• Folio, Sunday, August 2, 2009 9:57 PM

Alternative Press, a relatively obscure music magazine, is appearing in Wal-Mart stores across the U.S. this summer. The publisher has partnered with Sony's RED distribution group to produce a one-off title called Summer of Rock, which includes a CD featuring music from 20 bands. The publication is distributed via Wal-Mart.

How did they pull it off? RED approached Wal-Mart this year about doing its special summer music guide with editorial produced exclusively by AP. (In the past, several magazines contributed to the RED summer project.) RED took care of production, manufacturing and working with Wal-Mart. The indie mag's job is to push the guide in its regular magazine, on its Web site and on Twitter to get fans to go into Wal-Mart and buy it.

In addition to the CD, the 56-page publication features guitar picks, stickers and collectible cards. AP produced four different covers featuring four bands. More than 39,100 copies of the Summer of Rock has been distributed to Wal-Mart stores. As of last week, the issue has sold 7,656 copies.

Read the whole story at Folio »