permitting us to be able to go and do it."

The new title may focus on artists such as Bob Dylan and Paul Simon, who are covered only sporadically by the likes of Rolling Stone and Spin, but are still popular with baby boomers, a more upscale audience that may be of interest to advertisers.

But music-related magazines in the U.S. have had a tough go of it lately. Last year Spin's ad pages fell 20.5%; Rolling Stone's were down 19.4%. There's also increased competition niche titles such as Dennis Publishing's Blender, which entered the fray last year.

Mr. Light said he and Mr. Rollins had not yet presented the idea for the new magazine to potential backers yet.

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