2010-11 media kit

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nder new ownership by The NorthStar Media Group, The NEW ERA of The SOURCE expanded to larger audiences through wide-ranging multi-media platforms that utilizes traditional methods like TV, radio and of course, The Source’s loyal

newsstand base, cohesively with new media outlets like its website (www.thesource.com), social media and mobile technologies. De-spite ups and downs, The Source remains the #1 brand in Hip-Hop. This mission continues and that is to be cultures most entertain-ing, complete and respected brand in Hip-Hop and youth culture. The New Era also showcases Hip-Hop in a responsible and brand-conscience way to support the valuable and respectful brands of its partners and clients. Without compromising creativity and integrity, The Source documents the total lifestyle of Hip-Hop.

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he NorthStar Group is a minority-owned (MWBE)

music, entertainment, sports and corporate initia-tives. NorthStar helps clients meet their business and marketing goals with a combination of tradition-

al and non-traditional marketing methods along with unique access to celebrity star power. Let NorthStar enhance your advertising or marketing mission by leveraging our creativity, diligence, rela-tionships and above all, innovative marketing strategies.

Founded in 1997, The NorthStar Group represents some of the nation’s leading African-American brands, magazines, websites, artists, celebrities and entertainers. NorthStar was formed to assist corpora-tions in reaching their target markets and achieving consumer goals.

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The Source continues to be youth culture’s most coveted and recognizable lifestyle media platforms due to its roots and deep connection to the Hip-Hop community.

The Source continues to offer editorial exellence by consistently covering the issues most important to young adults and Hip-Hop culture in every issue:

Music (Hip-Hop, R&B, Reggae, Urban Rock, Techno-youth culture mash-up)Fashion

fashion names and brands) Sports (Special events, leading teams, athletes, extreme sports and exclusive previews) Entertainment and Hollywood (Film festivals, TV season previews, parties,

headlines and A-listers)Culture (Insider’s look into the identities and phenomena driving our culture)Politics (Media Watch, interviews with community leaders to investigative reporting)Business (Investment, advice, independent labels, Power 30 packages and

Technology and Telecom (Web, mobile, gadgets and exclusive products)International (Hip-Hop worldwide and issues that affect the global culture)Reviews (Music, video games, books, Unsigned Hype, DVDs and live shows)Art (Top photographers, visual artists, innovative design and contemporary art)Automotive (From electric cars to the latest models of choice) Health (Tips on healthy eating and healthy living) Travel (The best travel for the mogul and the budget-conscious) Legal (Behind Bars expose, re-entry and legal issues)

NO ONE COVERSYOUTH & HIP-HOP LIFESTYLE LIKE WE DO

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SCHEDULE ISSUE/THEME SPACE CLOSED MATERIALS DUE ON-SALE

Dec/Jan ‘10 11/17/2010 11/19/2010 12/14/2010

Best of the Best, Annual Holiday Buyer’s Guide Issue

Feb/March ‘11 12/31/2010 01/02/2011 01/25/2011

Fashion, Sports, Politics, Black History Month

April ‘11 02/16/2011 02/18/2011 03/15/2011

The 3rd Annual Green Issue: Money & Global Warming

May ‘11 03/29/2011 04/1/2011 04/26/2011

The Womens Issue, Spring Break

June/July ‘11 05/10/2011 05/13/2011 06/07/2011

Summer Heat: Fashion, Travel, Leisure, Auto

Aug/Sept‘11 07/13/2011 07/15/2011 08/09/2011

Back to School, Who’s Next? Break-Out Issue: Breaking new artists and talent

October ‘11 08/16/2011 08/19/2011 09/13/2011

Special Collector’s Edition

November ‘11 09/27/2011 09/30/2011 10/25/2011

14th Annual Power 30: Music and Entertainment Business Honorees

December ‘11 11/15/2011 11/18/2011 12/07/2011

Best of the Best, Annual Holiday Buyer’s Guide Issue

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OUR READERSARE...The Source has the most diverse audience in Hip-Hop. Regardless of sex and race, The Source captures the attention of Hip-Hop fans period. This includes:

covered on a monthly basis.

