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'Vibe' to Launch Lifestyle SpinOff

Folio, Tuesday, May 12, 2009 10:15 AM

Music magazines may be struggling, but Vibe is looking to defy the odds by launching The Most!, a biannual print magazine and Web site.

The Most! is set to hit national newsstands June 16 with a print run of 300,000. TheMostmag.com is expected go live about two weeks earlier. The magazine will feature "tabloid-themed" content focusing on urban style, celebrity, beauty and culture.

"We will focus heavily on digital, social networking and eventually mobile," says publisher Edgar Hernandez. He says the company tested similarly themed issues of Vibe over the past two years and "had great sell through at the newsstand." One of those issues, the January 2009 magazine featuring Chris Brown and Rihanna, was Vibe's highest-selling issue. Vibe's ad pages plummeted 42% during the first quarter, per the PIB.

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