Warner music sing the gospel

Folio: The Magazine for Magazine Management, June 1, 1995 by Jenna Schnuer

As the music industry splinters into a multitude of niches, Warner Music Enterprises appears to be targeting each one. In the latest offering from the New York City-based company, WME is teaming with Nashville-based CCM Communications (publisher of CCM Magazine) to launch a publication this fall targeting the Christian music segment.

Christian Music Crossroads will target large numbers of music buyers in an attempt to build a genre-specific database. Each monthly issue (plus four specials) will come with a CD compilation. Initial circulation for the subscription-only title is expected to be 50,000.

The Recording Industry Association of America reports that only 3.3 percent, or $450 million, of the dollar volume for 1994 music sales went to Christian and gospel music. But Warner and CCM executives believe there is much room for growth. WME president Chris Linen claims that the market is understated by at least $300 million. And CCM president John Styll says that WME's marketing muscle will attract a more mainstream audience to the music.

Warner's other titles include New Country, Jazziz, BBC Music (classical) and buH (rock). The company is also planning a Latin-music title.