Ouch, that’s a tough one. Took in the news and magazine storm, Vibe has ceased all operations. I am sure some of you received the emails (if not the resumes) of your contacts over there announcing it.
It saw and heard a lot of emotional reactions, about what it meant, the great people working there, the covers, the fantastic parties they were throwing etc. And not only from media people, who always seem to all love each other and been part of it in some shape of form.
It leaves us basically with XXL as a major play for the hip hop crowd. Not the fanciest books to say the least, but effective. I am always in awe looking at the special inmate ads in the back pages. If one the guys putting these ads ever read this, please contact me I need to talk to you. By the way they had to kill King this year as well. Hey it’s tough for everytbody !
Another great book in a more niche way is The Fader. These guys have a fantastic nose to discover new talent, beautiful photography, great articles, and much much more premium feel.
Anyway, the conclusion is what brand equity does Vibe has ? A ton. There is someting to do about it, with a good flying marketer to take care of it.
Last a tweet I enjoyed:
Im fighting mad about VIBE, 1st Michael now VIBE!Our ICONS r dying for NO GOOD reason!