Deschutes' new agency relationships aim to help take the brand national

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					                                                                            “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
				
DOCUMENT INFO
Description: "Every brewery has to find a balance [between focusing] on the beer and [the] lifestyle," [Jason Randles] said. "We found a sweet spot with the positioning, 'the greater the challenge; the greater the reward.'"
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