Our readers are all motivated and driven by the same passion and creativity that has made Hip-Hop the multi-billion dollar culture and business that it is today. Our multi-generational (primarily 18 –44 year olds) audience has consistently proven to be:

Our readership is full of leaders in their respective professions and motivated self-starters that are being groomed for future success.

Our powerful audience, make up the key demographic that brands—ranging from fashion, automotive, music, entertainment, retail, technology, travel and hospitality, health and beauty, food and beverage as well as government, pharmaceuticals and educational institutions—are consistently seeking because of their tremendous buying power and authority in popular culture.

Target your demographic directly through The Source, the Hip-Hop publication with the greatest propensity for reaching 18-34 year olds.

* Source Readership Survey.

RATE BASE 2011: 300,000READERS PER COPY: 5READERSHIP: 1,500,000

MEN: 58%WOMEN: 42%MEDIAN AGE: 28MEDIAN HHI: $41,384

AGE 18 – 44: 84.7%MEN AGE 18 – 44: 50.3%

AFRICAN-AMERICAN: 60.2%WHITE: 26.9%ASIAN, AMERICAN INDIAN, OTHER: 17.3%LATINO: 14%*Note: Total may equal more than 100% as respondents were allowed to select more than one

HHI: $30,000+: 60.1%HHI: $40,000+: 47.4%HHI: $50,000+: 39.8%

ANY COLLEGE: 50.3%CURRENTLY IN COLLEGE: 19.8%EMPLOYED: 73.9%SINGLE: 75%

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DEMOGRAPHIC STATS

* Source Readership Survey.

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#217_cover_v1.indd 1 11/12/07 7:22:29 PM

he Source built its multi-cultural readership directly at the newsstand. The Source sells

almost 200,000 copies on newsstands 10x a year and has consistently been among the top 50 newsstand titles.

distribution on the newsstand, and having been a consistent top seller over our competitors, like VIBE, XXL and Complex, you know that The Source readers

are truly interested in purchasing and reading the magazine, month-after-month.

NEWSSTAND SALES

185,000SUBSCRIBERS

115,000TOTAL RATE BASE

300,000

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he Source’s coverage is dynamic and remains committed to growing our diverse multi-generational audience of Hip-Hop followers in the United States and abroad.

With the launch of sister titles Source Latino,

Hip-Hop media brand to go global.

MEXICO’S

DRUG WAR IMMIGRATION DEBATE

OBAMA’SALLEGIANCE?

YO TE QUIERO

WISIN Y YANDELALL EYES ON ME

CRISTIANO RONALDO

WWW.THESOURCE.COMAPRIL 2009 #000

PIT BULLCALLE 13

KAT DE LUNA

THE BIBLE OF HIP-HOP MUSIC, CULTURE & POLITICS HIP-HOP MUSIC, CULTURE & POLITICS

DIZZEE RASCALNEWHAM GENERAL

ESTELLEG.O.O.D. MUSIC’S

FIRST LADYTHE

CROSSOVERBRITS INVADE

THE GRAMMYS

ROOTS MANUEVA / LADY SOVEREIGNMONSIEUR R / KANO / KOOL SAVAS

YOUSSOUPHA / SERYOGA

DROPPINGBOMBS

AMSTERDAM’SGRAFF SCENE

LAST MEN STANDINGITALY & SPAIN @ THE WORLDCUP

FRESHMEN 2009ARTISTS HIT THE MOTHERLAND

NIGERIAN FASHION WEEKMAMA AFRICA

TRIBUTE TO MIRIAM MAKEBA

THE BIBLE OF HIP-HOP MUSIC, CULTURE & POLITICS

ALICIA KEYS SUPERWOMANNAS RETURN OF GOD’S SONMOS DEF BLACK STAR

TUKSK'NAAN

AFROMANKOLD PRODUK

RUGGED MANPACOTILLE

KARIZMASWAY

MODE 9MOVAIZ HALENE

SCIENTIFIC

THE AIDS CRISIS: DISPELLING THE MYTHS

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MAGAZINERATESNATIONAL RATES4Color 1x 3x 6x 9x 12x

