Editorial ~ 2008 March

This month we give our opinion on media for brass bands in Australia and New Zealand.

The Australian/New Zealand market for brass band products is a tough one.  Speak to anyone in the business of trying to earn a buck from brass bands and they will agree.

Most who establish successful businesses involving brass expand to include not only brass bands but the brass genre as a whole, for example, catering to those who play not only in brass bands but also concert bands, orchestras, schools and tertiary institutions, or as individuals.

It would seem that those who enter business relationships with their eyes wide open, realise that the brass band market is simply too small to sustain itself as a sole viable business entity.

So where does the future lie for brass band media Downunder given this underlying problem?

Certainly in the UK, The British Bandsman seems to be a successful print production, as does Brass Band World and The Brass Herald - the later a highly glossy, classy, quarterly magazine with a rich feature of extended articles appealing to the broader interest of brass players.

Characteristics of these magazines seem to be up-to-date on the spot unbiased reporting including news/articles/reviews, quality photography and journalism, a well-represented collection of regular advertisers, and a general acceptance by the producers of the need for change to suit the readers - not becoming complacent at any time.

The availability of information on the internet is, without doubt, a major variable in the equation.  4barsrest in the UK has established itself as the leader in the field of brass bands in terms of internet coverage.  What is particularly encouraging, though, is the fact that both internet and print media formats do co-exist in the UK, and often work closely together with mutual benefit.  The British Bandsman cover on the home page of this site is a great example.

With this in mind, there is potentially still a place for a print media production for brass bands, or more generally brass players, to cover both Australia and New Zealand - if the content, mix, open-minded communication and collaboration with other media is manipulated effectively in order take advantage of existing structures, and to cater for readers needs - a potential win-win situation for all.

Or is the brass band market Downunder just too small, and attitudes too apathetic?

What do you think?
Send an email to: du.comments@4barsrest.com

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