• by Michael Shields , August 2, 2004

Rick LePage, president of the Mac publishing unit at International Data Group Publications (IDG), isn't sure what he has with Playlist, the company's soon-to-launch digital music magazine. Originally, speculation was that IDG was launching a magazine dedicated to covering the iPod, Apple's ubiquitous digital music player. But now, as the publication date for the planned stand-alone first issue looms, he isn't sure if it's too limiting.

"No one is doing landmark research on this," LePage said. "One of the things we wonder is, is [the iPod phenomenon] just [on] the coasts? We have to see what the market is like."

Playlistwill debut in September. At this point, it's the only issue planned (IDG typically runs one-off newsstand-only titles a few times a year), though LePage gave a strong indication that a second issue is likely to appear during the holidays.

"We are doing this not to launch a magazine, but to test the waters," he said. "We are trying to see, 'Is this a big enough idea?'"

If it takes off, Playlistmay not necessarily be all about iPods. LePage anticipates that providing information about other MP3 playing devices and software "is not a bad idea," particularly as Sony promises to make noise in the category. "There is enough excitement in this category," he added.

LePage knows that the digital music marketplace is still evolving, and that despite the iPod's stellar sales, there is room for newer, more powerful players to emerge armed with different technology. "My hope that this doesn't become a cult thing," he said. "It's still anybody's game. I don't want to get tagged to one horse."

To start, Playlist's editorial will be split 60/40 between technology- and music-driven content. The technology section of the book will cover the player itself, while not necessarily providing information on how to use the player or software faster, a 'la gaming magazines. Rather, they will help users navigate the group of companies that produce iPod accessories, as well as the growing landscape of legal and even free music-sharing sites.

"There are plenty of music magazines," he said. "We are not trying to be Rolling Stone or Spin."

Still, much of the content represents atypical IDG fare. The launch issues features a cover story on the band Wilco. There will be stories on music that is available only digitally, plus regular celebrity playlists and even music reviews.

Advertisers appear to be more confident than LePage is in Playlist's potential. "We have seen two times as much advertising [spending] as we expected," he said. LePage believes that the iPod demographic, hipster 20- to 30-somethings with a proclivity toward music and technology consumption are highly sought after. "Everyone wants to talk to these guys," he said. "The average selling price is $290. That is not an inexpensive product."