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
fax it back to us at (352) 597-6201 or mail it to:
America’s MediaMarketing, 13169 Jacqueline Rd.,
Brooksville, FL 34613. Or call (800) 675-7636.
How to Place
Your Ad
®
®
The No.1 Selling Music
Magazine on the
Newsstand!*
175,000
150,000
125,000
$5.99
XXL
$4.99
103,617
Rolling Stone
100,000
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
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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
®
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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.
AGE
GENDER
Male:
Female:
78%
22%
INCOME
Median:
Average:
$47,007
$56,571
ETHNICITY*
African-American:
Caucasian/White:
Hispanic/Latino:
Asian:
67%
18%
19%
1%
*Exceeds 100%, reflecting mixed ethnicities
Under 18:
18-20:
21-24:
25-29:
30-34:
35-39:
40-49:
50+:
6%
11%
21%
29%
16%
11%
5%
1%
21+:
83%
Median Age:
Average Age:
27
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 steved@djgmarketing.com or debbiek@djgmarketing.com with any questions.
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM
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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 talent. 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
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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 hardhitting 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
Take Care
»
S
M
XL
L
XXL
LENDER
XXL
( Los)
CARLOS “LOS” COLEMAN is one cocky dude. But it’s hard to hate on his swagga. After initially turning down a chance to ink with
Diddy in 2002, only to be sought after by the Bad Boy CEO a second time years later, the Baltimore native has acquired an almost
legendary status in some hip-hop circles, bolstered by an unfailing stream of mixtapes. “People are already placing me in their top
five,” says the 27-year-old MC.
He dropped his first mixtape, Los Freestyles, in 2000 and enjoyed a moderate buzz, before trying out for, and making, the final cut
of MTV’s Making the Band in 2002. But he opted out. “I didn’t want to be in a group,” Los explains. Diddy, however, remembered Los, and
after a 10-minute freestyle audition, he finally signed him in early 2006. After nearly two years on the roster, though, Los left when
a legal situation with his other label, the Baltimore-based indie Da Bloc Inc., soured the deal.
Since the split, Los has built his brand online, releasing 10 mixtapes and a slew of freestyles that display his uncanny wordplay,
and his YouTube channel has nearly seven million views. “As quickly as he raps and as much as he is really saying, I would put him in a
category of a Jadakiss, Nas, or even go as far as Eminem,” says DJ Ill Will, who hosted Los’s 2010 mixtape, Shooter.
Now aligned with After Platinum Records (the label that helped bring Cory Gunz to Young Money), and off the release of Worth the
Wait in July, Los is juggling calls from major labels while he crafts his 11th mixtape, The Crown Ain’t Safe. “Maybe I’m filling some sort
of void for people that want better content,” Los says. “If I can be that person, then that’s what works.”
Los’s way. —C. VERNON COLEMAN II
LOG ON TO X XLMAG.COM FOR MORE ON WATCH THE THRONE.
8/26/11 10:19 AM
TO HE A R MUSIC FROM THE SE SHOW & PROV E A RTI ST S, CHECK OUT X X LM AG.COM.
.
LYRICS
BEATS
XL
X X LM AG .CO M OCTOBER 2011 021
136_360_Opener_R2.indd 21
“Wada dada, wada dada da dang/The C-O-double-M-O-N, I’m
not playin’.”
L
M
S
Call Drake emotional. Say he sings too much. Characterize him as cocky. None of that has halted
his ascent to the top of the charts. In fact, his ability to disarm any slights against him and
internalize them has resulted in the 25-year-old’s becoming a leading voice across mainstream
music. Now, with his sophomore effort, Take Care, a little more than a year removed from
grappling with newfound fame on Thank Me Later, Drake has fully embraced his current
position, insistent that he deserves it and confident that he won’t let it go.
Drizzy lays out that perspective on the album’s first two lines, via the piano-driven “Over My
Dead Body,” where he raps, “I think I killed everybody in the game last year, man/Fuck it, I was on,
though/And I thought I found the girl of my dreams at a strip club/Fuck it, I was wrong, though.”
