Hip Hop Weekly

Questions with Co-Founder and Publisher Dave Mays

1. What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?

We identified an underserved market niche: there has been no celebrity magazine directed to the Hip Hop audience. Proof of this is that we became ranked as the #12 best selling magazine nationally in the 7-11 chain as of June 1, 2007. This is out of over 65 titles they carry.

2. Looking back, what was the most important hurdle you were able to overcome?

Building newsstand circulation has been a challenge, given all of the consolidation and the promotional dollars necessary to be taken seriously by various retailers and wholesalers. We are gratified that good reports have been coming in from the distributor. Advertisers have been quick to pick up on this opportunity as well.

3. What was the most pleasant surprise?

The positive feedback from the Hip Hop Community: from artists to readers to executives in the music/entertainment industry, people love the format. People really love Hip Hop Weekly.  Because of this, we have been able to build on many previous contacts and relationships.

4. What is the biggest challenge you are facing today?

Fine-tuning our unique staffing and operating procedures, as I learn how to build a more efficient organization during a time when traditional approaches to running a magazine business have all but gone out the window.

5. Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being.

Hip Hop Weekly may be the new kid on the block, but already she is making waves. She has a proud heritage, and she shows it. She has a certain swagger, a likeable demeanor that attracts people’s attention from any and all backgrounds. She has a sense of humor and a well-rounded personality with interests in sports, music, movies, politics and celebrities

6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

Find a niche and focus on creating a quality product that serves your target reader. One approach is to start regional. Handle the marketing, ad sales and distribution in an area within your reach. Use the Internet to build your network.

7. Finish this sentence: in 2011 your magazine will be…

In 2011 Hip Hop Weekly will be the #1 selling newsstand title serving the multicultural, under-40 demographic. We will be considered the “People” magazine of our generation