ogc163
Superstar
An economic downturn in 2008 shuttered numerous publications and further marginalized people of color in an already minimally integrated industry. But in the 90’s and early-aughts, multicultural publications flourished, providing an alternative model for journalism that bears remembering.
Danielle A. Jackson | Longreads | September 2019 | 16 minutes (4,184 words)
The late summer night Tupac died, I listened to All Eyez on Me at a record store in an East Memphis strip mall. The evening felt eerie and laden with meaning. It was early in the school year, 1996, and through the end of the decade, Adrienne, Jessica, Karida and I were a crew of girlfriends at our high school. We spent that night, and many weekend nights, at Adrienne’s house.
Our public school had been all white until a trickle of black students enrolled during the 1966–67 school year. That was 12 years after Brown v. Board of Education and six years after the local NAACP sued the school board for maintaining dual systems in spite of the ruling. In 1972, a federal district court ordered busing; more than 40,000 white students abandoned the school system by 1980. The board created specialized and accelerated courses in some of its schools, an “optional program,” in response. Students could enter the programs regardless of district lines if they met certain academic requirements. This kind of competition helped retain some white students, but also created two separate tracks within those institutions — a tenuous, half-won integration. It meant for me, two decades later, a “high-performing school” with a world of resources I knew to be grateful for, but at a cost. There were few black teachers. Black students in the accelerated program were scattered about, small groups of “onlies” in all their classes. Black students who weren’t in the accelerated program got rougher treatment from teachers and administrators. An acrid grimness hung in the air. It felt like being tolerated rather than embraced.
My friends and I did share a lunch period. At our table, we traded CDs we’d gotten in the mail: Digable Planets’s Blowout Comb, D’Angelo’s Brown Sugar, the Fugees’ The Score. An era of highly visible black innovation was happening alongside a growing awareness of my own social position. I didn’t have those words then, but I had my enthusiasms. At Maxwell’s concert one sweaty night on the Mississippi, we saw how ecstasy, freedom, and black music commingle and coalesce into a balm. We watched the films of the ’90s wave together, and while most had constraining gender politics, Love Jones, the Theodore Witcher–directed feature about a group of brainy young artists in Chicago, made us wish for a utopic city that could make room for all we would become.
We also loved to read the glossies — what ’90s girl didn’t? We especially salivated over every cover of Vibe. Adrienne and I were fledgling writers who experimented a lot and adored English class. In the ’90s, the canon was freshly expanding: We read T.S. Eliot alongside Kate Chopin and Chinua Achebe. Something similar was happening in magazines. Vibe’s mastheads and ad pages were full of black and brown people living, working, and loving together and out front — a multicultural ideal hip-hop had made possible. Its “new black aesthetic” meant articles were fresh and insightful but also hyper-literary art historical objects in their own rights. Writers were fluent in Toni Morrison and Ralph Ellison as well as Biggie Smalls. By the time Tupac died, Kevin Powell had spent years contextualizing his life within the global struggle for black freedom. “There is a direct line from Tupac in a straitjacket [on the popular February 1994 cover] to ‘It’s Obama Time’ [the September 2007 cover, one of the then senator’s earliest],” former editor Rob Kenner told Billboard in a Vibe oral history. He’s saying Vibe helped create Obama’s “coalition of the ascendent” — the black, Latinx, and young white voters who gave the Hawaii native two terms. For me, the pages reclaimed and retold the American story with fewer redactions than my history books. They created a vision of what a multiethnic nation could be.
* * *
“There was a time when journalism was flush,” Danyel Smith told me on a phone call from a summer retreat in Massachusetts. She became music editor at Vibe in 1994, and was editor in chief during the late ’90s and again from 2006 to 2008. The magazine, founded by Quincy Jones and Time, Inc. executives in 1992, was the “first true home of the culture we inhabit today,” according to Billboard. During Smith’s first stint as editor in chief, its circulation more than doubled. She wrote the story revealing R. Kelly’s marriage to then 15-year-old Aaliyah, as well as cover features on Janet Jackson, Wesley Snipes, and Whitney Houston. Smith was at the helm when the magazine debuted its Obama covers in 2007 — Vibe was the first major publication to endorse the freshman senator. When she described journalism as “flush,” Smith was talking about the late ’80s, when she started out in the San Francisco Bay. “Large cities could support with advertising two, sometimes three, alternative news weeklies and dailies,” she said.
