Audience
(000) %Comp

Adults
Men
Women

7277
3762
3515

100
52
48
AGE

18-24
18-34
21+
35+

2968
5477
6320
2215

38.6
71.2
82.2
28.8

Median Age
Median HHI

28.7 years old
$41,245
EDUCATION

Any College+
Currently in College

3905
1492

50.7
19.4
EMPLOYMENT

Employed

Single

County A
County A/B

5683

5247

3962
6191

73.9

68.2

51.5
80.5
RACE

African-American/Black
Caucasian
Asian/Other
Spanish/Hispanic/Latino

5484
1350
1180
1122

71.3
17.5
15.3
14.6

Source: 2008 MRI Spring

INFLUENTIAL + ASPIRATIONAL + STYLE AMBASSADORS

VIBE ranks No. 1 in attitudinal drivers that impact your brands

VIBE
18-34ˆ

MUSIC PURCHASERS
18-34 *

I buy brands that reflect my style

 280 201

I'd pay more for product consistent w/ image I want to convey

 363 235

I follow the latest trends and fashions

 336 232

A celeb endorsement may influence me to consider/buy a product

 329 236

I am influenced by what's hot and what's not

 298 209

I like to dress in the latest fashions

 333 240

Source: MRI Spring 2009
Based on Adults 18-34 (Comp set: Blender, Ebony, Essence, Rolling Stone, and Spin)

ˆ Based on Adults 18-34 who buy hip hop or rap music or listen to urban radio programming.
* Based on Adults 18-34 who buy hip hop or rap music or listen to urban radio programming.