New Rolling Stone editor plans to liven things up

The new editor of US music title Rolling Stone, Brit Ed Needham, has told the Media Guardian American magazines have become ‘bland’ because of publishers’ desire to please the advertisers and magazine retailers. Needham, a former FHM editor, said "If retailers feel covers are a bit too saucy or stories a bit too racy they might be nervous about stocking that particular issue. Likewise with advertisers. The more conservative ones, like the American automotive companies, are less likely to get involved with a magazine if they feel it doesn't reflect their own values." He feels publishers have given in too much to these demands, and that their magazines have suffered as a result. Talking about the relaunch of the American rock magazine he said: "It has always been quite academic and sober. But the demands on people's time are now so intense that magazines need to be a lot more aggressive about getting readers in and keeping them there. FHM has made that into a bit of an art form. It's busier and there are a lot of entry points on every page. I think Rolling Stone needs to add a bit more craft of that nature." Some in the US media worry Needham’s approach might damage Rolling Stone’s record for publishing thoughtful indepth features. But Needham is adamant he will “retain the magazine's tradition of authoritative music journalism but said there would be shorter articles and livelier layouts”.