Full Page $25,185 $24,435 $23,675 $21,660 $21,155

Spread $50,370 $48,858 $47,348 $43,318 $42,310 2/3 Page $18,893 $18,325 $17,760 $17,005 $16,245 1/2 Page $15,110 $14,625 $14,205 $13,300 $12,695 1/3 Page $10,820 $10,500 $10,170 $9,740 $9,090

4C PREMIUMS 1x 3x 6x 9x 12x

Cover 4 $31,485 $30,540 $29,590 $27,705 $27,075

Cover 3 $28,965 $28,095 $27,225 $26,065 $25,490 Cover 2 $30,225 $29,315 $28,410 $26,595 $25,385

ALL RATES ARE GROSS.

DISCOUNT OF 15% TO RECOGNIZED AGENCIES.

FOR MORE INFORMATION ON CHARTER RATES, CUSTOM PACKAGES, PUBLICATIONS, REGIONAL OR RETAIL RATES, GATEFOLDS, INSERTS AND ADVERTORIALS, PLEASE CONTACT:

SOURCE ADVERTISING/NEW YORK OFFICE: 212-253-3700E-MAIL: ADVERTISING@THESOURCE.COM

heSource.com is a unique, innovative and cutting-edge hub for independent creative thinkers and artists who express

rests on being the most extensive online portal and resource for those seeking access into the global Hip-Hop community

on a daily basis. TheSource.com is a lifestyle media entity that creates endless opportunities for partnership with top brands, products and networks in a dynamic promotional environment. As your premier digital partner, TheSource.com will service your precise marketing needs from customizable banner programs, exclusively branded content and broadband promotions, to targeted data capture, surveys and user analysis that will generate measured results through TheSource.com platform.

SPECS DIMENSIONS PRICELeaderboard 728x90 $15 CPMSkyscraper 160x600 $15 CPMTop Banner 300x250 $7 CPMBanner 300x250 $7 CPM

Additional digital marketing opportunities include:

TO CUSTOMIZE AN ONLINE PACKAGE OR FOR MORE INFORMATION ON SOURCE DIGITAL RADIO, PLEASE CONTACT

E-Mail: advertising@thesource.com

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MAGAZINERATES

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MARKETING & EVENTS 2011The Source offers special marketing opportunities for our advertising partners who want to promote their brand across specific or multiple platforms. From product sampling to in-book promotions and special events, the opportunities are endless.

ISSUE RELEASE PARTIES

The Source has a series of issue release parties inviting all who have been featured or involved in the creation of the issue for the month. These events will include

advertisers, featured artists, models, contributors, and most importantly, the cover artist in various markets throughout the year.

For 2011, The Source will host 4 issue release parties celebrating and promoting the cover artists, themes and initiatives surrounding the editorial content. These four issues will include

targeted events, and two will be held exclusively for tastemakers and industry insiders.

SPECIAL EVENTSThe “ONE” Project (Jan. 11, New York, NY)

The Source and Bulldog Bikes Worldwide will

for all ages. Music performances, food and drinks, giveaways, exhibits, gaming sections will lead up to the BMX and Skateboard competitions in which

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Source Sports Superbowl Weekend (Feb. 6, Dallas, TX)Superbowl weekend is the largest party weekend in The United States for sport fans and party participants alike. The Source

with their annual Source Sports Superbowl Celebration. No matter your team, this party will be the winning choice as professionals from the sports and entertainment world will come together for a night to remember.

Grammy Weekend (Feb. 13, Los Angeles, CA)

year’s best and brightest in music as voted on by The Recording Academy’s membership of music professionals is always a dynamic, memorable evening. The Source will host an After Party for featured Hip-Hop artists, winners, and nominees celebrating the careers and achievements within the music industry.

