About magazines, and radio.
I was thinking about the use of it. You see, with radio and magazines you're reaching the broader side of the audience. On the other side, try to imagine what are the needs for the 'mainstream' audience. They surely don't have any need to hear techno on the radio. Only when they like to go out clubbing or so... Also most people who really like to buy mp3's are the people who play it in clubs, parties, or just for freaking out, like undeground music freaks always do... And if they like to know what's upcoming, they will know it through the usual info channels, that is the same we all use if we like to know something.
Besides people who dj and produce, the rest just look for free downloadable livesets anywhere. (that is in the spectrum of techno music)
The point is that it makes sense to think about how to take use of the reliable resources in an effective manner.