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== Advertising ==
== Advertising ==
Women were identified as a significant influence in consumption in the 1880s, so magazines targeting women began to cater to the increased economic role of women.<ref>{{Cite book|title=Literacy, A Critical Sourcebook|last=Cushman|first=Ellen|publisher=Bedford/St. Martin's|year=2001|isbn=978-0312250423|location=|pages=291, 302-5}}</ref>
Women were identified as a significant influence in consumption in the 1880s, so magazines targeting women began to cater to the increased economic role of women.<ref>{{Cite book|title=Literacy, A Critical Sourcebook|last=Cushman|first=Ellen|publisher=Bedford/St. Martin's|year=2001|isbn=978-0312250423|location=|pages=291, 302-5}}</ref> Once women's power of consumption was realized, magazines for them began to appeal increasingly to their ability to consume.


In 2009, the number of pages of advertisements in the magazine had dwindled by 12 percent.<ref name=":2" />
In 2009, the number of pages of advertisements in the magazine had dwindled by 12 percent.<ref name=":2" />

Revision as of 17:32, 13 April 2017

Essence
Jill Scott appears on the cover of the May 2010 issue of Essence
Jill Scott on the cover of the May 2010 issue of Essence
EditorVanessa Bush
FrequencyMonthly
Total circulation
(2011)		1,050,013[1]
First issueMay 1970; 54 years ago (1970-05)
CompanyEssence Communications
(Time Inc.)
CountryUnited States
Based inNew York City, New York, U.S.
Websiteessence.com
ISSN0014-0880

Essence, also known as The Magazine for Today's Black Woman, is a "privately owned periodical," and most of its readers are black women.[2][3] The magazine covers fashion, lifestyle, and beauty with its slogan "Fierce, Fun, and Fabulous," which suggests the magazine's goal of empowering African-American women. The topics the magazine discusses range from celebrities to point-of-view pieces addressing current issues in the African-American community.

History

Advertising salesman Jonathan Blount and insurance salesman Clarence Smith thought up Essence, receiving inspiration from an opportunity to brainstorm black business ideas with a Wall Street firm.[2] After partnering with people in finance and printing, they sold their magazine idea to Wall Street and started publication with the help of a team.[2] The magazine was meant to focus more womanhood than blackness.[2] At the time, text dominated images in the magazine, and it was considered to be on its way to becoming a black Cosmopolitan.[2]

Its initial circulation was approximately 50,000 copies per month, subsequently growing to roughly 1.6 million.[4] Gordon Parks served as its editorial director during the first three years of its circulation.

In 2000, Time Inc. purchased 49 percent of Essence Communication inc, a publishing company that publishes magazines aimed at African-American women, namely Essence[5] and Suede magazines. In 2005 Time Inc. made a deal with Essence Communication Inc. to purchase the remaining 51 percent it did not already own. The deal placed the ownership of the 34-year-old Essence magazine, one of the United State's leading magazines for women of color, under white ownership.[6] Black male patriarchy was also furthered by owners and staff members in the Essence workplace and was similar to white male patriarchy.[7]

Contents

Black women can look to Essence for information about matters concerning them.[2]

In "Black Womanhood: Essence and its Treatment of Stereotypical Images of Black Women," professors explained that diverse images of black women are not often included in white magazines and media but that those black women can see themselves in different lights in Essence.[7] The magazine features sections called Celebrity, Fashion, Beauty, Hair, Love, and Point-of-View.[8] The magazine has covered topics from family, to social issues in the African-American community, African-American women in the military, and being HIV positive. Celebrities including Michelle Obama and Whitney Houston have appeared on the cover and been featured in the magazine through interviews and photo spreads.[9] Originally launched primarily as a fashion magazine, Essence has grown to be a guideline for African-American women in many aspects of life.