Black History Weekend at MGM/Foxwoods Resort and Casino,(Feb. 25 & 26th)The weekend will consist of a play, concert, step competition, spoken word, and a gospel brunch highlighting many facets of African-American culture during Black History Month. In addition to the various events, there will also be an art gallery throughout the resort, featuring the best Source covers from the past 22 years.

NBA AllStar Weekend (Feb. 19, Los Angeles, CA)East Coast vs.

West Coast? Only on the Courts this weekend! All-Star Hoops comes to LA! The SOURCE SPORTS gets you an all-access pass to the annual

with the NBA Players Association. Pledge your alliance to this All-Star entertainment event.

WINTER MUSIC CONFERENCE(Mar. Miami, FL)Winter Music Conference, in its 26th consecutive year, is one of the most publicized annual music gatherings in the world. A pivotal platform for the advancement of the industry and the perfect place for our Unsigned Hype showcase celebrating new and up and coming talent.

SXSW (Mar. 16-20, Austin, TX)The SXSW Music and Media Conference celebrates its 25th Anniversary in 2011. At night, The Source will bring you a showcase with musical acts from around the globe in downtown Austin.

BET AWARDS(Jun. 26, Los Angeles, CA)During the BET Awards weekend The

tastemakers and general consumers a free showcase on the summer roster of Def

to kick off the summer heat.

HISTORIC HIP-HOP CONCERT(August, Las Vegas, NV)During Magic Tradeshow, The Source will host a private show featuring legendary Hip-Hop artists.

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HOTTEST HOMECOMINGSOF THE SOUTH (Sept-Nov, Southeastern Border, USA)The Source homecoming tour has partnered with leading southern college and university campuses to bring you the Hottest Homecom-ings – The Southern Tour (target states are Florida, Georgia, Alabama, Mississippi, Louisiana, Tennessee, South Carolina). Concerts, Step Show Competition, and exclusive movie screen-

addition, the Source will feature participating schools in our Hottest Homecomings campaign both in-book and online in a sponsored special advertising section and online.

BAYOU CLASSIC(Nov. 25-26, New Orleans, LA)Annually, The Source partners with State Farm Bayou Classic as a media and marketing partner. Our partnership includes the Battle of the Bands, Battle of the Bands after party, Fan Fest, and branding opportunities at the Super Dome and national television promo commercials during the game.

5 MIC STORYTELLERS SERIES(Fall/Winter, USA)These past 22 years, The Source has set the bar for the 5 Mic Album rating by awarding forty-two albums 5 Mics. Continuing its legacy, The Source will now bring the 5 Mic Storyteller series to six cities

will consist of an intimate session with the awarded artist performing to a live band while breaking down the lyrics and story behind their 5 Mic album. Some of the Artist to be included are Bun B,

Dr. Dre, WuTang Clan, amongst others.

SET SAIL WITH THE SOURCE(March, The Caribbeans)During Spring Break The Source will take the Hip-Hop lifestyle and Source consumer from land to sea.The Source will produce a week long cruise that engages the consumer in Hip-Hop and Caribbean music, shopping, travel and politics. Events will include a Business of Hip-Hop & Creative & Inspiration panel discussion, fashion show, open-mic showcase, old school hip-hop

tournament.

COMMUNITY EVENTSThe Source partners with non-for-

awareness about health, political, social and economic issues within Hip-Hop culture. We use our media platform to empower the voices within our community as well as grassroot organizations

who wish to make information and resources more readily accessible to all, while providing solutions to issues inherent within our community.

PRODUCT SAMPLINGWhether online trials, a live “tasting” event, or hosting a focus group before the release your

MARKETING & EVENTS 2011

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MARKETING & EVENTS 2011

new product, The Source will customize a special package to support, promote and “test” your product amongst exclusive sets within our unique audience of tastemakers and trendsetters.

CUSTOM PUBLISHINGThe Source has held a long history of providing

phenomena. To continue to support these ideas and brands that deserve a greater highlight, The Source is dedicated to creating unique stand-alone editorial supplements, inserts, wrapped or polybagged to each issue within our 12 month calendar.

