Start the Presses! Print Media Is Not Dead

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Popular Pro Audio Publication Tape Op Reports Record Growth in Their PRINT Circulation

Publisher John Baccigaluppi says, "From the beginning, Tape Op’s circulation strategy has been to target the individual end user and reader, and focus on our subscription base.

At a time when print media is considered dead or on the decline, Tape Op Magazine’s circulation has increased from 42,500 to 45,000 qualified readers in 2015. Tape Op, an independently owned publication is beloved in pro audio circles because it is known as “the creative music recording magazine” with a very clear mission: Tape Op is about learning how to make great recordings with whatever tools you have access to.

Publisher John Baccigaluppi says, "From the beginning, Tape Op’s circulation strategy has been to target the individual end user and reader, and focus on our subscription base. While we are confident that print media remains vital and the best value for advertisers, newsstand sales and traditional print distribution are fading and inefficient. With our coordinated online and social media presence tied into the print edition of Tape Op, it's allowed us to grow our highly targeted subscriber base to over 45,000 subscribers who we can directly interact with and respond to."

Tape Op Magazine began as a ‘zine in 1996 and has grown to a bi-monthly magazine with 45,000 subscribers of its print edition and 70,000 of its downloadable digital version – the largest readership of any music recording magazine in the world. Tape Op is owned and run by two studio owner/producer/engineers, Larry Crane and John Baccigaluppi, and its contributors include active recordists across the world. Tape Op is focused on learning how to make great recordings with whatever tools the user has access to, and the magazine’s “real life” tone holds true, as it’s written by recording engineers for recording engineers. Through long form interviews, gear reviews, and varying thoughts and opinions, Tape Op encourages creativity and innovation while celebrating the art of recording music.

“In this era of media overload I think people appreciate authenticity. John and I are the owners of Tape Op, there is not a corporate umbrella over us and we are able to operate independently. We're not solely journalists, we're active engineers and producers writing about what we do everyday,” Editor and Founder Crane shares. “I think all of this contributes to the large and loyal readership the magazine has developed. Readers regularly post photos when they get their new issue… We love that!”

It is not just readers happy with Tape Op. Their advertisers are quick to sing their praises. “Adam Audio has kept our advertising package with Tape Op because we see real results from appearing in this publication. They do a great job of covering old and new technology and showing that each has value in the studio," said David Hetrick, the speaker manufacturer’s North American CEO.

So deep is the abiding love for Tape Op Magazine that Oregon-based Fort George Brewing announced in April that they have created a special brew, Overdub IPA, in the magazine’s honor. “A good beer is like a good sound recording,” a spokesman for the company theorizes. “It is balanced and pristine. Soft and subdued when it needs to be and in your face and crankin’ when it must!”

For more information about Tape Op Magazine visit them online at: tapeop.com

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Marsha Vdovin
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