Johnson Publishing Company - Internal Relations

The research uncovered in my last two blog posts: Johnson Publishing Company
(JPC) - Media Relations and Johnson Publishing Company – Content & Critical Analysis illustrated that JPC has a lot of work to do with regard to updating its brand. This is of particular import if the company intends to remain competitive and relevant in a digital era.

In addition to the above challenge JPC must tweak its original mission just a bit simply because the times have changed. Instead of communicating from the top down, the focus must be a more diverse approach as the priorities for its stakeholders have changed. The most important thing JPC can do is “articulate the company’s vision, strategy, and potential to investors, analysis and the media.” (Argenti P. 150). I’m not sure they need a corporate blog to do this. This information (as noted above) updated as appropriate on a completely revamped website would be just fine.

Besides the blog I am currently posting about JPC I did find a few more on the web, all seemingly from individuals like myself without any attachment to the company.  (Subject matter of those blogs in my next posting.) I cannot comment on an internal blog, as there may well be one but the public does not  have access to it.

A blog that may be useful for JPC external publics would provide some insight into the day-to-day workings of the company. Topics could include what it is like to work for such an iconic company, what type of corporate culture they maintain, future growth plans, what kind of benefits are available, how features are chosen, how to submit an article for consideration and of course an invitation to join this community with comments and suggestions.  The blog should be written by someone digitally savvy with a commitment to the organization and a through knowledge of its past. The best candidate would probably be another (younger) family member with a vested interest and a dedication to keeping the legacy viable. 

JPC has never used a celebrity spokesperson for the organization. No “Jared” so to speak. The JPC brand (Ebony/Jet magazines) have always had a high talkability and endorsement quotient with both celebrities and public at large. The primary spokespeople have historically been co-founders John & Eunice Johnson.

John Johnson - Founder Johnson Publishing Company

Recently a new spokesperson for JPC has emerged in the form of the newly minted CEO Desiree Rogers (former Social Secretary for Obama ). Although I’m sure she is qualified for the position I don’t find her answers regarding the current and future status of JPC convincing. It feels like she doesn’t quite know her lines or needs to do more homework. Perhaps it’s just growing pains.

 Desiree Rogers - JPC CEO

By far the best spokesperson for JPC is Linda Johnson Rice daughter of the original founders. It is clearly apparent she is ferociously dedicated to the brand, the image and has more than a basic working knowledge. JPC is her history; it is her life, not just a job.  Most importantly, she can answer the hard questions. "This is more than a business," Rice told Folio: The Magazine for Magazine Management. "This is my life. This is my family”

Linda Johnson Rice - JPC President

The fact is with the rather recent deaths of both co-founders: Mr. and Mrs. Johnson (2005, 2010 respectively) the company is undergoing a period of bereavement, change, and finding its new identity. Combine this with an ever changing business and digital landscape, and the high bar the founders have set it’s becomes clear that the new caretakers, the second generation of JPC have their hands full. No worries,  the obstacles the company have already overcome have been much harder. The change only means letting go of the past and the willingness to embark upon and embrace a new future. There is no doubt in my mind they can do it.

Works Cited:

Bhargava, R  (2008) Personality not Included New York: McGraw Hill

Argenti, P. (2009) Digital Strategies for Powerful Corporate Communications. New York: McGraw Hill

http://www.google.com/images

www.africanawards.com

www. answers.com./topic/linda-johnson-rice

JPC - Media Relations- Repost

As uncovered and discussed in last week blog “JPC – Website Content & Critical Analysis”, the JPC corporate website leaves a lot to be desired with regard to its new technology offerings, this certainly includes “media strategies”. Many questions that could/would have been addressed in this blog have been already been discussed. The fact is according to our readings JPC meets very few (and this is generous) of the criteria as it relates to the interactive newsroom, its audience and the information it one can obtain from it.

There are a couple of recent changes of interest to note. First, when doing JPC research for this week’s blog “Media Relations” the corporate webpage has been updated. Now, when you click on the Ebony/Jet images you are directed to the online versions of those magazines instead of the subscription page. The Fashion Fair page has been updated as well. Perhaps they are reading my JPC missives?

Second, and of great importance is a find I discovered doing a global Internet search. In a press release dated11/16/2011 the bloomberg.com website announced the JPC was undertaking a massive effort to “revitalize and expand” the brand. To that end JPC has hired a new technology executive to help with “new technology initiatives” this includes “social networks and mobile devices”.

