Johnson Publishing Co. lays off top three ad execs, names new group director

(November 28, 2007) In an unexpected move, Johnson Publishing Co. announced on Monday the termination of it three top-level advertising executives and the appointment of a new ad group director. Jeff Burns, Jr., associate publisher and senior vice president of Ebony (pictured); Dennis Boston, Ebony senior vice president and Midwest advertising director; and Barbara Rudd, Ebony vice president and Western advertising director, were removed in what the company calls a streamlining of its magazines' sales efforts.

"We've decided to merge our advertising leadership to be more cohesive, especially to meet the changing landscape of the advertising world," Johnson spokesperson Wendy Parks told the trade publication FOLIO: magazine. She also said that no additional layoffs were expected.

Nijole S. Yutkowitz, national advertising director for Jet magazine, has been promoted to the newly created position of of vice president and group advertising director for both Ebony and Jet. She will report to group publisher Kenard E. Gibbs.

“Under Nijole's leadership, JET magazine has thrived in a tough advertising environment. As we look to maintain our position as the leading publishing company to reach African-American readers, the creation of this new role will ensure to our marketing partners that we present a seamless advertising solution across EBONY and JET magazines and online,” said Gibbs.

Burns told FOLIO: that he was shocked by the termination, which came down from president and CEO Linda Johnson Rice. "The company is restructuring and slimming down, and trying to run mean and lean," Burns said. "They're trying to turn around the slide in advertising, which has of course affected the entire advertising industry."

According to Media Economics Group’s Black Magazine Monitor, Ebony’s advertising revenue declined 6.8% for the first eight months of 2007 to $36.6 million, compared to the same period for 2006. Jet’s ad dollars declined 3.1% for the same eight-month period to $18.8 million.

Declines in ad revenues were reported by all black magazines, except for Essence, which had a 19.3% increase for the first eight months of 2007.

Burns told FOLIO: he had pioneered unconventional marketing campaigns during his tenure with Johnson, having helped create several signature event marketing programs including Ebony's annual Outstanding Women in Marketing and Communications awards and Ebony's annual Hollywood in Harlem film festival. "If you're in a period when you're trying to increase and hold on to sales, you want your strongest, most creative sales representative on board to do just that," said Burns.


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