Evolution of Ebony Magazine

Founded by John H. Johnson in 1945 with a $500 loan from his mother, Ebony Magazine became the preeminent print vehicle for African Americans during the Civil Rights struggles of the 50's, 60's and 70's. In the 80's & 90's the magazine drifted a bit and lost its way, especially after the death of legendary founder John Johnson. Interestingly enough, though, its subscription base held steady in what must be a true testament to the depth of the relationship between the magazine and the millions of African American readers that followed it. Remember, it was in the fact the black Life Magazine of its day and it provided national coverage of people and events in the African American market that were not otherwise covered by any national publications.
It was a voice when African Americans didn't otherwise have a voice.

Today, advertisers are spending less and media generated revenue has decreased significantly. And the world of traditional journalism and magazine publishing both continue to morph to and in the new media arena. It's well-known that Ebony has business issues and continues to look for a larger, general market partner for a potential buy-out as well. Amidst all that, Ebony announced last week that's its new December issue will feature a "Power 150" list celebrating black trailblazers in business, science, technology, education and other fields. Additionally, "Ebony Interview" will be a new features series which begins in December with an interview with 'eco-warrior Van Jones, former White House special advisor for green jobs and a "Legend" series that kicks off with an interview with poet Maya Angelou. The magazine said it will announce additional changes to print, digital, entertainment and consumers products in the coming months. Whether or not these changes will be sufficient for helping Ebony to keep existing subscriptions and find new ones remains to be seen. It may be too little, too late. But let's hope not. John Johnson had writer/editor Lerone Bennett, Jr. as a 'partner' to help him grow Ebony Magazine. It's imperative that Ebony find a future oriented writer/editor who can work closely with Linda Rice Johnson, the founder's daughter and now owner of Johnson Publication, and her staff. An excellent writer/editor is needed, someone who is a passionate story teller and a true visionary who can help reinvent this icon and take it into the future so it will be relevant for generations to come. Let us hope such a person is found.