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The Source Case Study


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The Source Case Study

  1. 1. The Source Case Study By Ravi Gurung
  2. 2. History/Ownership <ul><li>The Source was started originally by David Mays and Jon Shecter while they both attended Harvard University in Cambridge, Massachusetts. Mays and Shecter, both men, were influenced by hip-hop and wanted to give praise by devoting coverage to the rising music genre. The Source originally started as a concert newsletter, but its popularity grew after it scored an interview with LL Cool J. The Source is now growing from small newsletter to a mainstream magazine. </li></ul><ul><li>The Source is a United State Based Magazine that covers Hip-Hop music, politics, and culture. It was founded in 1988 as a newsletter. Its current president of publication is Jeremy Miller. </li></ul>
  3. 3. Genre Of Music <ul><li>Hip-Hop Music politicals, and cultures </li></ul>
  4. 4. Readers Profile <ul><li>Readers of The Source magazine are mostly Teenagers/Adults who are interested into urban music such as hip-hop. There are many explicit languages used in the magazine and adultery pictures which can explain its target audience. Since its mostly adults who reads these magazine, they could afford to buy a magazine. People who reads this magazine are interested into more than just the music itself, they could be seeking for backround information such as culture and the politics of hip hop music. </li></ul><ul><li>However the magazine the magazine also have some features which shows its small target audience could also be young age teenagers, by the use of slang. </li></ul>
  5. 5. Achievements of The Source <ul><li>The first live Source Hip-Hop Music Awards show was held in 1994, with the only notable event being Tupac Shakur running onstage during a set by A Tribe Called Quest, interrupting their performance. </li></ul><ul><li>The second ceremony was held in 1995 at the Paramount Theatre at New York City's Madison Square Garden. </li></ul><ul><li>The Source Awards were featured on BET for one year. </li></ul>
  6. 6. Front Cover Layout
  7. 7. The Future of Source Magazine <ul><li>Currently the future of The Source is uncertain. The publication lost subscribers due to not delivering magazines on time and faces numerous lawsuits totalling over a million dollars. Rival magazine XXL is now the best-selling hip-hop magazine. The Source is losing major advertising due to the feuds of Hip-hop artists toward each others. </li></ul><ul><li>The magazine was forced into Chapter 7 Bankruptcy on July 27, 2006 by creditors. </li></ul><ul><li>The Source, the magazine recently emerged from bankruptcy with the publishers of Black Enterprise taking over as majority owners. The Source essentially erases millions of dollars of debt, several lawsuits and other liabilities. The magazine will continue to be published each month and remains an active voice for Hip-Hop themed issues. </li></ul>