Ebony’s newly hired execs push for a new edge to retain, attract readers
 
By Mary Ellen Podmolik
Chicago Tribune
(January 28, 2007) Just before Christmas, before she had even agreed to take a job at Ebony magazine, syndicated columnist and author Harriette Cole supervised an auspicious cover photo shoot for a coming issue.

It proved to be a plum assignment for Cole, who this month was named Ebony's creative director. The February issue--with an attractive cover shot of Sen. Barack Obama and his wife, Michelle, accompanied by the text "America's Next First Couple?"--hit newsstands just as Obama announced the formation of an exploratory committee to consider a presidential bid.

"It's magical timing," Cole said. "It doesn't get any better than this."

But executives at Ebony, including several recent arrivals like Cole (right), are hoping it does indeed get better.

The February issue is among the first to reflect a new direction and urgency at Ebony as Chicago-based Johnson Publishing Co. seeks to make the monthly and its weekly sister publication, Jet, more relevant.

Founded by media pioneer John H. Johnson in November 1945, Ebony was considered the black equivalent of Life magazine. It remains the largest black-owned and -operated publishing company, but readership is dwindling.

Ebony's circulation slipped to 1.46 million copies as of June, down from a five-year high of 1.86 million copies in 2002, according to statements Ebony filed with the Audit Bureau of Circulations.

Meanwhile, circulation at Essence magazine, a Time Inc. product that competes with Ebony in fashion and lifestyle coverage, has remained relatively stable during the past five years, at about 1 million copies.

"Not only was [Ebony] a must-read, it was the only read when you looked at the marketplace," said Hermene Hartman, publisher and chief executive of Hartman Publishing Group in Chicago, which operates N'Digo and Savoy online. "It was the magazine on the coffee table in every black household. Now for every one magazine, you've got 10."

Beauty coverage to get boost
Some 64 percent of Ebony's readers are women, an attractive statistic for advertisers. But at the same time, 62 percent of its readers are age 35 and older, according to the company. Part of Cole's charge is to strengthen the fashion and beauty coverage to attract readers as young as 25. She also will be responsible for the overall look and design of Ebony, which last underwent a redesign in 2003.

Cole, an etiquette expert and author of several books, will continue to write "Sense and Sensitivity," a nationally syndicated advice column, for the New York Daily News. She will be based in New York.

"What we have to do is get that younger reader to pick [Ebony] up," Cole said. "Is it relevant for the younger reader? I would say yes, but when you go to the newsstand and have 100 titles to choose from, what are your choosing? We need to redesign."

Her new boss, Bryan Monroe, does not disagree. Recruited by president and CEO Linda Johnson Rice in August to be vice president and editorial director of both Ebony and Jet, Monroe previously was assistant vice president of news at Knight Ridder before it was sold to McClatchy Co.

"The magazines have been successful for 60 years in the black community, but in the last decade or so, they've gotten a little bit stagnant," Monroe said. "The current issue exemplifies where we're headed. We are going to be newsy and timely, but we also want to be fun."

Monroe also wants to build on John Johnson's legacy of taking a stand on important issues. While the current issue is referred to internally as the annual "love" issue, the editorial and stories that have generated the most buzz online have been about the n-word and Monroe's promise that it won't appear within the pages of Ebony or Jet.

Keeping what works
Ken Smikle, president of Chicago-based Target Market News, which studies black buying power, believes that Ebony's general-interest formula, unique in a world of special-interest publications, can still work and be attractive to advertisers.

"I think [Ebony] wants to hold onto what has been successful while trying to do things that will replace readers who may simply be dying rather than leaving," Smikle said.

In addition to Cole and Monroe, the company has hired two executives to revamp the newly named EbonyJet.com site.

At the same time, Ebony is working to extend its name beyond magazines. This spring, Dan River Inc. will manufacture home and bath products under the Ebony Home brand. Also, the company has formed a partnership with American Greetings Corp. to create a line of greeting cards under the Ebony Expressions label. The first series of cards, using classic Ebony magazine covers, is launching in 900 Wal-Mart stores to coincide with Black History month in February.

"You'll be seeing a lot of changes over the next 12 months," Monroe said. "Black America is ready for a new Jet, a new Ebony."


Go to Target Market News homepage
 

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