vibe audience and institution

Vibe Media Kit 

Over half of the purchases of Vibe is made by men and only 45% is women. This is more than XXL despite the women being sexualised in both magazines but i feel this is because Vibe target both genders better as they have more women star covers also their adverts target women where as all of XXL adverts target Men. Example's of adverts in vibe is:

There are equal amounts of masculin adverts as feminine which shows they are trying to aim the magazine for all genders which also displays equality.Knowing that the percentage of women that buy the magazine is less than the percentage of men they could reduce the amount of feminine adverts as it isn't helpful for men.
If the magazine want more female viewers this would mean that they may have to change their content for articles that would intrest women so may talk about more female artist in the Hip hop industry. They may also have to change the style of the front pages as many of the covers are dark if they use more colours they will attract more female customers. For example look at the adverts above the woman's advert is more colourful.

The age range with the highest percentage is 21+ with 82%. This tells us that their audience is mostly young adults.This means they can pick slightly more mature themes for their article because the majority who read the magazine are not minors. The reason for this may be the genre it's self is quite mature and the way they advertise some of their cover artist will attract a certain age group.

Black African American has the biggest percentage of 75% this may be because that this is what many ethnically black people listen to as it came from rap which started with people from troubled areas rap about their struggle and the area's these are in are highly populates with African Americans. From analysing the magazine Vibe targets African Americans as the majority of the cover starts are ethnically African American and successful. Seeing people like you successful inspires you this will enourage then to buy it. Secondly as seen in the adverts above it is easier to see in the woman's adverts, the hair product advertised is for curly /afro hair with a coloured model.

Many of their audience is educated 75% going to college or have gone to college this helps the publisher decide on the type of vocabulary using not just simple words but complex.

Institution

Quincy Jones launched Vibe in 1993 in partnership with Time inc. It is a New York-based publishing company. It owns and publishes over 90 magazine brands including: Time, sports illustrated,travel and leisure, food and wine, fortune, people and so on. However On April 25, 2013 it was announced that Vibe Magazine along with Vibe.com and VibeVixen.com had been sold to spin media. Spin Media is an American digital publisher which owns a number of pop culture websites, including Spin, Stereogum, Vibe and The Frisky. Buzz Media was founded by Anthony Batt, Marc Brown, Kevin Woolery, and Steve Haldane under the name Buzznet. Vibe magazine is more of an Hip Hop magazine rather than a Hip Hop magazine so the publishers (Spinmedia) may not understand it properly.