THE MARKETING 100: VIBE: KEITH CLINKSCALES

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Vibe is a brand that started as a magazine but is looking to expand into many more areas. "Vibe" the TV show is already a reality, as are annual Vibe Music Seminars and fashion shows. Still on the drawing board but quickly moving forward are projects for the first Vibe retail store, film production company and radio ventures.

"The opportunity for magazines to transcend being a magazine has never been greater," says Keith Clinkscales, president of Vibe/Spin Ventures. "The opportunities for magazines to be used as the platform to build full-fledged media companies has never been greater."

Last August, the title and its partner Columbia TriStar launched a nightly, syndicated talk show, hosted by comedian Sinbad. Vibe is also in its third year sponsoring a three-day concert on Disney World's Pleasure Island.

"I think we were the first ones to bring hip-hop to Disney World," says Mr. Clinkscales.

This year will see the opening of the first Vibe store in New York's Harlem neighborhood, selling apparel, books and music.

Vibe advertising pages and circulation are benefiting from the added exposure. For the full year 1997, ad pages were up 15.2% to 1,047.18, according to Publishers Information Bureau figures. Circulation for the same period grew 15.9% to 531,661, according to the Audit Bureau of Circulations.

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