Frequent contributors, including current editor-in-chief Vanessa K. Bush, provide advice for the business-minded black woman, helping them to reach their full potential.[10] The section named "Tanisha's Tips", written by the magazine's senior editor of personal finance and careers, gives tips on workplace conduct and how to handle a rough job.[8]

Male staffers use their voice

While 85 percent of the magazine's articles were written by women, 15 percent of the stories were written by men, who held 16 percent of the magazine's authorial positions.[11] Male staff members mostly wrote about being a man and dealing with a relationship with a woman.[11]

The articles they wrote highlighted how men and women differed biologically and related socially.[12] Heterosexual relationships and their importance in present and future black life occupied over 30 percent of the article topics explored by male writers.[12] The black male voice revealed more about the black male to the black female reader and promoted the coming together of men and women despite gendered differences.[12]

Male Essence authors dedicated about another 30 percent of their articles to criticism of their black female counterparts.[13] As a display of power, between their black-male and relationship-oriented pieces, male writers also ventured to outline how black women should act and think.[13]

Advertising

Women were identified as a significant influence in consumption in the 1880s, so magazines targeting women began to cater to the increased economic role of women.[14] Once women's power of consumption was realized, magazines for them began to appeal increasingly to their ability to consume.

In 2009, the number of pages of advertisements in the magazine had dwindled by 12 percent.[3]

Circulation

  • Rate Base 1,600,000[4]
  • Subscriptions 78%
  • Single-Copy Sales 22%

Essence Music Festival

The Essence Music Festival is the nation's largest annual gathering of African-American musical talent and has been going on annually for 18 years in New Orleans, bringing more than 400,000 people. The festival is a three-day event that includes cultural celebrations, empowerment seminars, and nights of musical performances. Awards honoring prominent musicians in the African-American community is celebrated during the festival as well. The festival is held every Fourth of July weekend, and has featured some of the biggest names in entertainment, including Prince, Beyoncé, Tamia, Mary J. Blige, and Lionel Richie.[15]

In 2007, president Barack Obama and Hillary Clinton made special appearances at The Essence Music Festival, and in 2009, the festival was held in honor of Barack Obama's inauguration and presidency, with Beyoncé as the headliner.[16] In 2008, after partnering with Essence to develop and tape a co-branded special presentation Black in America: Reclaiming the Dream, CNN reported live on-site throughout the Music Festival weekend.

In 2013, the Essence Music Festival rebranded to the Essence Festival to showcase the event as more than a music festival.

In 2016, the first ever sister event to the Essence Festival was announced – Essence Festival Durban – set to take place in Durban, South Africa from November 8 to 13. Essence President Michelle Ebanks commented at the time, "This is a milestone year for the Essence brand as we get ready to bring one of our most beloved events to the heart of South Africa in the coastal city of Durban which represents an exciting mix of cultures. This inaugural Essence Festival Durban will bring together voices of influence and power from the continent of Africa, the U.S. and across the globe to connect communities and empower women spanning the diaspora."[17]

Activism

In January 2005 Essence launched a 12-month initiative to combat misogyny in hip hop culture.[4] The campaign, entitled "Take Back the Music," was intended to inspire public dialogue about the portrayal of black women in rap music.[18] Essence also works to empower women through the magazine, instilling confidence in full-figured African-American women, and giving tips on how to love their hair, and their body, by holding a Young Women's Leadership Conference, and releasing a book in 2009 entitled Essence Presents: The Black Woman's Guide to Healthy Living.[19]

Awards

Black Women In Hollywood

Essence magazine holds an award ceremony annually to honor black women who have achieved success in Hollywood.

Black Men In Hollywood

Ceremony Annually to Honor black men who have achieved success in Hollywood

Essence Literary Awards

Essence magazine hosted the first-annual Essence Literary Awards in New York City on February 7, 2008. The awards were created to celebrate both emerging and established African-American authors in nine categories: Fiction, Memoir, Inspiration, Non-fiction, Current Affairs, Photography, Children's Books, Poetry and Storyteller of the Year.

