Product
Making Music: Better Living Through Recreational Music Making. A bi-monthly, 40-page glossy consumer magazine and Web site for the recreational music market, with a circulation of 40,000 per issue.

Objective
Bentley-Hall's long experience in the music industry (producing The International Musician magazine and working with instrument manufacturers such as Yamaha and Roland) revealed the existence of a marketing niche comprised of adult amateur musicians for whom no popular consumer or lifestyle magazine had been produced. The objective was to produce a magazine and Web site for these musicians that communicated the healthful benefits of learning and playing a musical instrument; that bonded them into a community; that communicated music education techniques; and that highlighted products designed for their niche market.

Method
Bentley-Hall explored producing a magazine for this market via extensive demographic research, collaboration with instrument manufacturers and vendors (particularly NAMM in Carlsbad, California), and contact with experts in the fields of Recreational Music Making and Music and Wellness. Research yielded a magazine aimed at beginner or intermediate musicians across all musical genres, aged 50 to 70. This demographic is a growing focus of the musical retail industry, which recognizes increasing numbers of Americans are entering their golden years with discretionary income to spend on their hobbies. Bentley-Hall created several departments in the magazine. Feature articles explore the lifestyle benefits of playing music as an adult, and profile famous older musicians; “Tuned In” presents products designed for the amateur player; “Vibes” explains the latest research into music and health; and “Forte” is comprised of short instructional pieces. In addition, “Harmony” presents a question for readers to respond to as a way to build community, complemented by the Web site’s extensive bulletin board. Marketing for Making Music drew on channels developed through Bentley-Hall's relationships within the music industry, as well as those with existing clients that serve a similar demographic, such as Buick and Carnival Cruise Lines. In addition, Bentley-Hall sought active sponsorship and advertising opportunities both within and outside the music retail industry.

Results
• An entirely new magazine and Web site for a hitherto neglected niche market, recreational music makers from 50 to 70 years old.

• Articles are researched and written on a variety of subjects of interest to adult music makers, and guest writers already writing to this audience are solicited for their input.

• Experts in the field of Music and Wellness establish relationships with Bentley-Hall to develop articles on the health benefits of making music as an adult.

• Collaboration with the music retail industry promotes existing Recreational Music Making programs.

• A complementary Web site builds a community of amateur music makers and assists with marketing goals for the magazine.

• A vigorous advertising strategy draws on Bentley-Hall's experience within the music retail industry and with industries that serve a similar demographic.

• New marketing channels have been opened outside those already used by the music retail industry.