The uncompromising lyricism continues on “Underground Kings,” “HYFR (Hell Ya Fuckin
Right),” “Headlines” and the Just Blaze–produced “Lord Knows.” The last number includes
Rick Ross, one of the six rap features on the album—Lil Wayne (twice), Andre 3000, Nicki Minaj
and Kendrick Lamar—each fittingly placed and complementary in their appeal. (Rihanna, The
Weeknd and Stevie Wonder’s harmonica also appear.) Some of Drake’s vulnerabilities also seem
to have withered away, and the unfiltered honesty that connected with many is more sporadic
than in the past, although “Look What You’ve Done” tugs on the heartstrings, as Drake delves
deep into his relationships with his mother and his uncle, both of whom raised him.
Not surprisingly, females are the topic du jour on Take Care, with tales about past lovers
(“Marvin’s Room”) and potential lovers (“The Real Her”), about honoring women (“Make Me
Proud”) and commodifying them (“We’ll Be Fine”). The Toronto native expertly juggles his
singing and rapping, confirming his growing songwriting abilities. Still, things become too R&Bcentric toward the end, when Drake’s crooning carries three straight cuts, without a single bar spit.
The album’s strongest suit is its sonic cohesion. Led by T.dot all-stars 40 and T-Minus,
who, combined, produced 12 of the 17 tracks, Take Care is somber and mellow, cold but not
unwelcoming. Its ethereal chords, delicate strings and subtle percussion provide a steady mood
and tone that is both dense and structured. Coupled with Drake’s voice, cadence and multiple
flows, the sound bed creates a captivating and enveloping listening experience.
Overall, Take Care’s sum is greater than its parts. This isn’t a drawback—especially in hip-hop’s
current climate, where new material comes and goes. As Drake continues to find his voice and
stay true to himself, he’s put his team in place to take care of the rap game for the near future.
’Til next time. —ADAM FLEISCHER
MAX MILLI
I L L U S T R AT I O N : C R I S T I A N O S I Q U E I R A R E P R E S E N T E D B Y E R I K A I L L U S T R AT I O N S . C O M
J
COMMON
“SWEET”
DRAKE
In the aftermath of
Jay-Z and Kanye West’s
successful fight to keep
Watch the Throne from
leaking online, hip-hop
takes note for the future
ay-Z and Kanye West’s joint album, Watch the Throne, received almost as much attention for its airtight release strategy, which
ensured that the highly anticipated LP didn’t leak even one day early, as it did for the music itself.
For quite possibly the first time since the advent of the Internet age, a major hip-hop release didn’t come out online before its
on-sale date. The tactics deployed by Def Jam and both Jay’s and Kanye’s teams to collectively guarantee no leakage actually worked.
In its first week available, WTT sold 436,000 copies, according to Nielsen SoundScan—321,000 digital and 115,000 hard copy—and
debuted at No. 1 on the Billboard 200 chart as well as on iTunes in 23 countries.
As imagined, the Throne team took incredible precautions to avoid piracy. Hov and ’Ye didn’t record in studios, instead opting
for makeshift setups in hotels such as New York City’s Mercer hotel. All collaborators were forced to record in person, so nobody
could e-mail their contributions, risking theft. The recording space was Internet free. And in addition to these strategies, all
sessions were saved to password-protected external hard drives that were locked in a briefcase accessible by only three trusted
engineers, according to Billboard.
Furthermore, WTT was made available only on iTunes for the first five days of its release, not as a hard copy in traditional retail outlets. Once
the LP went on sale digitally, the material was then sent to record plants, to press up physical product, saving the album from having to go to
factories in advance and, therefore, limiting the chance of the creation of unauthorized copies. “Basically, we didn’t want anybody devaluing the
hard work, especially with those two guys,” says Lenny S., Jay-Z’s longtime A&R. “We want it respected the same way you buy a nice suit, a piece
of couture clothing or a car. You don’t want someone driving your car weeks before you buy it.”
