Mass Appeal, the Brooklyn-based bimonthly popular with the much-sought-after;and equally misunderstood;male-dominated urban hip-hop community, is marking its 10th anniversary in the magazine game with the launch of Missbehave, a title targeting the young female section of the market.
Publisher Adrian Moeller, who co-founded Mass Appeal in 1996 with Patrick Elasik as a graffiti artist ﾑzine, is launching Missbehave with his wife (and Mass Appeal managing editor) Samantha. The forthcoming magazine will debut with as a quarterly with a circulation of 100,000 and 100-page folio, Moeller says.
"It’s a niche that hasn’t been covered in the U.S.," says Moeller, who points to a trio Japanese titles Cutie, Zipper and Girls as the closest blueprints to Missbehave’s schematic.
For Mass Appeal, Moeller says revenue has doubled in each of the last three years. He is also the owner and operator of Colossal Media, an outdoor marketing agency specializing in urban billboards. Revenue for that business has also doubled, Moeller says.
Elasik died in March 2005 of an accidental electrocution while attempting to cross subway tracks in Brooklyn.
Last August, editorial director Sacha Jenkins was named a partner in the magazine. Mass Appeal’s current circulation is roughly 225,000, including paid and non-paid, according to publisher’s estimates.
[Editor’s Note: This article has been corrected. Mass Appeal’s current circulation was misstated as 125,000; it is 225,000.]