The Source of Competition
Radio networks now have company among media getting into the promotions business. Hip-hop lifestyle magazine The Source, New York City, last week announced that it has formed a distinct marketing and promotion agency called One Nation.
The new business will begin operations by serving as an “outside marketing agency” for The Source, running established events and programs developed as the magazine has expanded its brand. Those include an annual summer van tour, a music talent-search tour called Unsigned Hype, and The Source Fashion Nation, a model audition/fashion show that tours colleges. It also is handling marketing for the first-annual Source Awards, which air next month on UPN (backed by sponsors Coca-Cola’s Sprite and Nintendo).
One Nation will “start out focusing on The Source brand and continuing a lot of the programs that are already in place,” says Jeff Jones, the magazine’s former marketing director who was named president of the agency. It will also look to develop “other umbrella programs that [marketers] can jump into.” Advertising in the magazine will not be a prerequisite for participation, he notes.
But the operation ultimately plans to be a full-fledged marketing and promotions agency that will work with clients looking to reach the hip-hop market.
“In the 10 years we’ve been publishing, The Source has been at the center of hip-hop. We’re within the culture itself,” says Jones. “That [status] give us access to things that other marketing agencies don’t have.”
One Nation launches with 11 employees from The Source’s marketing department, which will be restaffed. (Conde Nast Traveler marketing director Joyce Parente was hired to replace Jones.) The group will also manage thesource.com Web site.