SUPPORT OUR TROOPSThe Source is proud of the strong men and women

country. In support,The Source has launched the “Support Our Troops” initiative, which includes

key programs on our website to allow our soldiers deployed worldwide to connect with each other and people at home through a special networking tool, in-book features of inside looks as to their plights, special events to help support their return, as well as special mailings to our soldiers who are currently abroad.

Crash The CourtCrash The Court (formerly AND1) is our Source Sports initiative aimed at generating awareness of our brand on television, at the retail level, as well as through a grassroots promotional tour. As a high energy, competitive streetball tour and television

series to be aired on MTV2, featuring the most widely recognized and skilled streetball players in the world, Crash The Court offers numerous opportunities for brand intergration, community involvement, as well as meaningful exposure in-book, online and on TV.

SPIT 16Spit 16 is our grassroots promotion aimed at

clothing stores to car audio shops and barber shops. We’ve partnered with outlets that sell The Source to set up an event to give our readers—many of whom are aspiring artists—the opportunity to rhyme their hottest 16 verses on camera. The footage is sent to The Source for editing to be aired on The Source TV via the internet. We will create online contests for the public to choose their favorite 16 bars. We will seek sponsorship in various markets. We position this promotion as added value for advertisers.

ENGAGE PROGRAM (Year Round)The Source’s goal is to create a “safe-haven”

underprivileged neighborhoods are given a unique opportunity to interface with their community and become local news producers providing coverage for broadcast on TheSource.com.

UNSIGNED HYPE SEARCHThe Source Magazine Unsigned Hype search will

radio stations The Source will execute a round-robin competition to crown a rapper or singer “Unsigned Hype Champion.”

The winner of the Unsigned Hype search will

a feature in the Source magazine and merchandise from the event sponsors. The winner will also be

her home city to receive the title, “Unsigned Hype Champion.”

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A History OfACCOMPLISHMENTS

The Source has had unparalleled achievements in our 20+ year history. While the magazine was undoubtedly the foundation,

The Source brand has created 22 years of content — the oldest and largest reservoir of Hip-Hop content to date — and our

accomplishments stretch far beyond the pages of the magazine…

MAGAZINE

newsletters)

numerous publications, including Advertising Age, MediaWeek, Brills, LA Times and

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THE SOURCE AWARDS

American teens - with the exception of the Super Bowl XXXIV -- delivering a 26.3 rating vs. the Super Bowl’s 26.5

THE SOURCE HIP-HOP HITS CD COMPILATION SERIES

TELEVISION

Hip-Hop history.

The Source All-AccessThe Source Sound Lab

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MECHANICAL SPECIFICATIONSALL ADS MUST BE SUPPLIED AS HIGH RESOLUTION PRINT QUALITY PDF/X-1A FILES. UPLOAD ALL AD MATERIALS/CREATIVE (IN A FOLDER LABELED BY YOUR BRAND NAME/DATE OF RUN)http://s44198.gridserver.com username: ads@thesource.compassword: snapdragon

PROOFS: SEND 2 PROCESS PROOFS TO: THE SOURCE / PRODUCTION DEPARTMENT / 11 BROADWAY, SUITE 315, NEW YORK, NY 10004(THE SOURCE CANNOT BE HELD RESPONSIBLE FOR DISCREPANCIES IN COLOR IF THIS CONDITION IS NOT MET.)QUESTIONS? CONTACT: PRODUCTION@THESOURCE.COM

FULL PAGEALL FULL PAGE ADS MUST BLEED

TRIM: 7.875” X 10.875”BLEED: 8.125” X 11.125”

Please keep all type, logos or important information at least .25” away from all sides of your ad to prevent cropping.

TRIM: 7.875” X 10.875”

magazine size)

BLEED: 8.125” X 11.125”

edges of page”)

on all sides of ad.

7.375” X 10.375”(keep all type, logos or important

information away from trim on all sides of your ad to prevent

cropping) this is .25” from trim on all interior sides of ad.

