Comments on: Are Hip-Hop sites starting to overtake magazines? http://www.bannusmedia.com/blog/2009/02/04/are-hip-hop-sites-starting-to-overtake-magazines/ The good, the bad and the embarrassing Mon, 12 Jul 2010 13:49:37 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: MarketingHipHop.com http://www.bannusmedia.com/blog/2009/02/04/are-hip-hop-sites-starting-to-overtake-magazines/comment-page-1/#comment-11 MarketingHipHop.com Fri, 06 Feb 2009 16:48:30 +0000 http://www.bannusmedia.com/blog/?p=56#comment-11 Gerald, good comment, thanks! There are obviously many factors at play, companies have shrinking ad budgets due to reduced revenues themselves, and the shift to online spending plays a part as well. But for advertisers seeking to reach the 'urban' crowd, and the age demo of 18-34, they may be finding that the internet can trump print, just as I'm sure many industries who are trying to cater to that group might be thinking. A 'takeover' of a prominent hip-hop blog like <a href="http://www.nahright.com" rel="nofollow">NahRight</a> could net more views than a (much) pricier ad buy in a hip-hop mag for instance. Proctor and Gamble, the largest ad buyer in African-American targeted mags according to <a href="http://www.magazine.org" rel="nofollow">Magazine.org</a>'s market profile, <a href="http://valleywag.gawker.com/389674/procter--gamble-slices-dices-advertising-budget" rel="nofollow">announced last year</a> it was slashing their ad budget by 10% and aggressively shifting to online buys. This was in March 2008, it's likely the resulting economic climate increased that decrease. If a magazine doesn't have a strong integrated online presence, as the commenter on the original posting above suggested, we could see companies attempt to reach the African-American audience much more via online channels in the near future. It seems from what I've read, niche and local magazines still have the best shot of turning profits, or at least staying afloat. But hip-hop (and related entertainemnt) is no longer niche, so a magazine like Vibe for instance, is surely feeling the pinch as much, if not more, than other mainstream mags. For hip-hop print to survive, it may require a focused editorial effort, like <em>Ozone Magazine</em> does for instance, technically being a niche publication catering to hip-hop in Florida, and other southern US areas. While hissip states that they "love <em>Vibe</em>" and it "will always be relevant", it unfortunately may not continue to be relevant for advertisers, and despite <em>Vibe</em>'s recent press release stating that they are in good shape, the venerable mag may not last much longer if the bad economy and growing shift to online buys continue. Gerald, good comment, thanks! There are obviously many factors at play, companies have shrinking ad budgets due to reduced revenues themselves, and the shift to online spending plays a part as well. But for advertisers seeking to reach the ‘urban’ crowd, and the age demo of 18-34, they may be finding that the internet can trump print, just as I’m sure many industries who are trying to cater to that group might be thinking. A ‘takeover’ of a prominent hip-hop blog like NahRight could net more views than a (much) pricier ad buy in a hip-hop mag for instance.

Proctor and Gamble, the largest ad buyer in African-American targeted mags according to Magazine.org’s market profile, announced last year it was slashing their ad budget by 10% and aggressively shifting to online buys. This was in March 2008, it’s likely the resulting economic climate increased that decrease.

If a magazine doesn’t have a strong integrated online presence, as the commenter on the original posting above suggested, we could see companies attempt to reach the African-American audience much more via online channels in the near future.

It seems from what I’ve read, niche and local magazines still have the best shot of turning profits, or at least staying afloat. But hip-hop (and related entertainemnt) is no longer niche, so a magazine like Vibe for instance, is surely feeling the pinch as much, if not more, than other mainstream mags.

For hip-hop print to survive, it may require a focused editorial effort, like Ozone Magazine does for instance, technically being a niche publication catering to hip-hop in Florida, and other southern US areas.

While hissip states that they “love Vibe” and it “will always be relevant”, it unfortunately may not continue to be relevant for advertisers, and despite Vibe’s recent press release stating that they are in good shape, the venerable mag may not last much longer if the bad economy and growing shift to online buys continue.

]]> By: Gerald Smith http://www.bannusmedia.com/blog/2009/02/04/are-hip-hop-sites-starting-to-overtake-magazines/comment-page-1/#comment-10 Gerald Smith Fri, 06 Feb 2009 16:18:16 +0000 http://www.bannusmedia.com/blog/?p=56#comment-10 So why are they dying? It’s simple, magazine advertising has been declining since 2001. And last year (2008) it was way down, as in -11.7% (according to AdAge and Publishers Information Bureau). That is the highest decline ever in one year. The greatest declines were in Automotive; Home Furnishings & Supplies, Financial, Insurance & Real Estate, and Drugs & Remedies. So who’s going to pay, if it’s going to continue? The dedicated subscriber, that’s who. No doubt this is the result of a significant shift toward online advertising, where most magazines are in fact seeing growth in the digital space. Money continually shifts from one medium to another, with more consumers spending more time online. This reality is driving ad dollars to where consumers are. Also, the analytic data available online far outpace anything available for measuring print readership. http://blogs.premierstudios.com/blog/2009/01/19/why-are-magazines-dying/ So why are they dying? It’s simple, magazine advertising has been declining since 2001. And last year (2008) it was way down, as in -11.7% (according to AdAge and Publishers Information Bureau). That is the highest decline ever in one year. The greatest declines were in Automotive; Home Furnishings & Supplies, Financial, Insurance & Real Estate, and Drugs & Remedies. So who’s going to pay, if it’s going to continue? The dedicated subscriber, that’s who.
No doubt this is the result of a significant shift toward online advertising, where most magazines are in fact seeing growth in the digital space. Money continually shifts from one medium to another, with more consumers spending more time online. This reality is driving ad dollars to where consumers are. Also, the analytic data available online far outpace anything available for measuring print readership.

http://blogs.premierstudios.com/blog/2009/01/19/why-are-magazines-dying/

]]> By: hissip http://www.bannusmedia.com/blog/2009/02/04/are-hip-hop-sites-starting-to-overtake-magazines/comment-page-1/#comment-7 hissip Wed, 04 Feb 2009 16:04:28 +0000 http://www.bannusmedia.com/blog/?p=56#comment-7 There's always going to be room for magazines, just not as mucha as a result of the abundance of sites out there. I love Vibe, and it will always be relevant to me. There’s always going to be room for magazines, just not as mucha as a result of the abundance of sites out there. I love Vibe, and it will always be relevant to me.

]]>