Now the question is whether other labels will use Hov and ’Ye’s plan as a bulletproof blueprint to avoid their own leaks. “When you look at
these type of blockbuster or tentpole releases, [you think], This should be the strategy,” says Joe Fleischer, the chief marketing officer at BigChampagne, a business-intelligence and media-tracking company.
So is this the start of something new? With a flurry of hip-hop albums coming down the pike from artists such as Drake, 50 Cent, Dr. Dre and
maybe even Jay-Z, only time will tell. —JESSE GISSEN
»
KRS-ONE “9MM GOES BANG”
“Wada da dang, wada da da dang (Ay!)/Listen to my 9-millimeter
go bang.”
BORROWER
LIL WAYNE
“THE REAL HER”
“’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.”
LENDER
DRAKE “MISS ME”
“I don’t judge her, I don’t judge her, but I could never love
her/’Cause to her I’m just a rapper, and soon she’ll have met
another.”
BORROWER
MEEK MILL “STUNT”
“I get anything I want/Started in the back, now I’m that nigga
in the front.”
LENDER
1. Other than God, I fear disappointing my dad.
“I got a penny in my pocket, million in the trunk/Started in the
back, now we the niggas in the front.”
2. The last line I heard that I wish I wrote was 2 Chainzís ìIím smoking
on exotic, my girl ainít got no stomach/Every time we have sex, she
always ask me for 100.î
RICK ROSS “PANDEMONIUM”
BORROWER
PAC DIV “THE GREATNESS”
“The underdogs ’bout to go for the win/No I.D. on the track, let
the story begin.”
LENDER
138_XRated_Jump_Off2.indd 109
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4. Hook writing is my biggest deficiency as an MC.
11. Besides myself, the best lyricist this year was Jay-Z.
12. The next Clipse album will be called As God as My Witness and will
be a classic because it will touch on the whole dichotomy of the Clipse,
the street perspective vs. the conscious perspective.
13. As a father, Pusha T will be the best who ever did it.
14. ìAutomaticî is a song off my solo album that is so automatic I have to
stop myself from putting it out too early.
5. The fondest memory I have about the “G.O.O.D. Friday” series is
watching Mos Def do ìLord Lord Lord.î He pulled out his own mic. It was
incredible.
15. Big Sean is a new MC that I feel has the potential to be an all-time
great.
BORROWER
6. This Christmas, I’m only buying gifts for children and not for
grown-ups.
disbanded.
7. When my brother starts recording again, I suggest all fake MCs
run and hide.
17. The last time I lost a battle had to be a Re-Up Gang cypher for one
of the mixtapes.
YOUNG CHRIS
“D.O.A. (DEAD ON ARRIVAL)”
“Watch them niggas that’s close to you/Make sure they do what
they supposed to do/You know they be thinkin’ ’bout smokin’
you/Nothin’ personal, nowadays it’s the ways.”
LENDER
NAS “WATCH DEM NIGGAS”
“Watch dem niggas that be close to you/And make sure they
do what they supposed to do/’Cause you know they be thinkin’
about smokin’ you/Never personal, nowadays it’s the ways.”
8. I record ˇve songs a month, and the public gets to hear as many as
I can leak.
9. Traveling overseas has opened my eyes to the value of the dollar
bill.
10. I call Pharrell late at night when I need advice.
»
X X LM AG .CO M DECEMBER /JA N UA RY 2012 10 9
9/27/11 8:39 PM
3. Tyler, the Creator and I talk about our fashion differences. He
calls my shit ìrich-nigga clothes,î and I call his shit ìBrady Bunch shit.î
KANYE WEST “BIG BROTHER”
“Who was Hip Hop brother, who was No I.D. friend/No I.D. my
mentor, now let the story begin.”
VISIT X XLMAG.COM/REVIEWS FOR A DAILY BREAKDOWN OF ALL THE LATEST HIP-HOP MIXTAPES AND ALBUMS.
0 4 4 NOV EMBER 2011 X X LM AG .CO M
137_S&P_Los.indd 44
( Pusha T fills in all the blanks.)
