Magazine Beef: XXL vs. Giant

 |  May 30, 2009
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Below is a letter/fax sent out by XXL Magazine to Mindshare a pretty prominent media planning agency that helps a lot of major brands and corporations place their ads.

Basically the letter is informing Mediashare that one of it’s rivals, Giant Magazine, is going down the shitter. They basically say no one is even reading it and they should pull all their advertising away from Giant and give it all to XXL.

How nice of XXL to do that.  I must say that I am in no position to determine the authenticity of this letter/fax, but it seems pretty real to me.  It’s also looking pretty grim for XXL as they recently took out an ad looking for a “sales gansta” to fill their advertising director position (see below the fax).  It’s going to be tough for them to find someone who wants to work for a dead industry.  That’s like putting out and ad to run a cassette factory in’93.

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From: [redacted]
Subject: Referral Help – Hip-Hop Magazine Sr. Account Executive

Referral Community,

We’re in search of a sales “gangsta” for an Advertising Director position at
a leading Hip-Hop and Rap Culture Publication

Location: New York, NY
Compensation: $60-70K Base, $130-200K OTE
Experience Level: 4 years

Job Description

A heavy hitting, large and in charge, Hip-Hip and Rap Culture Magazine needs
a Advertising Director. They need YOU to be charismatic and hungry enough to
sell print campaigns to national business accounts. They want YOU to know
the language and Culture of Hip-Hop, be innovative and creative enough to
make the tough sell, and smart enough to sell urban and youth culture to
companies that might not see it’s [sic] value.

YOU must come with prior sales experience (i.e. They want you to bring in
the cash money,) an active account list and strong relationships (i.e. know
the right people who will give you dollars.) You will be selling a
combination of traditional paging and must be able to pitch/concept “Big
Idea” integrated programs (They need you to “bring it” and “shut it down.”)

Our clients’ work environment is cool, calm, and collected. Build your
empire and the world is yours.

QUALIFICATIONS

* 4+ years of Online/Print Sales
* Hip-Hop Knowledge
* Be a sales solider
* Bachelor’s degree
* Excellent written and verbal skills
* Aggressive follow-up and closing skills

“Cash Rules Everything Around Me, C.R.E.A.M. Get the money, Dollar, dollar
bill y’all” – Wu-Tang Clan

As always, generous bonus rewarded for referrals.

It’s 100% OKAY to repost this ad anywhere.

[Redacted]

  • http://www.ihiphop.com/Lord_Devious Lord Devious

    The problem with these magazines is that they have no fucking market. What heterosexual guy would want to buy a magazine with nick cannon or eminem on the cover? Who the fuck are they targeting, 15 year old inner city hommos maybe? Than again, even the skin mags are going’ belly up…