How NME broke the golden rule of market segmentation

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Following plans to transform established music magazine NME into a free title, marketers should consider the implications of their brand strategy.

NME, an abbreviation of New Musical Express, has been an iconic publication at the forefront of the UK music scene since 1952. The decision was made in the midst of a sales crisis with circulation once at 300,000 now down to a mere 15,000. If printed circulation is the yardstick, the glory years are well and truly over.
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