Should black folks save Ebony and Jet magazine?

By Guest Contributor Tami, originally published at What Tami Said

This weekend, I received the following breathless entreaty through a listserv that I subscribe to:

Ebony/Jet Magazine on The Verge of Financial Collaspse (J P)

Date: Thu, 12 Mar 2009 07:45:31 -0400

One of the most notable permanent fixtures in every black household (back in the days), was the Ebony and Jet magazine. If you wanted to learn about your history, the plight of Black America, current issues facing Black Americans, how the political process of America affects you, how politics works, who the hottest actors were, what time a particular black television show aired, who got married recently, who were the most eligible bachelors and bachelorettes in your town, what cities had black mayors, police chiefs, school superintendents, how to register to Vote, what cars offer the best value for the buck, who employed black Americans, how to apply for college scholarships, etc., more than likely, Ebony or Jet magazine could help you find answers to those questions.

We have recently been informed that the Johnson Publishing Company is currently going through a financial crisis. The company is attempting a reorganization in order to survive. Many people have already lost their jobs with a company that has employed thousands of black Americans during the course of its existence.

In order to support this effort to save our magazine, my friends and myself have pledged to get a subscription to both Ebony and Jet magazine, starting with one year. We are urging every other club member who comes across this plea to do the same. Please post, repost, and post again, to any blog that you may own or support.

Please email this to every person that you know, regardless of their background. Let them know that Ebony and Jet magazines have been part of the black American culture for three quarters of a century, and that there is a lot that they can learn about black American culture from reading them.

We are currently discussing the idea of throwing an Ebony/Jet Party, where people can eat, drink, and sign up for their subscription on the spot. Please spread this idea around to all that you know. Your Sororities, Fraternities, Lodges, VFW Posts, Churches, Civic Groups, Block Clubs, Caps Meetings, Book Clubs, etc.

It would be a crying shame, to lose our historic magazine, during the same year of such an historic event as the election of our first black President of the United States.

Now, like a lot of other black people, I grew up with Ebony and Jet magazines on the family coffee table. I remember fondly sitting in the brown recliner in my grandparents’ back room reading a then-oversized Ebony with Billy Dee Williams, James Earl Jones and Richard Pryor on it. (Don’t know why I specifically recall that issue of the magazine, but for some reason it is one that remains etched in my mind.) I say this to illustrate that these magazines are part of my cultural history. Nevertheless, when I read the missive above, my first thought (after wondering if the message-writer understands that subscriptions generally account for far less of a publication’s revenue than advertising does) was…”Meh.” I’m not so sure that Ebony and Jet, as they stand today, are institutions worth going to the mat for.

To be sure, John H. Johnson, founder of the Johnson publishing empire that produces Ebony and Jet, represents an inspiring success story. When the 27-year-old entrepreneur launched Ebony in November 1945 (Jet was founded in 1951.), he did so in a climate of mainstreamed racial injustice. Black GIs, like my grandfather, were returning from fighting for “freedom” in World War II to find they were less than free at home in America. Real black voices and black life were obscured by stereotype in American media. Local black newspapers, such as another iconic Chicago publication, The Defender, and Johnson’s magazines were among the few places where black people could see their lives and culture reflected and read news important to them. We mattered to these news and lifestyle outlets. Forget the New York Times, these were our publications of record.

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