This is a case study on the popular hip hop magazine, XXL

3.  First published in 1997.
 The first issue featured rappers Jay Z and
Master P.
 To begin with the magazine only featured Rap
but as it got more popular it began to feature
Hip Hop to help sales.
 XXL is a music magazine that has featured
many rap/hip hop artists.
 It is based in New York City and only releases
6 editions a year.

4. The first editions of XXL

5. The main image presents a
typical male who is usually
black as the stereotype of
rappers is African American
typically.
The colour scheme is mainly
red, black and white which has
been the same through out the
years since the first publication.
Other rap artist that feature in
the magazine will be on the
front cover some where on most
front covers of XXL
The artist on the front cover will
usually be wearing some sort of
jewellery and have tattoos on
show. Also the artist will often
have a hardened face to help
them look cool and serious.

6.  Its issued only 6 times a year but has recently
decided to stop printing because of the
decrease in sales.
 XXL have a website online where you can find
out tons of information about latest albums, all
of the big Hip Hop artists, new songs etc.
 Follows a standard magazine layout with
colours and text.
 Other than music XXL covers fashion and
culture.
 The cost of the magazine is $5 which is £3.14 in
the UK.

7. Homepage of XXL

8.  The fans of Rap music will be the target audience of
XXL.
 Aged between 16-34.
 Predominantly male readers
 Active rap fans who listen and like to know the
latest about hip hop.
 Interested in video games, fashion, gangs and
possibly drugs.
 Sees XXL as a rap magazine that will cover all of
their favourite artists.
XXL’s Mission Statement and Ideal Reader:
XXL mission is to take a mature real and intelligent approach to hip hop music. XXL keeps up
with hip hops energy and targets the people that live for urban music. The general target audience
for XXL magazine is 78% male readers, with the median age of 27, and 44.7% college buyers, and
67% African Americans. Priced at $5.99 XXL is the number 1 selling magazine on the newsstand
which outsells magazines like Rolling Stone, Vibe, and spin. The readers of XXL purvey hip hop
culture; consume music, and fashion and lifestyle on a level that defines logic. The readers are
either in clubs, online, onstage, and at shops (places they can gain or access music from). XXL
readers helped the magazine to become NO.1 most influential brand in rap media. XXL is no.1
selling ABC audited music publication sold worldwide and is the hip hops media brand

10.  XXL features a lot of iconography associated
with hip hop/rap and the style around it e.g.
jewellery, tattoos, money, violence, guns.
 The magazine is laid out in a professional way
with capitalised text to have a stronger impact
on the audience.
 Red, black and white are the main colours of
the magazine which go well with primary
colours such as yellow and blue.
 These styles suggest that the readership is
mainly male.

11. The facial expressions of these two
artists are straight and serious. 50
cent is covering his face which
suggests he is hiding, possibly crime.
Tattoos on show and baggy clothing
being rap related, giving the target
audience a fashion sense to follow.
The magazines main colours of
black, red and white.
Big bold text to catch attention from
the target audience and others.
Very professionally laid out and has
a clean cut/smart feel to it.

12.  The mode of Address of XXL is casual and
quite basic and therefore there isn’t much text
to present.
 As there isn’t much text on this magazine there
isn’t any text to analyse. The only text on there
mainly is rap artists names.
 The lack of writing means that the magazine
wants you to focus on the main image because
the magazine will most likely have a big story
about the front cover artist.

13. As you can see that the
main sell line is short and
attention seeking. It also
goes with the artist that is
on the front cover, Lil
Wayne.
The rest of the text is on
the right side of the
magazine which brings in
the rule of thirds meaning
that this is what the
audience will see last.
Also the text on the right is
just the other artists
featured in this magazine.

14.  Owned by Vanessa Staten
 Produced by Harris Publications.
 First issue 1997, final issue 0ctober 2014.
 XXL took over struggling DJ magazine Scratch
and had other special projects such as Hip Hop
Soul, Eye Candy and Shady45.
 Published by Townsquare Media.
 Based in New York – America.
 Has a website called www.XXLMag.com.

15. 1997 - 2014

16. Harris Publishing, Inc is a full service publishing company which includes 15 different niche publications
and five specialty events in those niche areas.
Harris Publishing is well known and respected in these industries for its writing, photography and design.
In 1971, Harris Publishing began and quickly launched three magazines: Potato Grower, SnoWest and
Sugar Producer. Other publications in boating, golf, trucks, lifestyle, snowmobiling, and industry
publications were added through the years.
In publishing these titles it was obvious there was a need for related events. Harris Publishing filled these
needs in the boating, snowmobiling, and golf areas and started the National Houseboat Expo, On the
Water Expo, Intermountain Snowmobile Show, Idaho Snowmobile Show, and the Mountain West
Golf. Expo
In keeping with our tradition of setting the pace in the ever changing market they have partnered with the
leading digital and print fulfilment company.
Harris Publishing “will continue to align our publications, events, websites and marketing in ways that
will promote our clients needs.”
Harris Publishing, Inc also owns Falls Printing, LLC.