This initiative is a clear indication the JPC is aware of the fact that they have fallen behind with regard to fulfilling the needs of the digital age stakeholder. It may also have a lot to do with the fact that in July 2011 JP Morgan Chase & Company became a “minority” stakeholder with JPC. In addition to obvious financial gain this association provided JPC it also opened the inner workings of JPC to new scrutiny. As is sometimes the case with “sole proprietorships” tunnel vision is often a hindrance. Perhaps in an effort to protect and capitalize on the investment, Chase may have opened the doors to a new implementing a new direction for JPC along with its brands. I’m sure they did due diligence and performed their own “critical analysis”. The good thing is that Chase thought JPC was still relevant and has a viable future otherwise I doubt they would have made the investment. No one backs a loser!



Further research uncovered an NPR article dated 9/22/11 touting “Ebony Jet Parent (JPC) Takes a Bold New Tack. It indicated concerns about “Johnson Publishing's ability to survive the turmoil in the media industry are no longer relevant”. This means JPC is indeed turning a new leaf.

It is clear that all aspects of JPC are going to embark on a massive makeover designed to meet the needs of a print publication and its transition into the digital age. All aspects of media relations will be improved. Soon enough we should be able to say “This is not your grandma’s Ebony/Jet/JPC…

Johnson Publishing Company - Media Relations

.

As uncovered and discussed in last week blog “JPC – Website Content & Critical Analysis”, the JPC corporate website leaves a lot to be desired with regard to its new technology offerings, this certainly includes “media strategies”. Many questions that could/would have been addressed in this blog have been already been discussed. The fact is according to our readings JPC meets very few (and this is generous) of the criteria as it relates to the interactive newsroom, its audience and the information it one can obtain from it.

There are a couple of recent changes of interest to note. First, when doing JPC research for this week’s blog “Media Relations” the corporate webpage has been updated. Now, when you click on the Ebony/Jet images you are directed to the online versions of those magazines instead of the subscription page. The Fashion Fair page has been updated as well. Perhaps they are reading my JPC missives?

Second, and of great importance is a find I discovered doing a global Internet search. In a press release dated11/16/2011 the bloomberg.com website announced the JPC was undertaking a massive effort to “revitalize and expand” the brand. To that end JPC has hired a new technology executive to help with “new technology initiatives” this includes “social networks and mobile devices”.

This initiative is a clear indication the JPC is aware of the fact that they have fallen behind with regard to fulfilling the needs of the digital age stakeholder. It may also have a lot to do with the fact that in July 2011 JP Morgan Chase & Company became a “minority” stakeholder with JPC. In addition to obvious financial gain this association provided JPC it also opened the inner workings of JPC to new scrutiny. As is sometimes the case with “sole proprietorships” tunnel vision is often a hindrance. Perhaps in an effort to protect and capitalize on the investment, Chase may have opened the doors to a new implementing a new direction for JPC along with its brands. I’m sure they did due diligence and performed their own “critical analysis”. The good thing is that Chase thought JPC was still relevant and has a viable future otherwise I doubt they would have made the investment. No one backs a loser!



Further research uncovered an NPR article dated 9/22/11 touting “Ebony Jet Parent (JPC) Takes a Bold New Tack. It indicated concerns about “Johnson Publishing's ability to survive the turmoil in the media industry are no longer relevant”. This means JPC is indeed turning a new leaf.

It is clear that all aspects of JPC are going to embark on a massive makeover designed to meet the needs of a print publication and its transition into the digital age. All aspects of media relations will be improved. Soon enough we should be able to say “This is not your grandma’s Ebony/Jet/JPC…

Works Cited:

http://www.johnsonpublishing.com/

http://www.bloomberg.com/news

http://www.npr.org/

JPC Establishing the Brand - Some Answers?

Fernando, T.:  I will try to address your questions, as they are similar in nature. Yes, Ebony/Jet does have an on-line presence. You can browse the covers, even read old issues, seeing the “news of the day”, it is quite interesting.

Modern day African-Americans at large remain excluded from conversations going on in America. Many studies have shown that all things being equal a Black person will not get the job, will not be rented/sold the apt./house. Will be charged a higher interest rate when buying a car. Again, this is with everything being equal but the color of skin.  More importantly however may be the “images” we are all are shown. When communicators are trying to indicate the ugliness of a situation, of poverty, drug addiction, criminality etc., more often than not the “images” are those of Black people. This, even if the piece is not about Black people in particular. It is very negative and has a profound effect on a culture both Black and otherwise. JPC shows US the beauty, the true potential in all of us. The “don’t believe the hype” of it all. That may be one reason these publications have retained popularity. The other may be that JPC tapped upon one of the foundations of Maslow hierarchy of human needs that being “Esteem”. (See below)

Dre and Nicki do corporate commercials and appear on GMA respectively but have no doubt they are there because they make money/garner ratings=make money for others, lots of it. (Not ignoring their individual talents/accomplishments.)

