A new football magazine is attempting to revolutionise the way it makes money – by letting customers decide how much they want to pay for it.
The Blizzard, which launched its first issue this month, has taken inspiration from the pay-what-you-like system Radiohead brought to prominence with the 2007 release of ‘In Rainbows’, and has so far been successful. Just hours after ‘Issue Zero’ launched, with no publicity or advertising, it had already made “a few thousand” pounds in sales from downloads alone.
The quarterly magazine-cum-book, which features contributions from top football journalists and authors from the likes of the Guardian, the Times and other publications across the world, is aiming to “provide a platform for top-class writers from across the globe to enjoy the space and the freedom to write what they like about the football stories that matter to them”.
Editor Jonathan Wilson told the Drum that he found many writers who wanted to “break the shackles” of the mainstream football writing culture, and that “the joy of writing what they wanted and was important outweighed the desire to be paid”.
Profits are not a priority for Wilson, either. “The priority is the product rather than profit, so we will not go chasing readers; the aim, rather, is to remain true to our ethos and to provide an alternative to that which already exists,” he says.
The team has also embraced the internet by offering two versions of the publication – a downloadable .pdf file, or a fully-published physical copy – sure to appeal to both tablet-owners and print aficionados equally.
(Source: The Drum)