First issues of high-quality magazine to be almost ad free. (PRWEB) February 16, 2007 -- After a year and a half hiatus, the Southern California music and culture magazine Music Matters has returned to the free magazine racks with a special surprise for its avid followers - almost no ads. As part of the magazine's new business model, the first issues of the all-color, gloss-print magazine will be completely comprised of the high-quality photos and offbeat articles that has made Music Matters a must-read for Southern California music lovers.

"The idea is to eventually attract just a few large sponsors so we can keep the magazine focused on what it's supposed to - the great music and art of the Socal scene," says publisher Greg Passmore. That's a bold move in an industry that only thrives by planting advertisements around and even into its editorial content.

But despite Music Matter's brazen move, Passmore believes the magazine will prosper - even grow beyond its local roots and onto the national scene. "No matter where you are, people really love the music from Southern California. We've had interest in the magazine from as far away as South Africa," says Passmore. " And although we only print around 5,000 copies right now, there are usually people ready to take them right off the truck, right after they are printed. We aim to double the circulation very soon."

As part of the magazine's new marketing strategy, extra issues will be printed and given away at high profile events such as the South by Southwest and Coachella music festivals. Other promotions include working with San Diego radio station 94.9 and giving away issues at local art and music events. "I think it is great that Music Matters specializes in the same music and culture that our listeners go for," says 94.9 Promotions Director Owen Salerno. "We started working with the magazine when it was SD Music Matters, when it only covered San Diego. I think it is a good thing it expanded its scope to all of Southern California."

Looking at the latest issue of Music Matters, which features a cover story on +44, readers will notice a few other changes. Gone are the fashion section and several columns and the magazine will now publish six times a year instead of once a month. "We've really stripped-down to focus more on music," says editor Jen Hilbert. "We really strive to cover only the best stories in the Socal music scene."

The result is a stunningly visual publication with content that rivals any national music media. "It's really a testament to the scene here to have so many great bands come from one region," Hilbert says. Some of the acts Music Matters has covered include System of a Down, Flogging Molly, OKGo, Bad Religion, Pinback and Slightly Stoopid. The magazine also covers large regional events like Burning Man and Coachella and reviews concerts of national acts like Joan Jett and Public Enemy.

Music Matters Magazine publishes six times a year and is available for free at various outlets and special events in Southern California. The online version of the magazine can be viewed at www.sdmusicmatters.com. The magazine focuses on the music, art and culture of Southern California.

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