PHOTO GALLERY: FEATURING BLACKS IN FASHION

GABOUREY SIDIBE - LARGER THAN LIFE

When talks between Johnson Publishing Company and Earvin "Magic" Johnson broke down last month, it seemed as though African-Americans shrugged and moved on. There was little concern that Ebony magazine, the bastion of black media in this country, might be headed to an exit after 65 years of continuous publishing.

The celebrity-studded 'zine that once breathlessly detailed star’s homes and love lives has fallen out of favor in the new media world of blogs, Twitter and Facebook. Now that Barack Obama is president of the United States, the reigning Miss America is black, both Mo’Nique and Three Six Mafia have won Oscars and a black men have coached their teams to Super Bowl wins, is there still a need for Ebony and its sister publication, Jet?

The answer is yes.

Magazines are undoubtedly in a difficult publishing environment. Who knows how many of them will last? Easy 24-hour access to the Internet has made Web sites the place where most people get their news and entertainment. Even venerated mainstream magazines like Time and Vogue are struggling. But newsstands selling newspapers and magazines with titles for all kinds of interests, both mainstream and niche, still dominate city streets, train stations, airports and malls. There are thousands of titles still in existence, and while many have fallen, new ones are created every year. While newspapers and magazines will never enjoy the media dominance they once had, their day isn’t over yet.

As Vanity Fair’s recent “New Hollywood” issue aptly proved, mainstream publications still consider the mainstream to be its white readers. African-Americans are still marginalized in fashion and beauty, despite the fact that they are one of the largest consumers of fashion and beauty products in the world. There is still a need for a publication that covers issues that specifically pertain to African-Americans, especially since we now have a black president and first lady.

While folks may not notice it now, the departure of Ebony and Jet from our lives would mean an important documentation of black culture would be forever eliminated.

You may be one of the folks who believe the publications to be hopelessly out of touch with today’s reality, something Johnson Publishing has addressed. They have tried to revamp their products with more contemporary covers, more hardcore journalism and a redesign of both titles. Who else gave “Precious” star Gabourey Sibide a cover story? (Not Essence, instead going with much thinner actress Zoe Saldana.) Ebony may seem corny to today’s readers, but if you go through the magazines from the past, now conveniently archived via Google, you see not just movie stars in lavish homes, but a historical document of black history over almost the entire last century. Who else was covering not just Rosa Parks and Martin Luther King, but Diana Ross, Pam Grier, Sidney Poitier and the Jacksons? Those covers are iconic snapshots of our history.

Ebony has done the right thing in making the magazine more news-oriented and by continuing to have celebrities on their covers. These days, celebrities are what sells, as the fashion magazines realized some years ago when they dropped models from their covers altogether.

Johnson Publishing needs to ramp up their promotion and marketing in a way they’ve never had to do before. You may not read Essence every month, but you know about their annual music festival. Ebony and Jet should use their brand awareness to select some marketing and advertising partners that can set up similar situations for them. The venerable Ebony Fashion Fair, long a staple in the black community, may no .....

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My husband's family kept every SINGLE Jet & Ebony, even back to when Ebony mags were much bigger. True, they represent history & to be honest I'm glad I have them to show my grandchildren, but kids can go on Google (as you suggested) and check out the old issues. What upsets me is just like with politicians, the support of black folks was EXPECTED. Our opinions weren't solicited UNTIL AFTER readership declined. THEN they wanted to know what WE desired in a black publication. Someone told Ms. Johnson-Rice a long time ago that she needed to make changes but she didn't listen...until now.

by   
Marquette06
March 10, 2010, 3:39 pm
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Ebony and Jet took too long to recognize the writing on the wall and by the time they tried to get it right, it was too late. Jet has been dead and gone for well over 5 years. By the time you get it, the news is 2 wks old. And if black people are the ones using the most beauty products, then why are the pages of Ebony, Jet (& Essence too) filled to the brim with non-black models selling products that most black folks don't use?

by   
Marquette06
March 10, 2010, 3:10 pm
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What is really lost and greatly needed is a return to the time when we supported each other and our community instead of this present selfish need to only look out for ourselves. If we could return to the sense of unity we had then, the historical and informational value of mags like Ebony and Jet would be self-evident. They are a past, present & future link to who we are as a people. But who needs that? After all, we have reality TV.

by   
EbonyRose2
March 10, 2010, 3:04 pm
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Ebony has been run into the ground by the daughter of the founder. Much like MLK's children have desecrated his work. SAD but that's our modern day peeps...Dexter and Bernice King...playa's, that's it.

by   
Jiggy5
March 10, 2010, 1:31 pm
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The only reason I still read Jet magazine is the sexy photos of beautiful black females in each issue.And I need a magnifying glass to read the articles.Ebony is full of ads for Vodka drinkers and cigarettes It seems to cater to the female market.

by   
Jimmyg
March 10, 2010, 12:06 pm
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Ebony and Jet are needed. I agree with you Tonya. Johnson Publications just needs to expand its reach across the board when it comes to the media. Of course that takes money and hopefully they can find the investors. And instead of trying to find one single buyer, why not try to find a group of investors to purchase the company.

by   
Denichols
March 10, 2010, 8:53 am
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Hey, and about that Ebony cover. Only Alek Wek is Black. TWO of those ladies look WHITE and ONE is ASIAN. How is that representin?

by   
Fj1200
March 10, 2010, 8:10 am
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You're WRONG Tonya. Print media is dyin a slow death. It is a good thing. They provided a service when it was needed and now it is obsolete. Not that I mind because, in my opinion the current print and television media exploited and misinformed America much of the time. Who knows, maybe an even BETTER outlet than jet and ebony will come along.

by   
Fj1200
March 10, 2010, 8:07 am
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