By: Angel Gordon

CASE STUDY

BACKGROUND DETAILS:

Vibe is a music and entertainment magazine founded by Quincy Jones who is also the producer of the magazine.It is available in the United states of America only.It features R&B and hip-hop artists, actors and other entertainers.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.The magazine was originally called volume before the co-founding editor gave it the name VIBE.

VIBE TODAY:

Is only available online however the benefits of this being that it can be updated daily.

It is used as an advertising network.

They’re website is interactive and even allows the surfer to contact the publishers making with advice and tips.

It has a sister website which is an online version of their lifestyle magazine ‘Vibe Vixen’.

TARGET AUDIENCE:

Aged 15 – 25.70% male and 30% female.They’re individualistic, spontaneous and enthusiastic about music.

They enjoy Fashion, shopping, films and sports.

They would like to be a part of the music industry, enjoy spending time with friends and relatives.

They see VIBE as a guru

CONTENT:

Once inside VIBE online you are immediately bombarded with the opportunity to subscribe to a newsletter to be the first in the know about updates on the website.

Scrolling down the home page you see the latest news and gossip within the industry, new albums, a chat between the readers of vibe online, photos of the latest concerts and shenanigans artists have been getting up to.

At the very bottom of the page there is a ‘VIBE interactive’ strip where the producers of the website put the most popular stories and information there. This strip stays at the bottom of the page so no matter where you scroll to it will always be there reminding you and enticing the reader to find out more.

When VIBE was around it had a VIBE confidential page in which was a celebrity gossip page, it also reviewed the latest music tracks.

STYLE:

VIBE contains a lot of iconography associated with R&B and hip hop/rap, for example tattoos, the big accessories, diamonds, provocative females, big cars and the “gangster” scenery.

The website is predominantly visual which is good as it has lots of bright colours and images that will attract the attention of a reader.

The website follows a black, white and yellow colour scheme. The background is black and the font is yellow, this creates an unusual dark theme however it is effective as the colours are contrasting and eye-grabbing.

MODE OF ADDRESS:

The way in which VIBE addresses it’s audience is very informal, they use the same colloquial language that the readership would use which also shows the magazine values equality.

The tone of expression usually used by readership and fans of this urban genre is recognized throughout the website.

The magazine addresses the reader directly and in a friendly matter which creates a relationship between the magazine and the reader.

Examples: “you”, “gangsta”, “baller”, “hoops”, “swagga” etc.

OWNERSHIP:

Up until 1996 VIBE was owned by Quincy Jones and Time Inc before it was then sold to Miller Publishing Inc.

After shutting down InterMedia Partners bought VIBE off of Miller Publishing Inc and they are the publishers of the recent online website.

InterMedia Partners was the one who bought VIBE from Wicks Group.