VIBE MEDIA GROUP SHARPENS BUSINESS MODEL FOR TOMORROW'S MEDIA LANDSCAPE TO BETTER SERVE AUDIENCE AND MARKETERS
EDITORIAL DEPARTMENT TRANSFORMS INTO CONTENT DEVELOPMENT
NEW PRINT TITLE, MOBILE PLATFORM AND ENHANCED VIBE TV OFFERINGS LAUNCH
SIX STAFF PROMOTIONS
New York, N.Y. - February 11, 2009 - VIBE Media Group (VMG) announces business strategy and operations' improvements to maintain its urban music and lifestyle media leadership position and to establish the company for growth as advertisers needs adjust with current economic climate.
"We continue to be excited by the changes taking place at VMG," emphasized CEO Steve Aaron. "At its core, VMG is about product quality and we want to move forward with a number of business improvements, including a significant expansion to our digital media capabilities. To make this happen to the highest level, we have to run our business, including circulation, more profitably and we have to be smart about it. Part of that is eliminating less profitable subscriptions while maintaining our significant circulation leadership in the urban lifestyle space. This will help us achieve our goal of providing an even better brand to our audience and advertising partners."
To maximize efficiencies and fully deliver on the new direction, VMG is adjusting its rate base to 600,000 effective with the June/July 09 issue and will publish VIBE 10x annually and a new Tabloid title twice a year in December and July.
Additionally, while numerous other media companies (Time Inc, CondeNast, Meredith and Hearst) have closed titles completely and laid off staff to cut costs, VMG has taken a smarter and more thoughtful approach to workforce adjustments by introducing a four-day work week effective March 1.
EDITORIAL DEPARTMENT TRANSFORMATION
VIBE magazine, the crown jewel of VMG properties, is transforming its editorial department into a broader content development-driven engine, headed by Vice President/Editorial Director and Editor-In-Chief, Danyel Smith. VIBE editorial is adjusting internal operations to deliver its content across multiple platforms beyond the magazine, including VIBE.com, key website partners, social networks and television. VMG has had proven success distributing content on VIBE-branded environments within Imeem, Spiral Frog and Musicane, and plans further investments here with new staff alignment.
"We are thrilled to execute a multi-phase department transformation that will result in delivering more content produced at a faster pace so that VMG can continue leading the pack in reporting trends and entertainment news and culture. Our goal is to continue expanding the presence of our iconic brand to a broader audience through as many reader contact points as possible," commented Danyel Smith.
NEW TITLE LAUNCH
VMG will launch its first-ever urban celebrity "Tabloid" title, very popular with readers, scheduled to come out twice annually in December and June. VIBE has tested a tabloid issue twice over, and the title is a proven, strong seller and VMG's top two selling issues over the last two years.
DIGITAL OFFERINGS EXPANSION
VIBE.com will continue to expand its coverage with new events, nightlife and enhanced community sections. Digital VIBE TV will re-launch in April with broader, deeper and more frequently updated video content for better user experience and to allow advertisers to reach VIBE's audience via strong video offerings. VIBE is scheduled to launch its mobile platform in late February, enriching mobile users' VIBE.com interface and experience and availing a new advertising vehicle for VIBE advertisers.
PUBLISHING OFFERINGS EXPANSION
VMG has had past success with publishing "targeted" titles like VIBE Vixen, the much-loved magazine geared to the young urban woman 18-34 and VIBE Prodigy, a parenting magazine catering to the late-twenties and thirty-something mom and dad. VIBE will continue offering these "specials" to better serve particular audience segments per advertiser need.
"VIBE will continue to be the leading multicultural brand in terms of reach and influence for advertisers," emphasized VMG Publisher, Edgar Hernandez. "It is imperative in these times to not only evaluate and adjust the current business model, but to create new opportunities for growth for years to come."
CEO Steve Aaron commented, "VIBE is and always will be a trendsetter; these business enhancements reflect our commitment to ensure the brand continues to deliver relevant, cutting-edge content with the unmatched passion our audience seeks. We see an opportunity to further innovate with new products and expanded Web presence through the strength of the VIBE brand. And to deliver on our business operations enhancements, I'm pleased to announce numerous staff promotions that will help us meet our goals."
Angela Zucconi is promoted to Chief Financial Officer from VP, Finance; Robin Gibson is promoted to Advertising Director from Sr. Corporate Accounts Director; AngelaWatford is upped to Deputy Managing Editor from Copy Chief; Michael Mohammed is now Digital Project Manager, formerly Online Marketing Associate; Louren Bates is now Video Producer, formerly Events Marketing Associate and Todd Thomas is now Online Marketing Associate, formerly Sales and Marketing Associate.
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