SWAGGER JACKER
BORROWER
(Young Money/Cash Money/Universal)
Better
Way
A fill-in-the-blank Q&A can always gauge a rapper’s
state of mind.
doin’ lines
( Where Size Matters )
JUMP-OFF
11/10/11 12:17 PM
FOR MORE FROM PUSHA T, GO TO X XLMAG.COM.
16. The Juice Crew is a legendary hip-hop crew I wish never
18. I think Occupy Wall Street is much needed for the awareness.
19. I will never cut my hair because… Yo, Charlamagne Tha God wants
me to; Iíll cut my hair eventually.
20. Delivering three solid verses is the toughest thing about being a
solo artist. —SHAHEEM REID
J A S O N G O L D W AT C H
WHAT GOES AROUND
( What Goes Around )
ORIGINALITY
doin’ lines
x-rated
Show&Prove
There’s always room for a beautiful girl. The Eye
Candy section features photos and interviews with
the hottest, most wanted video vixens.
12 2 DECEMBER /JA N UA RY 2012 X X LM AG .CO M
138_Doin_Lines.indd 122
11/11/11 7:14 PM
®
®
lifestyle
THE GOOD LIFE
In hip-hop, fashion and lifestyle
have become almost as important as the music. In The Good
Life, you’ll find everything hiphop is rocking, what you should
be copping and then some.
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// xxlmag.com
®
®
XXLMAG.COM
( S TAT S )
HOMEPAGE >>>
NEWS >>>
Displays every section the site has
to offer, News, Features, Bangers,
Bloggers, Video, Reviews, Magazine and Contests.
Up-to-the-minute news on the latest
in hip-hop and featurettes on the
game’s most prominent rappers.
XXL VIDEO >>>
FEATURES >>>
Find out the latest on your favorite
MC through XXL’s exclusive online
Q&As.
BLOGGERS >>>
XXLmag.com features in-depth
blogs from the staff and notable
guest stars including Ron Mexico,
Byron Crawford and rapper
Killer Mike.
BANGERS >>>
XXLmag.com is the most credible hip-hop
website on the net. An extension of XXL magazine—the No.1 ABC-audited hip-hop publication on newsstands worldwide— XXLmag.com
provides up-to-the-minute hip-hop news and
music, exclusive online features, blogs from
the web’s most respected bloggers and original video content produced in-house. XXLmag.
com won a VH1 award for best hip-hop website, is often referred to as the CNN of hip-hop,
and is truly hip-hop on a higher level.
The site’s most popular section,
Bangers premieres exclusive
singles and videos and features
the latest rap leaks on a daily
basis.
Entirely produced in-house, XXL’s
video content allows users to go
behind the scenes of its cover
shoots, watch exclusive interviews
with the game’s brightest stars
and view footage from recent
hip-hop shows.
CONTESTS >>>
Exclusive contests and promotions available to readers. When
affiliated with an advertiser, an
opt-in component is available.
MAGAZINE >>>
XXL’s magazine content is
previewed online before each
issue’s newsstand date.
EYE CANDY >>>
TWITTER >>>
The industry’s hottest video
models are featured in sexy,
yet tasteful pictorials. There is
also Web Candy for the hotties
not yet in videos.
Follow the staff on Twitter on
the site to get the latest hip-hop
updates firsthand.
MONTHLY PAGE VIEWS:
MONTHLY UNIQUE VISITORS:
5,281,435
1,014,085
REVIEWS >>>
XXL reviews the latest hip-hop and
R&B albums.
Traffic data as of December 2010
AD RATES
728x90: Leaderboards $20 CPM (top and/or bottom of every page)
300x250: Medium Rectangle $25 CPM (above the fold on every page within content)
160x600: Wide Skyscraper $20 CPM (left hand side of every page)
SUPERHEADER UNIT, 970x270: $40 CPM (top of page)
WALLPAPER: $35 CPM
RICH MEDIA: $4 CPM surcharge (if XXLmag.com pays serving fees)
EMAIL NEWSBLASTS: $25 CPM
CUSTOM MARKETING PROGRAMS: Custom microsites, wallpapers, site skins, section sponsorships, expandable creative, custom
creative, roadblocks, email blasts, video pre-and-post-roll, contests and online/print integrated marketing programs are available upon request.
