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.