Should black folks save Ebony and Jet magazine?
Today, Ebony enjoys a circulation of more than 1.4 million, while Jet reaches nearly 1 million people each week. But I suspect neither magazine is as ubiquitous in the homes of my generation of black folks (GenX) as they were for my parents and grandparents. The truth is, like many Civil Rights-era institutions, both publications began feeling irrelevant a long time ago. Yes, black people still need someplace to see their lives and culture reflected and to read news important to them. (Today’s media is much better in covering people of color, but far from perfect.) But are Ebony and Jet the go-to places for that anymore? No, because while black America has changed over the last 60-some years, these publications have seemed largely the same–like museum pieces. I think of them fondly (like my grandparents’ old recliner in the back room), but emphatically not as publications-of-record.
An example of Johnson Publishing’s out-of-touchness? Sunday at the neighborhood Wal-Mart, I picked up a Jet for the first time in forever, in preparation for this post. I wanted to know if it was still there. In an age when black women are fighting stereotyped images of ourselves as Jezebels, playthings and acoutrement for the latest hip hop star whose cuts are banging in the whips of white, teenage suburbanites–it couldn’t still be there. But, yeah, centerspread, there it was–that paean to black woman thickitude–the Jet Beauty of the Week, a young, black woman in a teeny swimsuit giving sexy face. Is this what I’m supposed to rush to the battlements to save?
The forefront of the black communications revolution is now on the Web, where brothers and sisters are breaking news (Jena 6), championing causes and serving up provocative opinions. Ebony and Jet, I think, have failed to keep pace with a world where there is Ta-Nehisi Coates and What About Our Daughters and Racialicious and Aunt Jemima’s Revenge and Womanist Musings and TransGriot and Something Within and Color of Change and Pam’s House Blend and The Root and Black and Married with Kids, and, hell, Bossip. Today, black readers can get superior writing about politics, black life, marriage, parenting, sexuality, pop culture, identity, racism, sexism, spirituality, finance and a host of other issues, for free, everyday, all day, online. The topics covered (or not covered) by Ebony and Jet, the lack of depth in writing, the formats, the frickin beauty of the week, make these publications seem frozen in time, while the world speeds up around them.
Beyond all that, how is Johnson Publishing going to adjust to the new digital age? It’s not the only print purveyor facing this question. Local newspapers across the country need to answer it too. America has changed the way it consumes information, and so far, print media hasn’t found a profitable way to adapt. That’s a shame, because we desperately need the Fourth Estate. We need in-depth reporting. Marginalized folks need these things more than most. God knows that black folks could use the shot to our collective self-esteem that Johnson Publishing’s products offer. But taking extraordinary life-saving measures to rescue publications like Ebony and Jet is merely stalling the inevitable unless ailing publications put strategic plans in place to innovate and evolve.
Look, the older I get the more pieces of my past mean to me. (That’s probably why I spent the weekend watching old episodes of “Columbo,” “Quincy” and “MacMillan and Wife” on Netflix.) But nostalgia isn’t enough reason for me to join the charge to save Ebony and Jet. All the Ebony/Jet parties in the world won’t make a difference if these black cultural icons aren’t making the changes necessary to save themselves.
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