1. Vibe Case Study

3. Background Information
• Vibe is a music and entertainment magazine
founded by producer Quincy Jones.
• The publication predominantly features R&B
and hip-hop music artists, actors and other
entertainers and the magazine's target
demographic is predominantly young, urban
followers of hip-hop culture.
• Quincy Jones launched Vibe in 1993, in
partnership with Time Inc. Originally, the
publication had been called Volume before co-
founding editor, Scott Poulson-Bryant gave it
the name Vibe.

4. First Vibe Magazine
Vibe released its first magazine

5. Vibe then…
Vibe In April 1995
Over the years even though
the magazine design
changed, the masthead on the
magazine has continuously
remained the same.
The clear image of the well-
known image of Tupac does
not really display a typical
music magazine. He does not
represent anything that
symbolizes R&B music or music
on a whole.
In 1995 Vibe did not have
the typical conventions
as they have on a music
magazine today.

6. Vibe now…
Vibe In 2012
The masthead has clearly
remained the same style and kept
to Vibe’s brand identity.
The main artist of the magazine (Lil
Wayne) is representing the R&B
style that the magazine is trying to
sell. It is clear the magazine has
modernised with its image.
The magazine now gives out more
information on the front cover
on what the magazine will
include inside.

7. Background Details
• Even though it is a music magazine, some of its
pages are devoted to high-end clothing and
style featuring huge labels such as Fubu and
Rocawear.
• It runs articles on some of the most promising
and upcoming artists in the music scene along
with pages for people who are keen about
celebrity rumours and gossips.
• It also holds special tournaments and awards
involving some of the most impressive and well-
respected individuals in the music industry.

8. Vibe Today
• There are 6 issues per year
• It costs £5.02 per issue
• The magazine sticks to the typical
magazine layout with bursting colours
throughout the magazine and bits of
texts along with articles that involves
images.
• Vibe also has its own website and
twitter page

9. Target Audience
• 18-25 years old
• 75% female and 25% male
• Fluent music listener
• Fun, sophisticated, sporty and rebellious
• Sexy on the go and someone who likes to stay
healthy and keep fit and is always interested
in the hot new trends
• If they were to see a feature on the magazine
that grabs they're attention; they would not
hesitate to purchase it

11. Content
• The magazine will mainly incorporate
evidently music along with the latest news on
many different artists, articles, concert
information and song album reviews. The
content will also include quizzes and
competitions.
• Artists that will be frequently featured
within the magazine are; Ciara, Alicia
Keys, Beyonce, Mariah Carey and Kelly
Rowland.
• The magazine will also include free posters of
certain artists for the audience.

13. Style
• Vibe magazine displays a large amount of iconography
related with R&B and Pop such as the sexy
outfits, heavy glamorous makeup, exposure of female
body parts.
• The masthead clearly takes over the magazine front
cover with the use a of a large text.
• The magazine front cover is mainly dominated by text
rather than images.
• Vibe magazine does not have a consistent theme colour
as it generally has any colour that connotes with the
artist that is featured at the front.

14. The colours red and blue
mainly feature at the
front of this magazine.
The content of the magazine
relates to the genre music
of the magazine.
The front cover is filled
with information on what
will be included inside the
magazine.

15. Mode Of Address
• The magazine consists of generally
informal words and catch lines that
relate to the Target Audience.
• The magazine clearly involves social
networking within their magazine which
means they involve the audience.
• An ideal amount of gossip and information
give-away on the front cover which
suggests the magazine is solely made to
keep the target audience informed and
updated .

16. Abbreviated words and
catch lines that the
target audience are
able to understand or
relate to
Involved social networking
within the magazine meaning
involvement from the
audience
Gossip and information to keep
the TA informed and updated

17. Ownership
• Vibe is owned by Time Inc
• Time Inc is a division of Time Warner, its one of the
largest branded media companies in the world.
• The company has established itself as a leader in the
social media space, sharing branded content including
breaking news, celebrity interviews and links to
exclusive video footage.
• InterMedia Advisors is a private equity investment firm
focused on leveraged buyout and growth capital
investments in the media sector.
• The firm, which was founded in 2005 by notable private
equity investor Leo Hindery is based on the 48th floor of
the Chrysler Building in Midtown Manhattan, New York
City.