Times Not Yet A-Changin' For CD Giveaways

Patrick Goldstein's Tuesday column was killed by the Los Angeles Times, though LAObserved.com snagged a copy, and in it Goldstein suggested that the Times follow the lead of the U.K. Mail on Sunday, which recently included copies of the new Prince CD in its Sunday edition. Circulation hit 2.9 million.
His argument is rock solid: Newspapers need to attract readers; so called "heritage" artists are looking for new ways to get music into the hands of consumers; partnerships would help save the paper from compromises such as front-page ads.
But what he proposes is getting music from "heritage" artists, or presumably ones he likes: Elvis Costello, Beck, Ryan Adams, Ry Cooder, Lucinda Williams and Steve Earle. His mistake? Prince was a superstar and remains a person of interest to millions. On top of that, he is an intelligent free agent willing to turn his back on the old-fashioned machine.
What Goldstein doesn't appear to realize is that all but one of the artists he lists, Earle, have comfortable deals with major labels. Recording costs are picked up, they get artistic freedom and they have a marketing partner in the label. Unlike Prince, none of them were ever superstars.
In Los Angeles, an empire built on hype, the albums that the L.A. Times should be including
in Sunday editions need to have mainstream appeal and a marketing tie-in. The hip factor is not necessarily who is on the disc, just the existence of free entertainment.
Disney should be on the horn with the Times suggesting a "High School Musical 2" sampler or a single from Hillary Duff; producers and performers from a small film like "Once," which has built an audience slowly, should be looking into what it can do to drive more soundtrack sales and box office.
Newspapers have to supply something that a good percentage of its readers might want; that means "American Idol" finalists,superstars of the past and the kid that your kids watch on TV.Katharine McPhee, Mick Jagger and Raven - Sunday could be made for you.
Prince got his CD in the paper to coincide with him playing 21 days in a newly christened venue. It's about keeping his name out there. Finding another artist of his stature willing and capable of going that route will be tough.
If Elton John moved his Red Piano show from Las Vegas to another city, a giveaway would be smart. Cheap Trick is playing the Hollywood Bowl and pretending to be the Beatles so why not reacquaint people with their catalog? And wouldn't it be marvelous if Esa-Pekka Salonen and the Los Angeles Philharmonic created a send-off disc when he departs the podium next year? Talk about an item that would have people talking across the country and Europe.
The guy that would be the best fit, considering the demographic of current newspaper readers, is reportedly checking out his recording options. James Taylor - who has not signed with Starbucks' Hear Music. A new album from JT. Free. That would be a coup.

Comments

[Marc Cohen]

Goldstein in right and the cat is out of the bag. It might not be the LA Times but I predict that very soon we will see a major daily (NY Post?) give away CDs with the paper.

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