Speaking on Black radio President Obama has said “I may be president, but I still cannot get a cab in NY”.  In addition, I’ve never in my life heard/read so many racist viewpoints expressed publicly until a “nigger” became President. It’s must be just awful for the leader of the free world, the “greatest country on earth” to endure this. It also says a lot about us as a nation. Imagine his disgust at being called “articulate” a Harvard grad no less?

Historically, the damage done to displaced Africans worldwide and ALL Americans because of the legacy of savage and inhumane decisions made by others others still has profound ramifications on our nation (and the world) as a whole. African-Americans don’t really even know where we came from or who are family really is.

One may want to think these issues were so long ago as to be forgotten, I thought so too, until the day it dawned on me that I was born without civil rights. Perhaps my lot and I are the last of a dying breed, those whose birth predates the modern Civil Rights Act of 1964. The last vestiges of slavery if you will. Federal laws had be enacted for Blacks to be treated with some shred of dignity. I will never forget the “images” I saw on the news as a child. Well meaning and well dressed “Colored” people men and especially women and children being painfully blasted by water hoses and attacked by dogs. “For what?” I would wonder as a kid. As an adult found out why; simply for wanting a place at the table that they help build. IMAGINE THAT?!

 

                                         Could JPC have known they were fulfilling these needs?

Works Cited:

http://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs

http://en.wikipedia.org/wiki/Civil_Rights_Act_of_1866

http://en.wikipedia.org/wiki/Civil_Rights_Act_of_1964

http://www.eeoc.gov/eeoc/history/35th/1990s/civilrights.html

 

 

Johnson Publishing Company - Establishing the Brand

UNIQUENESS: Make no mistake about it once Africans in American became literate they have been involved in the writing/publishing of pamphlets, books, newsletters and newspapers both before and after the law allowed them such “privileges”.  The intent was always (and continues to be similar) to make empowering statements designed to uplift a race of people who for centuries were thought of as less than human. Unfortunately the above cannot be overstated.  JPC entered the marketplace at a time when certain advancements among Colored/Negro/Black soon to be African-American people were being made. When African-Americans as a whole had made inroads in advancing their own cause. When certain needs were going unfulfilled. Some measure of success and upward mobility had been established within their own communities and begged to be recognized/celebrated. Regardless of how they were thought of by the majority of mainstream U.S.A. (“niggers”) Blacks were indeed beginning to make an indelible/undeniable mark on modern American culture. JPC fulfilled all mandated strategic requirements for the chance of success in business as outlined in “strategic considerations”.

AUTHENTICITY: Although JPC certainly did not invent the magazine format (the basic layout for EBONY was based on Life Magazine) they have tapped into a goldmine still going strong 65+ years later.  The most important element that can attributed to the ongoing success of JPC is the “Authentic story behind the brand. Having a real heritage that customers can identify with brings a brand to life and demonstrates that there was a real struggle by real people to start and build the company”. (Bhargava P. 91) So far the ability of the JPC demographic to clearly understand, share in and identify with the above has served the company and it’s coffers quite well.  The ability to produce and navigate new media in a digital age, remain focused on the issues that concern today’s reader while continuing to embrace the “heritage” that Africans in America share JPC should remain a viable company.

 TALKABILITY: JPC has always and continues to maintain “talkability” among its target audience. At any given time someone will say “celebrity X is in Ebony/Jet this month”. Similar to an example in the text all attendees at Ebony Fashion Shows were given the additional caveat of a year subscription to Ebony or Jet Magazine. Once in the home for a year this undoubtedly lead to additional paid re-orders.  This reached a worldwide audience. Very smart marketing indeed!

BRANDING DETAILS: The name/logo for the publications speak for themselves. EBONY/JET = BLACK, no mistaking such, no apologies.  Historically the main spokespersons for the brand have been the Johnson family themselves. Their aura was/is always one of an educated lot with culture, style, class, elegance and the pride (sometimes mistaken for a chip on the shoulder) it takes be Black in America and make it against all odds.

EBONY is more the “coffee table” glossy.  Larger in size than JET the publication features the accomplishments of prominent African-Americans, Historically Black Colleges & Universities (HBCU'S), their Fraternities & Sororities, the dreams and aspirations of a people, along with current affairs. 

JET (duplicating the size of Readers Digest) takes on a more gossipy tabloid feel with stories of weird crimes, celebrity scandals and the world famous JET “Beauty of the Week always a bathing suited girl with a bombshell figure

Works Cited:

http://books.google.com/books

http://books.google.com/images

Bhargava, R.  (2008) Personality not included.  New York. McGraw Hill.

Class 2 102011 – 1 pptx