Reception

In 2008, Essence won 12 New York Association of Black Journalists awards in the Investigative, General Feature, International, Business/Technology, Science/Health, Arts and Entertainment, Personal Commentary, Public Affairs and Online categories. The same year, Essence also won an American Magazine Vanguard Award (AVMA), recognizing the magazines that are innovating beyond just the printed word.[19]

The 2005 purchase of Essence Communications Inc. marked the first time an African-American magazine would be owned by a white man, sparking controversy because of the company's 34 years under African-American ownership.[6]

The magazine also started controversy in 2011 when the editor-in-chief Constance C. R. White announced that the magazine's new managing editor was a white male by the name of Michael Bullerdick. White assured readers that Bullerdick has no control over the content of the magazine and is only to oversee the day-to-day operations of the magazine.[20] In April 2012, Bullerdick parted ways with the magazine after politically conservative views that run counter to what Essence has historically stood for were discovered on his private Facebook page.[21]

Editors

See also

References

  1. ^ "eCirc for Consumer Magazines". Audit Bureau of Circulations. June 30, 2011. Retrieved December 1, 2011.
  2. ^ a b c d e f Dates, Jannette (1993). Split Image: African Americans in the Mass Media. Washington, D.C.: Howard University Press. pp. 405–406. ISBN 978-0882581798.
  3. ^ a b "The Recession Has Devastated Black Magazines". The Journal of Blacks in Higher Education. 64: 34. 2009 – via International Index to Black Periodicals.
  4. ^ a b c Bynoe, Yvonne. Encyclopedia of Rap and Hip-hop Culture. Westport, Conn.: Greenwood Press, 2006, p. 263, ISBN 978-0-313-33058-2.
  5. ^ Richard Campbell; Christopher R. Martin; Bettina Fabos (February 20, 2012). Media and Culture with 2013 Update: An Introduction to Mass Communication. Macmillan. p. 277. ISBN 978-1-4576-0491-1. Retrieved January 13, 2013.
  6. ^ a b Carr, David. The New York Times, 2005.
  7. ^ a b Bailey Woodard, Jennifer (2005). ""Black Womanhood: 'Essence' and its Treatment of Stereotypical Images of Black Women"" (PDF). Journal of Black Studies. Vol. 36: pp. 264-281 – via Sage. {{cite journal}}: |pages= has extra text (help); |volume= has extra text (help)
  8. ^ a b "Essence", Essence.com.
  9. ^ PR Newswire US, 2011.
  10. ^ "Essence Magazine". AALBC.
  11. ^ a b Gadsden, Gloria (2000). "The Male Voice in Women's Magazines". Gender Issues. 18: 49 – via EBSCOhost.
  12. ^ a b c Gadsden, Gloria (2000). "The Male Voice in Women's Magazines". Gender Issues. 18: 49 – via EBSCOhost.
  13. ^ a b Gadsden, Gloria (2000). "The Male Voice in Women's Magazines". Gender Issues. 18: 49 – via EBSCOhost.
  14. ^ Cushman, Ellen (2001). Literacy, A Critical Sourcebook. Bedford/St. Martin's. pp. 291, 302–5. ISBN 978-0312250423.
  15. ^ PR Newswire US, 2012.
  16. ^ New Musical Express, 2009.
  17. ^ "Essence Festival Durban 2016 – Passion, Inspiration & Power". 5 Star Durban Magazine.
  18. ^ Weisstuch, Lisa (January 12, 2005). "Sexism in rap sparks black magazine to say, 'Enough!'". Christian Science Monitor, accessed October 3, 2011.
  19. ^ a b Dumenco, Simon. Advertising Age, 2008.
  20. ^ Watkins, Boyce. "Should Essence Magazine Have a White Male Managing Editor?." yourblackworld.com.
  21. ^ "Essence Shifts White Male Managing Editor". The Root. 2012. Retrieved April 22, 2012. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  22. ^ "Bios of the Phenomenal Women". Our Time Press. April 3, 2010. Retrieved September 23, 2016.
  23. ^ Gordon, Ed (April 5, 2005). "Diane Weathers, Former Editor of 'Essence' Magazine" (Windows Media Player or Synchronized Multimedia Integration Language). NPR. Retrieved January 27, 2011.
  24. ^ Stanley, Jeffrey (December 2003). "Diane Weathers '67". Brooklyn Friends School. Retrieved January 27, 2011.

Further reading

External links


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