XXL (magazine)

XXL is a hip-hop magazine from Harris Publications. The magazine editor-in-chief Elliot Wilson and contributor Sasha Jenkins both been at hand running the XXL.

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Since 1998, XXL has competed with hip-hop powerhouses such as The Source Magazine and Vibe Magazine. The magazine was started from disgruntled Source staffers, James Bernard, Robert Marriott and Reginald Dennis, who alongside others wanted to make a better magazine than The Source which they saw as compromised. Benzino, an associate of Source publisher Dave Mays, allegedly influenced the editorial content and rating system. XXL's goal was to provide their readers with the best talent, thus they established the motto "Hip-Hop on a Higher Level". They scored major advertising after The Source was taken over by rapper Benzino and his ensuing battle against Eminem. Hip-Hop labels Def Jam and Interscope offered XXL most of their advertising and access to their feature artists. The sales increased with their cover of Eminem, Dr. Dre and 50 Cent, titled "The Real Hip-Hop is Over Here". Since the cover, XXL average readership increased. As of 2005, subsciptions increased to 800,000 with an average readership of two million. In August 2005, XXL achieved its goal of becoming the best selling hip-hop magazine. The magazine also partnered up with MTV and VH1 to create Ego Trip and Race-O-Roma.

Related Topics:
The Source Magazine - Vibe Magazine - Benzino - Eminem - Def Jam - Interscope - Dr. Dre - 50 Cent - As of 2005 - August - 2005 - MTV - VH1

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