2012 Media Kit

2012 MEDIA KIT HIP-HOP ON A HIGHER LEVEL Since ’97 Put your product in front of Urban Enthusiasts XXL’s editorial mission is to take a more mature, real and intelligent approach to hip-hop, with an emphasis on the music and lifestyle that are at the heart and soul of the culture. XXL keeps up with the pace of hip-hop’s dynamic energy and targets the trendsetter who lives for urban music. As the culture continues to evolve, XXL is there to deliver to readers the most progressive view of the music and the culture surrounding it. About the Magazine Published 11x year 136,532 Circulation About the Reader Male Readers: 78% Median Age: 27 Median HHI: $47,007 College Educated: 44.7% African American: 67% Rates Display Rates: $495.00 per inch (2.25” w x 1” h) Classified Rates: $11.95 per word / 14 word minimum Simply complete the order form and How to Place fax it back to us at (352) 597-6201 or mail it to: America’s MediaMarketing, 13169 Jacqueline Rd., Your Ad Brooksville, FL 34613. Or call (800) 675-7636. ® ThE No.1 SEllINg MuSIc MAgAzINE oN ThE NEwsstand!* 175,000 150,000 125,000 $5.99 XXL 103,617 $4.99 100,000 RollINg SToNE 93,645 75,000 50,000 $4.99 SPIN 25,556 25,000 0 XXL SIGNIFICANTLY OUTSELLS THE SOURCE, COMPLEX AND VIBE, WHICH ARE NOT INCLUDED, AS THEY ARE NOT ABC AUDITED PUBLICATIONS. TO GET MORE NEWsstaND FACTS, CONtaCT YOUR XXL SALES REP at 212.807.7100. * According to ABC FAS-FAX. Single-copy sales circulation averages for six months ending June 30, 2011 1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM ® ThE READER XXL speaks to the rap-music generation. The readers are the purveyors of hip-hop culture and consume music, fashion and lifestyle on a level that defies logic. They are in the clubs, online, onstage and at retail shops—anywhere they can gain access to or create the music. They are the producers, the artists and the DJs. From the kid on the street to the record executive in his suite, XXL readers are part of a movement and helped build XXL to become the No.1 most influential brand in rap media. The fans are powerful consumers and are connected to the streets—with the ability to influence others and make or break brands. They are the voices of the neighborhood and the earliest adopters of new products. XXL is the No.1 selling ABC-audited music publication on newsstands worldwide and is the premier hip-hop media brand. XXL has set the standard in rap music journalism, with the best writers and photographers in the industry and chronicles all that’s relevant in hip-hop culture. After more than a decade of dominance, XXL has maintained its status as the most respected hip-hop music magazine by both consumers and the industry alike. 1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM ® DEMOGRAPHICS XXL’s editorial mission is to take a more mature, real and intelligent approach to hip-hop, with an emphasis on the music and lifestyle that are at the heart and soul of the culture. XXL keeps up with the pace of hip-hop’s dynamic energy and targets the trendsetter who lives for urban music. As the culture continues to evolve, XXL is there to deliver the most progressive view of the music and the culture surrounding it. XXL conducted a survey in the July 2008 issue to measure our current readership. Survey highlights, with respect to age, income, gender and ethnicity, are below. GENDER AGE Male: 78% Under 18: 6% Female: 22% 18-20: 11% 21-24: 21% INCOME 25-29: 29% Median: $47,007 30-34: 16% Average: $56,571 35-39: 11% 40-49: 5% ETHNICITY* 50+: 1% African-American: 67% Caucasian/White: 18% 21+: 83% Hispanic/Latino: 19% Asian: 1% Median Age: 27 *Exceeds 100%, reflecting mixed ethnicities Average Age: 29 XXL is MRI protoyped. Please contact your sales representative for XXL MRI data. Survey fielded in the July 2008 issue In making decisions regarding the suitability of magazines for your advertising plans, the information enclosed is the best estimate of XXL’s readership that Harris Publications can provide as of November 1, 2009. We believe this data to be an accurate reflection of our readership; however, the survey results are a sampling of our readership and do not (as it is physically impossible) poll every single reader. Harris Publications encourages you to use these numbers as a guide and conduct your own prototyping, comparing our magazine to similar magazines in their categories, when making your advertising decisions. Survey conducted by Touchpoint Research, under the management and supervision of DJG Marketing. The XXL Prototype is available upon request for use on IMS, Telmar and MEMRI for the Spring 2009 MRI Study. Agency research departments can contact Steve Douglas or Debbie Kaplan at DJG Marketing, by phone at 212.370.9700, or via e-mail at [email protected] or [email protected] with any questions. 