In recent years, Ebony Magazine has had more than its fair share of fuss.
However, after what appeared to be an endless deluge of adversity — of website outages, to the the forced impeachment of Willard Jackson as CEO, at involuntary bankruptcy, at a class action for unpaid wages, even accuse The root to be the spearhead of a “systematic disinformation campaign”(And subsequently taking an L in court) – the once revered publication was bought for $ 14 million in December by former Milwaukee Bucks forward Ulysses “Junior” Bridgeman.
In addition to the opportunity to revive a historic brand that was apparently at the end of its rope, the sale Also gave Ebony the unique opportunity to right her wrongs— “[Founder John H.] Johnson is probably turning in his grave, ”NABJ Vice President of Printing Marlon A. Walker said, said once of the publication’s recent situation – and to rehabilitate its reputation by attempting to restore its trust with the black community.
The person overseeing this ambitious effort is Marielle Bobo, newly appointed Editor-in-Chief and Senior Vice President of Programming at Ebony. With over 20 years of experience with big black media brands such as Essence, Urban One and Ayesha Curry’s quarterly magazine Sweet July, the seasoned industry dynamo could be Ebony’s last hope for revitalization. its once illustrious brand. And in an exclusive interview with The root, she explained why the soul of Ebony Magazine is always worth fighting for.
“Obviously, the brand has faced challenges in the past,” said Bobo of the recent high-profile history of the company. “Frankly, a lot of media companies have done it. I think the landscape is just really tough because media companies have figured out how to navigate the space. “
She’s not lying.
In the last year alone, we’ve seen heavyweights like Condé Nast, Buzzfeed, and The Atlantic—among countless others– fall in holidays, layoffs and / or salary reductions. But what makes Ebony’s fate unique is that the same “niche” audience he caters to is also the lifeblood of his life, which made his presumed failure to compensate well the creatives who even allow it to exist feel much more like a personal affront.
Also of note, for many of us, Ebony Magazine was a definite part of our childhood; a literal guest in our homes. For this generation and those before it, it is no exaggeration at all to call Ebony an extension of our own families. And such a cheeky betrayal of trust is something you just don’t do to those you love.
Yet despite its transgressions, the brand still carries enormous weight in black homes. So while most would hesitate to associate with Ebony’s tarnished reputation, Bobo welcomes the challenge with open arms.
“I have always had a love for the brand,” she said. “I think despite the challenges he has a legacy. You know, the brand has been around for 75 years. This is the brand I grew up with. And so, to be honest, it was an honor and a privilege to come on board at the helm of this brand, especially at this time. I think the brand’s absence was very much felt. And I think I consider it an honor to have been in that position to come on board, to help reinvent the brand at this point. “
Between his declamatory articles and historical photo archive, Ebony has always prided itself on serving as a time capsule of black life in America. And under Bobo’s direction, it seems he will return to those roots while deploying a more contemporary approach, worthy of his “weight and importance”.
“Right now in black media there is a vacuum in the market,” she said. “We are looking at the roots of what the brand has always stood for – politics, social activism and current affairs. But also this kind of celebration of black joy and also to lean heavily on the arts. “
She added: “And how can we better serve our men? Years ago there was Ebony Man. And over the years, they kind of got rid of that. But we really want to create robust content that really serves black men. Everything from conversations about modern style and masculinity to politics. Lifestyle and finances and all the conversations men have.
And for those wondering if Ebony will turn the tides and make a triumphant return to print, well …
“Everyone knows Ebony as a brand that has always had this publication in print,” Bobo continued. “This is the first time that it will be truly digital first. This time around, we’re taking a truly unique perspective by going digital first and really re-imagining what this brand can look like in the digital age. It’s about bridging the gap, how we attract millennials and young readers while serving our alumni who have been with us forever. So I think we’re really the only outlet that can sort of do that – bridge that generation gap. I think it’s the unique perspective we bring that no one else can.
The elephant in the room is that this unique perspective will also require contributions from talented black designers. And given Ebony’s history of non-payment in this regard, which we reported at length at The root– Bobo recognizes that rebuilding trust is a necessity.
“All of this has been documented and there have been challenges,” she admitted. “This leadership team is truly dedicated to creating a safe space for black journalists.”
As proof of this fact, she says the former employees were eager to return to the brand they once helped create. And she speaks from personal experience, given that she herself worked as Ebony’s Fashion and Beauty Director for over five years, playing a pivotal role in helping to produce these iconic blankets we know. and all love.
“We had other former employees beyond me, but other team members who worked for the brand and different owners, different iterations of ownership who came back to go back to work for the brand,” he said. she declared. “We also have former journalists who have contributed in the past who have returned to contribute to the brand again.”
She added, “We are really very intentional to make sure that we foster these relationships with some of the writers of the past. We really honor what that commitment looks like when it comes to compensation and really create a space where they feel safe and heard. And so we’re really rebuilding that. But I think the fact that we’ve had a lot of people from the past coming back to the brand, I think it says a lot about the confidence people have in terms of what this new regime can bring to the table compared to. to what has disappeared in the past.
Is it? Or is Ebony simply taking advantage of the desperation of black designers with limited options elsewhere? She herself acknowledged the plight of the media on several occasions during our interview, but seemed elusive as to exactly how – as editor-in-chief – she personally ensure that Ebony would rectify its past mistakes and properly compensate contributors under its direction. That’s not to say her intentions aren’t pure, but she seems too reliant on the belief that the brand is no longer.
That being said, Bobo hasn’t avoided discussing the topic at all. In fact, she maintains that part of fixing that bridge with black creators in particular, and the black community in general, is simply focusing on the job instead of wasting time making empty promises.
“All we can really do is do the job,” she said. “Mainly because of the story. […] [The public] wants to see, in the end, that you’re going to get the job done. And so I think for us it’s really about what we do from now on. These are things, unfortunately, that are part of the brand’s past.
This work includes not only digital content, but a renewed emphasis on community engagement and live events, such as the popular ebony 100 gala and a series of town halls called Community Connect.
“You have to meet the audience where they are,” said Bobo. “It’s something that we really want to blow up and do a regular thing, where we meet the audience where they are and we hear what the concerns of the community are. We have an ongoing engagement with them. So yeah, events will definitely be a big part of the plan as well, in addition to kind of creating that new digital experience. “
Bobo was also willing to discuss Ebony’s high-profile financial issues, including auction of its historical archives in 2019 for $ 30 million and an involuntary bankruptcy filing in 2020.
“It’s a new day. It’s a new beginning,” she said. “It’s different ownership. There is no connection with what happened in the past in this that’s about ownership and past debts and all those things. It’s a whole new slate, a whole new business, a whole new property. Just a new start from here. [out]. “
Some may be cynical of Bobo’s optimism – and quite justified in feeling it given Ebony’s instability lately – but with her at the helm, at the very least, the post besieged finally seems to be doing its best to get back on track.
“Ebony is back,” she said. “We’re back and we’re excited. We are here and ready to continue to serve this public to which we are always attached. Tell our stories and commit to honoring our black audiences and our black creatives. Our contributors [will be] tell our stories in a robust and colorful way.
She continued, “We are going to be looking to bridge the gap with the creatives and the different generations. And there is going to be a lot of exciting things to come. “
