“This is a very complementary brand to The Most magazine is taking a grassroots
: Vibe Media Group will launch a new Vibe,” added Vibe publisher Edgar Hernan- approach to self-promotion, using its Twit-
print and online brand in June. dez. “What we’ve seen traditionally is that ter account and the Twitter, Facebook and
TheMostmag.com debuts June 1, to be celebrity-themed magazines draw a female MySpace power of big sister Vibe to build
followed by a 300,000-circulation print audience, but everybody — whether through excitement for the launch.
tabloid, The Most, on June 16. This will be A Facebook account for The Most and
distributed nationwide on a newsstand-only a mobile program also are in the works.
model. Both the Web site and print maga- The second issue of The Most is slated for
zine are targeted to the same young, urban January 2010.
demographic as Vibe magazine, but The Most Vibe Media Group tested the tabloid
is more focused on celebrity culture, enter- concept of The Most with the January 2008
tainment and gossip than the music and and 2009 issues of Vibe; they were some
lifestyle content of Vibe. of the magazine’s best-selling issues of the
“We think launching The Most [now] is a past two years.
very smart, very savvy move because there’s Vibe’s readership is split fairly evenly
a hole in the marketplace,” explained Danyel social networking or TV or magazines — just between men and women, and median read-
Smith, editor-in-chief of Vibe and president wants to consume as much [celebrity] informa- er age is around 29, per MRI. Vibe, which
and editorial director of Vibe Media Group. tion as they can. I can’t pinpoint a certain age had a total paid and veriﬁed circulation of
“There is not a celebrity and lifestyle magazine or gender that wants this type of entertain- 817,825, supported largely by subscriptions,
that focuses on the urban community with the ment; it’s deﬁnitely a 21-year-old and older as of December 31, announced plans earlier
quality, beauty and excellence we have, and audience, but I would say there’s no really this year to cut its guaranteed rate base 25%
we know there’s an audience for it.” sound demographic that we can point to.” in July to 600,000 copies.
Oregon-based DVA Advertising & Public
: Oregon-based craft beer distillery Relations and Lad Communications. : RR Donnelley & S