Giant magazine, aimed at affluent African Americans, age 21-34, has ceased publication in print. Owner Radio One has instead announced the launch of GIANTlife.com to target the same audience. Radio One acquired Giant for $270,000 in December 2006.
“Over the past three years, the print version of Giant magazine has grown in advertiser support and fostered a loyal following among readers both online and off,” said Tom Newman, President of Interactive One, the subsidiary of Radio One which will operate the new website. “The economic downturn has had a tremendous impact on print media and we had to make the decision to suspend printing the publication. Additionally we recognize the increase in demand for real time information and see this as an opportunity to leverage our existing robust online platform to better serve Giant consumers and advertisers through our interactive medium,” he added.
GIANTLife.com launches with an exclusive video series hosted by Interactive One’s Chief Content Officer Smokey D. Fontaine called Cover Stories. The debut episode features 12-time Grammy award winner Alicia Keys; forthcoming episodes will feature 50 Cent, supermodel Sessilee Lopez, LisaRaye and actress Paula Patton. Alicia Keys also will grace the final cover of the print version available on news-stands December 15.
“Suspending the print vehicle marks the end of an era, but I am thrilled with the opportunity to bring more Celebrity, Style and Culture to our audiences through my exclusive video series, and other integrated rich media opportunities,” said Fontaine.
Interactive One said it is finalizing plans for its current Giant magazine subscribers and will notify them over the next few weeks.