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM
®
®
EVENTS
XXL hosts premium events ranging from product launches to charity fundraisers, concerts and issue-release parties.
Events uniquely connect with the artists, influencers and fans of hip-hop music and culture.
Some of our past events have included:
DEF JAM 25TH
ANNIVERSARY
PARTY
XXL hosted an exclusive event to celebrate
Def Jam Records’ 25th
Anniversary. Def Jam
artists mingled with consumers at this NYC event.
XXL partnered with Rémy
Martin and Hot 97 on this
star-studded event.
XXL LIVE
HIP-HOP
SOUL
In support of Black Music
Month and to promote
the launch of Hip- Hop
Soul, XXL teamed up with
Rémy Martin to host an
exclusive event in New
York City, with special
live performances by
Chrisette Michelle and
Musiq Soulchild.
EIGHT732
LAUNCH &
YOUNG JEEZY
BIRTHDAY
Remy Martin was the
title sponsor of XXL
Live, a six-city summer
2010 concert tour with
events in New York, Los
Angeles, Chicago, Miami,
Washington, D.C., and
San Francisco featuring live performances by
Trina, Wale, Twista, The
Clipse and Three 6 Mafia.
XXL helped promote
the official launch of
Young Jeezy’s Eight732
clothing line by hosting a
VIP flight-themed birthday
soiree at a converted
airport hangar in Atlanta.
RISING
STARS
SUMMER
JAM
XXL teamed up with
Heineken to create a
360-degree integrated marketing program
aligning the brand with
some of the most influential, ground-breaking
artists in hip-hop, R&B
and neo-soul.
XXL is the official
magazine sponsor of
Hot 97’s annual hip-hop
music festival, Summer
Jam, held at Giants
Stadium, and the
publisher of the specialedition Summer Jam
concert program.
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM
®
®
INTEGRATEDMARKETING
PROG
PR
GRAMS
(CASE STUDIES)
HEINEKEN
Opportunity: Team up with Heineken to create a
360-degree integrated-marketing program aligning
the brand with some of the most influential, groundbreaking artists in hip-hop, R&B and neo-soul.
Solution: XXL selected “Rising Stars” who were
profiled in-book and online in a sponsored editorial
column in the magazine, on the homepage of the website, on a microsite and in custom interactive superheaders which lived on XXLmag.com and third-party
hip-hop sites. Print and online profiles explored the
artists’ careers, backgrounds, musical influences and
lifestyle. Consumers could hear tracks, watch videos,
read bios, follow the artists on tour and engage with
them via social media.
Result: The program was a true cross-media integration, ran throughout the year in every issue of XXL
and cultminated with a New York event celebrating
achievement in music. In addition, XXL ran a nationwide
contest in which consumers nominated themselves to
be Rising Stars, with the winner receiving a trip to a VIP
concert in New York.
HARLEY-DAVIDSON CUSTOM BUILDS
Opportunity: Increase Harley-Davidson’s awareness and
relevance in the urban market, and brand Harley with celebrities
who are leaders and influencers in the urban market.
Solution: Harris Publications created a custom program in
which we partnered with rappers Ludacris and Pharrell and
radio personality Funkmaster Flex to build four custom celebritydesigned bikes over a two-year campaign. Each custom build
was showcased on a digital microsite and print ran in XXL and
RIDES. XXL/RIDES invited readers to share their ideas for their
ultimate dream custom bike, which were then used to inspire
a custom gold Harley-Davidson motorcycle, given away to a
consumer winner.
Result: The program significantly raised Harley-Davidson’s
profile among urban consumers, generated considerable grassroots buzz, provided lead generation for the client and were the
subject of videos displayed in Harley-Davidson dealerships. The
bikes went on a nationwide tour including concerts, car shows
and bike shows, with Ludacris’ bike ultimately being featured at
the Harley-Davidson museum.
