VIBEFor young urban followers of hip-hop culture MAGAZINE CASE STUDY
Hip hop culture has always been fuelled by the soul ofthe inner city, the passion of the people and the voiceof those who didn’t have a platform. At the centre ofthe movement was music—which shaped, moulded andpropelled the genre into the most powerful movementsince rock ‘n roll.VIBE has and will continue to be the vehicle thatgives a voice to the undiscovered and a stage to thosealready shining. Through our pages, we chronicle thecelebrities, sounds, fashion, lifestyle, new media andbusiness born from urban music. As an authoritativevoice, VIBE creates trends as much as it records them.VIBE serves as a portal to a growingyoung, trendsetting,multicultural audience. As excellent journalists andinnovative marketers, VIBE is the voice of urbanmusic and culture. VIBE provides a democratic digitalexperience were users are encouraged to contributecontent. At VIBE, print and online seamlessly relate
DEMOGRAPHICS ADULTS Men 55% Women 45% AGE 18-24 35% 18-34 67% 21+ 82% 35+ 29% Median Age 30 EDUCATION Any college 55% Currently in college 20% EMPLOYMENT Employed 62% HHI Income $52.5k Black /African AMERICAN 75% White 15.9% Spanish/Hispanic/ Latino 12.4% Asian 1% Other Race 11.3% TOTAL AUDIENCE - 2,400,000 (2011)
The VIBE Lifestyle Network- 15 million unique users per month- 62% male / 32% female- Multiple channels:• Music• Sports• Lifestyle• Entertainment• Fashion
VIBE.comVIBE.com is proud to anchor the VIBE LifestyleNetwork and bring a powerful channel ofwebsites to advertisers who want to reach theVIBE audience. VIBE.com chronicles thecelebrities, sounds, fashion, lifestyle andbusiness born of urban music with anauthoritative voice.• 1.3 million unique users per month• HHI $40-60K• 62% male / 38% female
VIBE VIXENVIBE Vixen is a magazine geared towardsfemale readers of Vibe Magazine thatcoversfashion, beauty, dating, entertainment, and societal issues for "urban mindedfemales". The magazine was initiallyreleased in fall of 2004 and is issued on aquarterly basis. Median Age 27 Household Income $51, 868 Women 18-34 71.3% Women 35+ 28.7% Any College 79.1% Never Married 62.6% Employed 48.9%
MarketingOpportunities VIBE offers advertising both online and in the magazine, it represents over 25 websites in it’s entirety.“ No other urban culture brand has thecredibility to provide advertisers withdirect access to high-profile eventsincluding music festivals, fashionshows, film, movie premieres and awardshow celebrations. We work closelywith our advertisers to developcustomized programs and promotionssuited to brand and product initiatives.With our reach of more than 13 millioninfluential young adults, VIBE goesbeyond traditional mass media toprovide our marketing partners with360 turnkey opportunities to engageour urban audience and increasemindshare and market penetration. ”
CASE STUDYBackgroundThe magazine was founded by producer Quincey Jones in 1993 and was later taken over byInterMedia Partners.Although Vibe magazine doesn’t have a slogan, on the website it says ‘redefining hip hop’ImagesThe celebrities used on the covers of the magazines and throughout are all very successful rappersand singers, for example, Lil Wayne, Eminem, Neyo, Nicki Minaj and Rhianna. All the images used areposed and taken for the magazine, giving it a professional feel.The covers are slightly more of males however the ratio is quite even, the race of most of the stars iseither black or mixed ethnic groups however in October 2012 Kesha was the first Caucasian female tobe pictured on the front cover.Inside the magazineVibe made a consistent effort to feature models of all ethnicities in these pages. Former editor EmilWilbikin was frequently credited with styling those pages and keeping fashion in the forefront of themagazines identity during the early 2000s. Many clothing brands created or linked to hip-hopcelebrities, such as Sean Combs Sean John, Nellys Apple Bottoms and G-Unit by 50 Cent foundplenty of exposure in Vibes pages.In the September 2003 issue commemorating ten years of publication, the magazine created differentcovers using black and white portraits of its most popular cover subjects. It also contained "The Vibe100: The Juiciest People, Places and Things of the Year."