Launch Pad: Hip Hop Weekly

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Publisher: Hip Hop Global Media
Frequency: Weekly
Concept: Covering celebrity news, music, film, TV, fashion and spokes from a hip-hop perspective
Target Audience: Multi-cultural adults 40 years old and younger who identify as members of the “Hip Hop Generation”


Questions with hip hop weekly co-founder and publisher: Dave Mays

① What is the most important achievement your magazine has accomplished in today’s marketplace?
We identified an underserved market; there has been no celebrity magazine directed to the hip-hop audience. Proof of this is that we ranked as the #12 best-selling magazine nationally in the 7-11 chain as of June 1, 2007. This is out of more than 65 titles.

② What was the most important hurdle you were able to overcome?
Building newsstand circulation has been a challenge, given all of the consolidation and the promotional dollars necessary to be taken seriously by various retailers and wholesalers.

③ What was the most pleasant surprise?
The positive feedback from the hip-hop community; people love the format.

④ What is the biggest challenge you are facing today?
Fine-tuning our unique staffing and operating procedures, as I learn how to build a more efficient organization.

⑤ Describe your magzine human being.
She has a proud heritage, and she shows it. She has a sense of humor and a well-rounded personality with interests in sports, music, movies, politics and celebrities

⑥ What would you say to someone starting a new magazine?
Find a niche and focus on creating a quality product that serves it. Consider starting regionally to keep the marketing, sales and distribution within reach. Use the Internet to build your network.

⑦ Finish this sentence: in 2011 your magazine will be…
...The #1 selling newsstand title serving the multicultural, under-40 demographic. We will be considered the People magazine of our generation.
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