Vibe Enlists Eminem to Boost Traffic, Users
Rapper used as face of American Idol-style contest; users expected to triple.
Last week, Vibe launched Vibe Verses, its third annual online rap battle (think American Idol meets hip-hop). This year‚Äôs installment features the ‚ÄúNo. 1 Stan Contest,‚ÄĚ giving aspiring rappers a chance to be judged by artist Eminem.
While Vibe has produced a number online events and promotions‚ÄĒsuch as its recent online experiment, the Vammys‚ÄĒthe magazine is banking on Eminem‚Äôs popularity to boost traffic, users to its social network¬† and, yes, subscriptions to the magazine.
So far, the contest is on track to have three times the number of user sign ups, Vibe says. Likewise, VIBE.com page views have increased by almost 300 percent compared to what it averages in a ‚Äúnon-contest‚ÄĚ month.
Meanwhile, it‚Äôs a marketing play for both sides.
Eminem is a key component to the title‚Äôs June/July ‚ÄúReal Rap‚ÄĚ print issue, which coincides with his new album, Relapse (the above is a 2006 Vibe cover). ‚ÄúHe‚Äôs a friend of the [Vibe] brand, so we want to support his release,‚ÄĚ Vibe Media Group associate publisher of marketing Olivia Scott-Perkins said. (Eminem‚Äôs lastest album, 2004's Encore, has sold around 5 million units in the U.S., a far cry from its earlier album, The Eminem Show, with upwards of 9 million U.S. sales.)
But with Vibe‚Äôs paid and verified circulation sliding 8.6 percent during the second half of 2008 according to the ABC and ad pages falling 17.7 percent, according to PIB, can the Real Slim Shady boost Vibe‚Äôs print?
While its June/July print issue may already have competition‚ÄĒlike XXL‚Äôs recently debuted June cover‚ÄĒScott-Perkins told FOLIO: that ‚Äúno one else has a contest featuring [Eminem] and a quote [from him] thanking Vibe for bringing the battle off of the street corners and to the online space.‚ÄĚ
Post Comment / Discuss This Blog - Info/Rules