No, really: MediaGuardian is reporting that having revamped itself again and again, to the sound of disappearing readers, the response to the new drop in circulation is to, yes, have another revamp:
"NME magazine sits at the heart of the brand and we are constantly sense checking what readers want and looking to evolve the magazine's content and design," Cheal added.
"With this in mind our editorial team are currently engaged in exciting development work which will come to market later this year."
A cynic might wonder, if the paper is so careful about finding out what its readers wants, and then delivering it, why are they vanishing?
MediaGuardian also points out that the NME's circulation has now fallen below that of Classic Rock for the first time.