1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM ® MAKING HISTORY OLD SCHOOL — A GREAT DAY IN HIP-HOP In the fall of 1998, XXL was a budding magazine just five issues deep and looking to make a statement. On September 29, the editors made rap history when they gathered more than 200 hip-hop stars to recreate the famed jazz portrait “A Great Day in Harlem.” It was dubbed “A Great Day in Hip-Hop” and was shot by famed photographer Gordon Parks in the same spot in Harlem as the original photo. NEW SCHOOL — XXL FRESHMAN CLASS: PRESENTED BY COLGATE MAX FRESH On March 21, 2010, XXL held a concert featuring artists from the Freshman 10 for ’10 issue, which highlights new hip-hop tal- ent. Over 900 hip-hop fans attended the showcase at New York’s Highline Ballroom, which featured performances by Cam’ron, Doug E. Fresh, Estelle, Ryan Leslie, MTV2’s DJ Envy, Nipsey Hu$$le, Donnis, Jay Rock, Vado, Pill and Freddie Gibbs. 1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM ® EDIToRIAl BREAKDowN 360: WHAT GOES AROUND 360 is the first section of XXL magazine and includes the latest hip-hop news, short interviews with artists and industry insiders, and trend and humor pieces. Some of the special monthly columns in 360 include Step Your Rap Game Up, a callout to rappers with subpar lyrics; Murder to XXLence, where Shaheem Reid goes one on one with today’s hottest rappers; and Picture This, the photo of the month. SHOW & PROVE Here, the editors pick four up-and-coming artists of the month. Readers get the scoop on who they are, their new music and their industry co-signs. FEATURES With the highest journalistic standards by the best writers in the industry, XXL feature stories include interviews with today’s biggest stars and articles exploring the music, trends and defining moments of hip-hop culture. Every issue is packed with hard- hitting and well-reported, top-notch rap journalism. X-RATED The most important part of hip-hop is the music. In X-Rated, the section where size matters, the editors critique and discuss the tracks, albums and artists that make up rap music today. In addition to informed reviews, other standout sections in X-Rated include Swagger Jacker, lyrics and beats borrowed from the past; and Chairman’s Choice, featuring artists and albums for true underground heads. EYE CANDY There’s always room for a beautiful girl. The Eye Candy section features photos and interviews with the hottest, most wanted video vixens. doin’ lines Prove (Pusha T fi lls in all the blanks.) & xWhere Sizerated Matters ( - ) WHAT GOES AROUND(What Goes Around) SWAGGER JACKER JUMP-OFF BORROWER DRAKE COMMON Take Care “SWEET” Show (Young Money/Cash Money/Universal) “Wada dada, wada dada da dang/The C-O-double-M-O-N, I’m not playin’.” S M L XL XXL LENDER XXL KRS-ONE “9MM GOES BANG” doin’ lines “Wada da dang, wada da da dang (Ay!)/Listen to my 9-millimeter XL go bang.” Better L BORROWER LIL WAYNE M “THE REAL HER” S “’Cause to her I’m just a rapper, and soon she’ll have met another/So if tonight’s an accident, tomorrow we’ll recover.” Way BEATS LYRICS ORIGINALITY A fill-in-the-blank Q&A can always gauge a rapper’s In the aftermath of Call Drake emotional. Say he sings too much. Characterize him as cocky. None of that has halted LENDER Jay-Z and Kanye West’s his ascent to the top of the charts. In fact, his ability to disarm any slights against him and DRAKE “MISS ME” internalize them has resulted in the 25-year-old’s becoming a leading voice across mainstream “I don’t judge her, I don’t judge her, but I could never love successful fi ght to keep her/’Cause to her I’m just a rapper, and soon she’ll have met music. Now, with his sophomore eff ort, Take Care, a little more than a year removed from another.” Watch the Throne from grappling with newfound fame on Thank Me Later, Drake has fully embraced his current leaking online, hip-hop position, insistent that he deserves it and confi dent that he won’t let it go.

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