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM
®
®
INTEGRATEDMARKETING
PROG
PR
GRAMS
(CASE STUDIES)
EA SPORTS
Opportunity: Create
an online program to
promote Fight Night 4,
fusing boxing and hiphop into one cohesive
campaign.
Solution: XXL launched
“Battle of the Rap Ring,”
an online contest in
which 16 finalists competed head-to-head in
real time, live rap battles.
XXL built a custom microsite, used a voice call-in
application with voting capabilities, and allowed our
web community to vote. At the end of the four-week
period, the final two contestants came into the XXL offices
to battle head-to-head. This final battle was streamed on
XXL Video with the winner appearing in-book.
Result: EA Sports solidified the “Fight Night” franchise
with XXL readers by receiving over 10,000,000 print and
online impressions and 2 million consumers exposed to
the Battle of the Rap Ring promotion.
Football at Historically Black Colleges and Universities has a long tradition of great games,
historical rivalries, epic gridiron moments, halftime shows, coaching legends, bands, tailgating and offthe-field revelry. From the Circle City Classic to the Bayou Classic, XXL and Coors Light celebrate
Game Day with a look at the season ahead, saluting the grand tradition of Black College Football.
COORS LIGHT
Opportunity: Partner with Coors Light to promote the brand’s
sponsorship of Historically Black College & University (HBCU)
Football Classics.
Solution: XXL created a 4-page advertorial showcasing the history
of the games, tailgating, historic rivalries, great moments on the field,
halftime shows and the proud tradition of HBCU Football Classics.
This unit ran in the magazine, online and as a custom stand-alone
brochure distributed at Coors Light retailers, promotional events and
football games.
Result: Coors Light, long a leading beer brand in the AfricanAmerican market, raised awareness of their HBCU initiatives, reaching consumers via a non-traditional marketing message showing the
brand’s support of Black colleges, scholarships and achievement.
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM
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WEB PROGRAMS
(CASE STUDIES)
SCION
Opportunity: Develop an online program to unite the Scion brand with the
true hip-hop fanatic in a subtle, credible manner, steering away from overt logos and branding.
Solution: XXL created a social-networking application, XXLBlockTalk.com, to
host a first of its kind online rap battle. The program attracted aspiring MCs, was
in line with Scion’s organic approach to marketing and included user listening
and voting capabilities. Entrants had their own profile page and virally promoted
themselves to garner votes in the competition.
Result: The rap battle attracted more than 650 aspiring MCs, with more
than 490,000 unique visitors exposed to Scion online branding. Between the
microsite, online and offline promotion, and the winner being profiled in XXL
magazine, Scion was able to organically integrate their brand into the fabric of
the urban and hip-hop community.
PEPSI
Opportunity: Promote Pepsi’s DJ Division campaign and drive aspiring DJs
to join the competition to become the next Superstar DJ.
Solution: Pepsi became the exclusive sponsor of Gcast, an XXLmag.com
real-time audio blog where rappers called in to let fans hear what they’re up to
and live vicariously through them. In addition to hearing from superstar rappers,
renowned DJs participating in Pepsi’s DJ Division audio blogged on the site.
Result: The campaign organically integrated Pepsi into the content of the
site, uniting the brand with some of the biggest names in hip-hop and DJ
culture. In addition to traffic on XXLmag.com, the DJ blogs generated a large
amount of exposure and awareness in the hip-hop community through thirdparty sites and podcast streams.
T-MOBILE
Opportunity: Build awareness and excitement around T-Mobile’s limitededition D-Wade Sidekick 3 launch.
Solution: XXLmag.com created a turnkey promotion around one of our
readers’ most anticipated events, All-Star Weekend. The program effortlessly
linked the Sidekick 3 designed by Dwyane Wade, All-Star Weekend and XXL
via a custom-drawn cartoon series following two fans’ All-Star Weekend
adventures as they used the Sidekick to find D-Wade. Users were invited to
enter a sweepstakes to win a limited-edition Sidekick 3.
Result: XXL generated more than 10,000 online entries from the customized
promotion, creating huge enthusiasm for the Sidekick, building up T-Mobile’s
mailing list.
