Magnet attracts a second chance

Given the hard times that have hit the music and publishing industries in recent years, it wasn't so shocking when Magnet, the national indie-rock magazine based in Philadelphia, put out what looked like its final print issue in 2008 and became a Web-only publication.

"The music industry was in the toilet, and we were able to weather that," says Magnet editor Eric T. Miller, who in 1993 cofounded the magazine. (John Cusack was reading it in publicity shots for the 2000 movie adaptation of Nick Hornby's "High Fidelity.")

"And then the magazine industry was in the toilet, and we were able to weather that -- for a while." And then, in 2008, the economy crashed.

At the same time, Kimberly Merritt, Magnet's art director and Miller's wife, experienced health problems that left her unable to work.

"You're able to weather 90 things going wrong," said Miller, 40, "but 100 things?"

In a shrinking market where online music sites and blogs such as Pitchfork and Stereogum have thrived while traditional media such as Spin (now a bimonthly magazine), Paste (Web-only), and Blender (out of business) have struggled, Magnet seemed headed for a depressing denouement.

Miller doubted he would ever again hold a fresh copy of the magazine, which featured stylish alt-rockers Urge Overkill on its first cover and had established itself as a sharp, authoritative voice.

And this month, another, with the reunited "classic lineup" of Guided by Voices. In December, they will get a year-end issue proclaiming the debut by the young British band Yuck as album of the year.

While maintaining a daily Web presence (www.magnet magazine.com), Magnet is again a monthly, bucking an industry trend. And it is eliciting elation from loyal readers, such as Michael Mongillo of Meridien, Conn., who wrote in a letter: "I'm thrilled that Magnet is back in print. And twelve times a year. Even awesomer!"

Magnet is back in print because of publisher Alex Mulcahy, owner of Red Flag Media, which also puts out the environmentally conscious Grid and headbangers monthly Decibel, edited by metal authority Albert Mudrian.

"It couldn't be a better time" to relaunch Magnet, Mulcahy said. "There's a vacuum. I don't think people want to read music magazines any less. I still think it's an important way to find new music -- having a curated magazine that's cohesive, that matches your sensibilities."

Mulcahy felt just as strongly in 2010, when Red Flag launched Cowbell, a monthly that employed many longtime Magnet writers who are now again writing for Magnet.

With Cowbell struggling, Mulcahy consulted with Miller this summer. It dawned on them that it might not be quite so hard to restart a magazine, particularly one with Magnet's brand recognition and subscriber base.

"It all happened very fast," Miller said. "I'm very excited to be doing it again."

The magazine, $5 an issue or $25 a year, has 10,000 subscribers and publishes 25,000 additional copies, including a small number free for customers of record stores outside the Philadelphia area.