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Vibe magazine Case study
- 1. VIBE For young urbanfollowers of hip-hop culture MAGAZINE CASE STUDY
- 3. Hip hop culturehas always been fuelled by the soul of the inner city, the passion of the people and the voice of those who didn’t have a platform. At the centre of the movement was music—which shaped, moulded and propelled the genre into the most powerful movement since rock ‘n roll. VIBE has and will continue to be the vehicle that gives a voice to the undiscovered and a stage to those already shining. Through our pages, we chronicle the celebrities, sounds, fashion, lifestyle, new media and business born from urban music. As an authoritative voice, VIBE creates trends as much as it records them. VIBE serves as a portal to a growing young, trendsetting, multicultural audience. As excellent journalists and innovative marketers, VIBE is the voice of urban music and culture. VIBE provides a democratic digital experience were users are encouraged to contribute content. At VIBE, print and online seamlessly relate
- 4. 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)
- 5. The VIBE LifestyleNetwork - 15 million unique users per month - 62% male / 32% female - Multiple channels: • Music • Sports • Lifestyle • Entertainment • Fashion
- 7. VIBE.com VIBE.com is proudto anchor the VIBE Lifestyle Network and bring a powerful channel of websites to advertisers who want to reach the VIBE audience. VIBE.com chronicles the celebrities, sounds, fashion, lifestyle and business born of urban music with an authoritative voice. • 1.3 million unique users per month • HHI $40-60K • 62% male / 38% female
- 8. VIBE VIXEN VIBE Vixenis a magazine geared towards female readers of Vibe Magazine that covers fashion, beauty, dating, entertainment, a nd societal issues for "urban minded females". The magazine was initially released in fall of 2004 and is issued on a quarterly 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%
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- 12. Marketing Opportunities VIBE offersadvertising both online and in the magazine, it represents over 25 websites in it’s entirety. “ No other urban culture brand has the credibility to provide advertisers with direct access to high-profile events including music festivals, fashion shows, film, movie premieres and award show celebrations. We work closely with our advertisers to develop customized programs and promotions suited to brand and product initiatives. With our reach of more than 13 million influential young adults, VIBE goes beyond traditional mass media to provide our marketing partners with 360 turnkey opportunities to engage our urban audience and increase mindshare and market penetration. ”
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- 16. CASE STUDY Background The magazinewas founded by producer Quincey Jones in 1993 and was later taken over by InterMedia Partners. Although Vibe magazine doesn’t have a slogan, on the website it says ‘redefining hip hop’ Images The celebrities used on the covers of the magazines and throughout are all very successful rappers and singers, for example, Lil Wayne, Eminem, Neyo, Nicki Minaj and Rhianna. All the images used are posed 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 is either black or mixed ethnic groups however in October 2012 Kesha was the first Caucasian female to be pictured on the front cover. Inside the magazine Vibe made a consistent effort to feature models of all ethnicities in these pages. Former editor Emil Wilbikin was frequently credited with styling those pages and keeping fashion in the forefront of the magazine's identity during the early 2000s. Many clothing brands created or linked to hip-hop celebrities, such as Sean Combs' Sean John, Nelly's Apple Bottoms and G-Unit by 50 Cent found plenty of exposure in Vibe's pages. In the September 2003 issue commemorating ten years of publication, the magazine created different covers using black and white portraits of its most popular cover subjects. It also contained "The Vibe 100: The Juiciest People, Places and Things of the Year."
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