Friday
Mar192010
The DE-Evolution of ESSENCE Magazine- Mikki Taylor CALL ME! :)
Friday, March 19, 2010 at 9:47AM Gina, The Blogmother
Twitter was all a-twitter about the possibility of ESSENCE magazine shutting its doors after the departure of long term Beauty and Cover Director Mikki Taylor.
While I have my issues with the current editorial bent of ESSENCE magazine, I still have magazines from a decade ago. Such as the anniversary edition with Oprah Winfrey on the cover. I was in undergrad when that one came out. I still have it. You can't do that with a blog. There is something magical and enduring about the printed word and pictures you can touch and feel and examine up close. There will always be magazines about Black women.
That being said, ESSENCE is not shuttering its doors. Time Warner might jettison the brand, but there is too much value in the brand for it to completely go away. What likely is occurring is that you have a bunch of old media large expense account executives who are il equipped to function in a digital world. That's why you're seeing massive firings going on, they are trying to trim their overhead.
Also, unlike JET magazine which is beginning to look like a sunday church program for all of its thinness, ESSENCE still has advertising dollars rolling in. Unlike Ebony Jet which failed to leverage its brand and power to spin off more cash rich businesses ESSENCE has some other revenue streams that Ebony Jet don't have.
Ultimately ESSENCE's problem is that it is inconsequential to Time Warner. It's a big deal to US, but in the massive Time Warner universe, its just another widget and it might be considered an underperforming widget especially when its sister magazine Latina actually experienced growth at a time when other brands were stagnant or declining. Someone can still make money running the ESSENCE brand. If they can't ,I can :) So even if Time Warner cuts them loose, the brand will survive. Somebody will acquire it. However, as bad as some of you think Time Warner is, it. could. be. worse! Russell Simmons could buy ESSENCE. Jay Z and Beyonce could buy ESSENCE. 50 Cent could buy ESSENCE... you see where I am going. . .
What is likely to happen in the interim while we wait for Time Warner to sell off ESSENCE is that the magazine will continue to de-volve. Its kinda ironic that BET and ESSENCE are headed in opposite directions. ESSENCE magazine appears to be headed towards raunch and sex to sell its brand while Debra Lee PURPORTS ( I don't believe her) to be trying to take BET in the opposite direction. So while it won't close, you will continue to see them become more outrageous and more tawdry and more desperate to demonstrate to Time Warner that they are worthy of being in the family.
They aren't going away, but they may be going further into the gutter and that's kinda sad. You can say what you want to about their unfortunate editorial direction, but they always made Black women look BEAUTIFUL.
On another note Mikki Taylor call me! Team WAOD is on the move and we would value you wisdom and experience. We're not Time Warner, but one day we will be.
PREVIOUS POSTS
Cry for Attention! ESSENCE Magazine Puts Reggie Bush on cover of “LOVE & Romance ” Issue- Readers Enraged!
While I have my issues with the current editorial bent of ESSENCE magazine, I still have magazines from a decade ago. Such as the anniversary edition with Oprah Winfrey on the cover. I was in undergrad when that one came out. I still have it. You can't do that with a blog. There is something magical and enduring about the printed word and pictures you can touch and feel and examine up close. There will always be magazines about Black women.
That being said, ESSENCE is not shuttering its doors. Time Warner might jettison the brand, but there is too much value in the brand for it to completely go away. What likely is occurring is that you have a bunch of old media large expense account executives who are il equipped to function in a digital world. That's why you're seeing massive firings going on, they are trying to trim their overhead.
Also, unlike JET magazine which is beginning to look like a sunday church program for all of its thinness, ESSENCE still has advertising dollars rolling in. Unlike Ebony Jet which failed to leverage its brand and power to spin off more cash rich businesses ESSENCE has some other revenue streams that Ebony Jet don't have.
Ultimately ESSENCE's problem is that it is inconsequential to Time Warner. It's a big deal to US, but in the massive Time Warner universe, its just another widget and it might be considered an underperforming widget especially when its sister magazine Latina actually experienced growth at a time when other brands were stagnant or declining. Someone can still make money running the ESSENCE brand. If they can't ,I can :) So even if Time Warner cuts them loose, the brand will survive. Somebody will acquire it. However, as bad as some of you think Time Warner is, it. could. be. worse! Russell Simmons could buy ESSENCE. Jay Z and Beyonce could buy ESSENCE. 50 Cent could buy ESSENCE... you see where I am going. . .
What is likely to happen in the interim while we wait for Time Warner to sell off ESSENCE is that the magazine will continue to de-volve. Its kinda ironic that BET and ESSENCE are headed in opposite directions. ESSENCE magazine appears to be headed towards raunch and sex to sell its brand while Debra Lee PURPORTS ( I don't believe her) to be trying to take BET in the opposite direction. So while it won't close, you will continue to see them become more outrageous and more tawdry and more desperate to demonstrate to Time Warner that they are worthy of being in the family.
They aren't going away, but they may be going further into the gutter and that's kinda sad. You can say what you want to about their unfortunate editorial direction, but they always made Black women look BEAUTIFUL.
On another note Mikki Taylor call me! Team WAOD is on the move and we would value you wisdom and experience. We're not Time Warner, but one day we will be.
PREVIOUS POSTS
Cry for Attention! ESSENCE Magazine Puts Reggie Bush on cover of “LOVE & Romance ” Issue- Readers Enraged!
