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03.24.05 11:19 AM

The Source Revamps

The Source Revamps, Adds Latino Edition
March 21, 2005
By Stephanie D. Smith

While hip-hop has become as all-American as McDonald's, music magazine The Source has struggled to cue up readers and advertisers.

The monthly's rate base of 500,000 was slashed to 430,000 in January, and ad pages have plummeted 20 percent through April to 245 compared to the same period in 2004, reported the Mediaweek Monitor. Conversely, urban lifestyle book Vibe, which has a 860,400 circ and has seen its ads jump 10 percent year to date, is successfully reaching readers eager for news on Jay-Z and Lil' Jon.

Adding to the challenge, The Source in recent months has had to contend with top-level departures. The magazine lost its editor in chief Kim Osorio, who has since been replaced by former deputy editor Fahiym Ratcliffe, as well as the managing editor.

Read the rest in MEDIAWEEK

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