TRIM

SAFTEY

BLEED

SPREADALL SPREAD ADS MUST BLEED

TRIM: 15.75” X 10.875”BLEED: 16” X 11.125”

Please keep all type, logos or important information at least .25” away from all sides of your ad to prevent cropping.

TRIM: 15.75” X 10.875”

magazine size)

BLEED: 16” X 11.125”

edges of page”)

on all sides of ad.

15.25” X 10.375”(keep all type, logos or important

information away from trim on all sides of your ad to prevent

cropping) this is .25” from trim on all interior sides of ad.

TRIM: 16.5” X 10.875”(Actual page size / finished

magazine size)

BLEED: 16.75” X 11.125”(for images and graphics that

“bleed off edges of page”)this is an additional 1/8” (.125)

on all sides of ad.

GUTTER

TRIM

SAFTEY

BLEED

GUTTER

PARTIAL PAGEPARTIALS DO NOT

BLEED

2.375” x 10.375”

3.56” x 10.375”

4.75” x 10.375”

2.375” x 10.375” 3.56” x 10.375”

4.75” x 10.375”

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TERMS&CONDITIONS1. The Source rates published herein are effective May 1, 2009. Announcement for any rate changes will be made upon giving at least four

weeks prior notice. Orders for issues thereafter will be at the then prevailing new rates.

2.

simulate editorial material must be clearly labeled “ADVERTISEMENT.” may so label such advertisements. The Source is not

responsible for changes submitted after closing dates or errors in key numbers.

3.

4. Advertiser and Agency may not cancel orders for advertising after closing dates. If there is an instance where creative is not available

5

hereunder. Advertiser and Agency agree to reimburse for any fees and costs incurred by in collecting any unpaid

charge or portion of the charge for advertisements, including reasonable attorney fees and court costs.

6.

for the

short rate within 30 days of invoice thereof.

7. A sample of any supplied insert must be submitted to and approved by before printing, in accordance with the special units

and production requirements detailed in this rate card. Advertiser and Agency shall be responsible for any additional charges incurred by

8.

advertisements and that the publication and distribution of the advertisements will not defame anyone or violate the trademark,

copyright, right of publicity, or right of privacy, or any other proprietary rights of any third party. In consideration of the publication of the

advertisements, the Advertiser and Agency will indemnify and save The Source harmless from and against any loss, claims, or expense arising

from the publication of such advertisements.

9. Any condition on contracts, orders, or copy instructions involving the placement of advertising within and issue of (such as

page location, competitive separation, or placement facing editorial copy) will be treated as a positioning request only. inability

or failure to comply with any such condition shall not relieve the agency and advertise of the obligation to pay for the advertising.

10. Agent’s commission: 15% to recognized agencies approved by the Source.

11. Orders for cover pages may not be cancelled. Options for cover positions must be exercised at least 30 days before the closing date. If

order is not received by such date, the cover option automatically lapses.

12. Terms of sale: Payment is due within 30 days of the date of invoice. Bills are rendered on or about the on-sale date. Interest will be

charged at a rate of 1.5% per month (or the highest rate permissible by law if lower than 1.5%) on past due balances.

13.

card will be binding on . Only authorized Source representatives shall bind or obligate the Source.

14. liability shall not exceed a refund of amounts paid to for the advertisement.

15

16. Orders for -produced inserts are noncancelable without the written agreement of . Should an agreement be

reached allowing an advertiser to cancel an existing work order, it will include a requirement that the advertiser be responsible for the cost

17. The copyright in any advertisement created by is owned by and may not be otherwise used by the Advertiser

without prior written consent. Advertiser and Agency agree that any advertisements published in may, at

the Publisher’s option, be included in all media, whether now inexistence or hereafter developed, in which the issue containing the

advertisement is published, reproduced, distributed, displayed, performed, or transmitted, in whole or part. Except as set forth herein,

Advertiser and Agency reserve all its rights of ownership.

18. T

magazine.

TO OVER 1500 ADVERTISERS...Thank You!