Reader Comments (10)
Wow! While I haven't liked their direction for the past few years, it would be truly sad if Essence went out of business (or got progressively worse).
I still remember, I have the very first issue of Essence, which was May 1970, 40 years ago! Sister, thanks for reminding us of how far we have come.
100% on point.
Oh well...can't say we didn't see it coming! MEssence no longer serves us. Sorry. It's out of touch. Had its day. Inevitable. As we're an evolving people. As Blacks and as Americans. Gotta keep up!
The Negro&Negress is at a very interesting and exciting cross roads right now. We've lost alot of our negative identity And gained quite a bit of positive(starting with a Black family in the White House. A Black man as Leader of the Free World! A Black woman deemed 'First'.)so no one knows what to exactly pin point and stick with it and cater to it.
This blog and a few others HAVE done it though, Viva Le Internet!
There's a African-American Woman's Power Movement afoot. Our voices are getting louder. We're being heard too! AND actually listened to! As well as being considered. We are also becoming visible, seen.
Alas, WE haven't had a Pow Wow as to what we want, where we're going. And we struggle with(a prevailing negative)Loving one another.
When that happens? Aaww SOOKIE! SOOKIE! Watch OUT!!!!
I think Essence started going downhill every since Susan Taylor was no longer editor-in-chief. I don't know exactly when the magazine started taking a new direction. However, it is far different now than what is was when I read it as an undergraduate student back in the late nineties. As a matter of fact, it seems to be a weak emulation of mainstream magazines such as Redbook and the only women they profile anymore are entertainers --except when they have the so-called yearly "Men Issue".
Although a number of Black people, such as myself, would like to see Black magazines such as Essence and Ebony as a mainstay, unfortunately they will fall further into a decline -- and not just because of the internet. There seems to be more pages focusing on advertisement and less articles with real content. Even articles on tips for saving and money management are superficial at best (in other words why would someone want to buy a $4.00 magazine with a 1-2page article on tax tips when you can go online or get tax-for dummies under twenty bucks?) Furthermore, the other articles that they have on issues such as dating, workplace issues, and other relationships are not profound and doesn't tell me anything more than what I already know or can figure out for myself.
With all that has been said, I think the one thing that I feel most disappointed about is the FACT that there are issues and helpful tips that they could cover but CHOOSE not to cover. For instance, it would be nice if they provided some information on hair recipes for natural hair or write articles about the glycemic index and what it has to do with diabetes and carbohydrates. It would be nice if they could profile careers such as engineering and other science fields that are male dominated but would be of interest to others instead of just profiling business executives. It would be nice if they can discuss issues like water contamination and sewage treatment when it comes to Black communities and what steps people can do to fight back when such violations arise.
However, they will keep walking that same line. So there goes their sales, and inevitably their decline.
Bye Bye!
Used to subscribe, but haven't done so in years. Will miss it from a historical standpoint as it is no longer relevant. Perhaps some other Black female magazine will rise in its stead -- one that is more serious about addressing issues affecting Black women today, without the frivilous stuff.
If TimeWarner is serious about Essence, then an overhaul of the staff is much needed imo.
I would start reading the magazine again if they:
1. focused on Black women building positive, affirming, spiritual romantic relationships with men of all races (not just the 'brothas'). And also occasional romance features for the bisexual and lesbian ladies amongst us.
2. interesting thought-provoking articles (e.g. veganism and it's growing popularity, molestation and how it's affecting young Black girls, how to strategize in the corporate world etc etc)
3. perhaps a monthly profile of Black female movers and shakers we don't hear much about in the media (e.g. Ursula Burns)
4. get rid of the 'comedian' Finesse (does anybody laugh when they read his views?) and the 'What Black men want' articles
5. more substantial finance reads (not just 2 pages here and there)
6. spiritual advice from folks other than TD Jakes
7. there are too many ads. It needs to be skimmed down
8. stop featuring the same people on the cover all the time, especially if they're not saying anything worth reading.
That's it for now :)
Agreed Cool Beans. I will just add a couple of more items, which actually could be subsets of one or more of your items:
1. Features about what's working or going right in our community, especially when it was done by or impacts black women. ie: urban schools that are successful despite the odds-how'd they do it? Black women who have been downsized and bounced back by starting their own businesses. In-tact 2-parent black or partially black homes or at least functioning single family homes, especially those in the so-called urban core.
2. Solution-based articles regarding the crime and health problems facing black women.
@ Cool Beans..good suggestions..also ESSENCE needs to start looking at "alternative" black women. Indie black women, "quirky" black women, etc...the world of black womanhood does not consist of just Beyonce's and Gabby Union..
there are so many electic black women out there!
put JANELLE MONOE on the cover! put GOAPELE on the cover! etc...it's ridiclous i keep seeing the same folks over and over again! also stop with those stupid BLACK MEN's issues....the constant featuring of black women who don't date black women is so absurd it's funny!
TJ: I totally agree. Personally I would love to see her, Goapele, Shingai (The Noisettes), Skin (Skunk Anansie), Persia White and Corinne Bailey Rae on the cover. Now would it sell is the question.....
Speaking of indie, it would be so cool if they featured the ladies from the 'Afro Punk' documentary.
Bee: I agree with you too. Perhaps they could also feature a Black divestment special (lol).
Essence is so predictable. I predict that Monique will be on the cover every other month from now until the end of the year. Esssence will try and spin the swingers movement since Monique has came out and said that she doesn't mind her husband cheating on her.