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM
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Custom
Publishing
Harris Publications provides custom publishing solutions for clients including Nike, Sirius Satellite Radio,
Emmis Broadcasting, Foot Locker, adidas and Rémy Martin. Custom publishing is one part of larger promotional
programs providing customized marketing solutions to help further brand penetration in the urban market.
Some of our custom publishing projects have included:
hot 97’s
summer jam
jay-z at radio
city music hall
xxl presents
hip-hop soul
the anger
management tour 3
xxl presents
shade45
xxl presents xxl dvd
magazine vol. 1
As sponsor of the Hot 97 annual mega
event, Summer Jam, XXL offers
advertisers the opportunity to reach
55,000 fans who attend the largest hiphop concert of the summer through
this exclusive concert program. Every
year XXL creates a custom program
for the big show, profiling the artists
performing onstage that year.
XXL’s softer side is Hip-Hop Soul,
a magazine that provides an
insightful look into the soulful
world of R&B. Hip-Hop Soul is a
custom-published special edition
series featuring exclusive artist interviews, music reviews, behindthe-scenes coverage, lifestyle
and fashion—all that is hot and
relevant in R&B.
When Eminem launched his rap radio
channel, Shade45, on Sirius, to reach
the 18- to 34-year-old hip-hop fan,
XXL created a magazine to educate
hip-hop heads about satellite radio,
how it works and how to get it, and it
also gave info on some of the artists
that would be featured on the channel. The ultimate goal of the magazine
was to boost subscriptions for Sirius.
For the 10th anniversary of Jay-Z’s
first album, Reasonable Doubt, XXL
published a story documenting the
making of the classic rap LP. The
article was so well-received that
when Jay performed at the
anniversary celebration at Radio
City Music Hall on June 25, 2006,
Def Jam asked XXL to produce a
program for this historic event.
In 2005, XXL sponsored The
Anger Management Tour 3 and
produced the program for the
ultrasuccessful nationwide tour.
The custom publishing project
was created as a mini-magazine,
designed with similar editorial
sections found in XXL, and featured
a CD compilation of artists on
tour inside.
XXL’s multimedia prowess includes
a first-ever XXL DVD Magazine
distributed on newsstands
worldwide. The disc featured
90 minutes of exclusive footage
with rap’s biggest stars and was
polybagged with a complementary
32-page collector’s edition
magazine.
When the special Shade45 XXL edition hit newsstands, awareness for the channel seemed to increase tenfold
overnight. It was not only exciting to see our personalities in print across the country, but to be connected with an
exclusive brand like XXL was a great look for Sirius Satellite Radio.
--- Geronimo, Sirius Satellite Radio, Director of Programming, Hip-Hop
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// xxlmag.com
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2012 publishing
schedule
issue #On SaleSpace CloseArt Due
MARCH (#139)jan. 31Dec. 6Dec. 20
Bonus Distribution at the annual Magic Fashion Convention — Las Vegas
APRIL (#140)March 6
Jan. 10Jan. 24
2012 Freshman Class/Spring Fashion
MAY (#141)April 10Feb. 14Feb. 28
JUNE (#142)May 15
March 20
April 3
HOT 97June 3April 10April 24
SUMMER JAM*
JULY/aug (#143) June 26
SEPTEMBER (#144)
May 1May 15
JuLY 31June 5June 19
15th Anniversary Issue plus Fall Fashion with Bonus Distribution at the annual Magic Fashion Convention — Las Vegas
OCTOBER (#145)Sept. 4 July 10July 24
NOVEMBER (#146) Oct. 9Aug. 14Aug. 28
DEC/JAn ’13 (#147)
Holiday Gift Guide/Winter Fashion
Nov. 20Sept. 25Oct. 9
Editorial themes are tentative and subject to change
* summer jam dates are subject to change
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// xxlmag.com
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IN THE NEWS
1115 Broadway, New York, NY 10010 /// Tel 212.807.7100 Fax 212.807.0216 /// XXLMAG.COM