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MARKETING / BRUCE HOROVITZ

Quincy Jones, Time Warner Launch Rap Lovers Magazine

September 15, 1992|BRUCE HOROVITZ

Ultimately, founders of the Source backed off. "Vibe was created as a marketing vehicle," explained David Mays, publisher of the Source. "We were created because every one of us here lives the culture and the message" of rap. Indeed, no one on the Source's staff is over 26 years old. Quincy Jones, founder of Vibe, will be 60 next year.

Among younger black teen-agers, Vibe also faces competition from the year-old YSB (Young Sisters & Brothers), which also has a connection to Time Warner. The publication is owned by Black Entertainment Television, which itself is partly owned by Time Warner.

"Advertisers are just beginning to realize that they must diversify in order to reach the next generation," said Debra L. Lee, publisher of Washington-based YSB, which tries to show readers positive black role models. YSB's advertisers also include Nike and Levi.

But Vibe will need white readers too. "If Vibe doesn't catch on with the white audience, it won't make it," said Carol Smith, Vibe's acting publisher, who six years ago was a founder of Parenting magazine. "Sure, Vibe's about black artists--but everyone is influenced by this music. My nephew, who is 18 and very Jewish, is a rap 'DJ' on weekends at Bar Mitzvahs."

Briefly . . .

While ad industry insiders say Hilton Hotel Corp. today will likely hand its $15-million ad business to Los Angeles-based Dailey & Associates, the Beverly Hills hotel chain insists that it may continue with its agency of 25 years, McCann-Erickson/LA. . . . Janik & Associates of Los Angeles has won the May Co. of California broadcast media buying business. . . . The Los Angeles agency Stein Robaire Helm lost the $5-million ad business for Southern California Acura Dealers to Acura's corporate agency of record, Ketchum/L.A. But it picked up the estimated $10-million business for InSight Telecast, a Fremont, Calif.-based firm specializing in one-step VCR programming. . . . The Los Angeles office of Della Femina McNamee has been relaunched as Stranger & Associates. . . . Catalina Marketing of Anaheim and Information Resources of Chicago have formed a new Anaheim-based joint venture company, Catalina Information Resources, which will track store scanner information. . . . The heavy demand for data on the Asian market will be discussed at the Asian American Advertising & Public Relations Alliance meeting at 6 p.m. Monday at Hotel Nikko in Beverly Hills.

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