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