‘There is a direct line from Tupac in a straitjacket [on the popular February 1994 cover] to ‘It’s Obama Time’ [the September 2007 cover, one of the then senator’s earliest].’
The industry has collapsed and remade itself many times since then. Pew reports that between 2008 and 2018, journalism jobs declined 25 percent, a net loss of about 28,000 positions. Business Insider reports losses at 3,200 jobs this year alone. Most reductions have been in newspapers. A swell in digital journalism has not offset the losses in print, and it’s also been volatile, with layoffs several times over the past few years, as outlets “pivot to video” or fail to sustain venture-backed growth. Many remaining outlets have contracted, converting staff positions into precarious freelance or “permalance” roles. In a May piece for The New Republic, Jacob Silverman wrote about the “yawning earnings gap between the top and bottom echelons” of journalism reflected in the stops and starts of his own career. After a decade of prestigious headlines and publishing a book, Silverman called his private education a “sunken cost” because he hadn’t yet won a coveted staff role. If he couldn’t make it with his advantageous beginnings, he seemed to say, the industry must be truly troubled. The prospect of “selling out” — of taking a corporate job or work in branded content — seemed more concerning to him than a loss of the ability to survive at all. For the freelance collective Study Hall, Kaila Philo wrote how the instability in journalism has made it particularly difficult for black women to break into the industry, or to continue working and developing if they do. The overall unemployment rate for African Americans has been twice that of whites since at least 1972, when the government started collecting the data by race. According to Pew, newsroom employees are more likely to be white and male than U.S. workers overall. Philo’s report mentions the Women’s Media Center’s 2018 survey on women of color in U.S. news, which states that just 2.62 percent of all journalists are black women. In a write-up of the data, the WMC noted that fewer than half of newspapers and online-only newsrooms had even responded to the original questionnaire.
* * *
According to the WMC, about 2.16 percent of newsroom leaders are black women. If writers are instrumental in cultivating our collective conceptions of history, editors are arguably more so. Their sensibilities influence which stories are accepted and produced. They shape and nurture the voices and careers of writers they work with. It means who isn’t there is noteworthy. “I think it’s part of the reason why journalism is dying,” Smith said. “It’s not serving the actual communities that exist.” In a July piece for The New Republic, Clio Chang called the push for organized labor among freelancers and staff writers at digital outlets like Vox and Buzzfeed, as well as at legacy print publications like The New Yorker, a sign of hope for the industry. “In the most basic sense, that’s the first norm that organizing shatters — the isolation of workers from one another,” Chang wrote. Notably, Vox’s union negotiated a diversity initiative in their bargaining agreement, mandating 40 to 50 percent of applicants interviewed come from underrepresented backgrounds.
“Journalism is very busy trying to serve a monolithic imaginary white audience. And that just doesn’t exist anymore,” Smith told me. U.S. audiences haven’t ever been truly homogeneous. But the media institutions that serve us, like most facets of American life, have been deliberately segregated and reluctant to change. In this reality, alternatives sprouted. Before Vibe’s launch, Time, Inc. executives wondered whether a magazine focused on black and brown youth culture would have any audience at all. Greg Sandow, an editor at Entertainment Weekly at the time, told Billboard, “I’m summoned to this meeting on the 34th floor [at the Time, Inc. executive offices]. And here came some serious concerns. This dapper guy in a suit and beautifully polished shoes says, ‘We’re publishing this. Does that mean we have to put black people on the cover?’” Throughout the next two decades, many publications serving nonwhite audiences thrived. Vibe spun off, creating Vibe Vixen in 2004. The circulations of Ebony, JET, and Essence, legacy institutions founded in 1945, 1951, and 1970, remained robust — the New York Times reported in 2000 that the number of Essence subscribers “sits just below Vogue magazine’s 1.1 million and well above the 750,000 of Harper’s Bazaar.” One World and Giant Robot launched in 1994, Latina and TRACE in 1996. Honey’spreview issue, with Lauryn Hill on the cover, hit newsstands in 1999. Essence spun off to create Suede, a fashion and culture magazine aimed at a “polyglot audience,” in 2004. A Magazine ran from 1989 to 2001; Hyphen launched with two young reporters at the helm the following year. In a piece for Columbia Journalism Review, Camille Bromley called Hyphen a celebration of “Asian culture without cheerleading” invested in humor, complication, and complexity, destroying the model minority myth. Between 1956 and 2008, the Chicago Defender, founded in 1905 and a noted, major catalyst for the Great Migration, published a daily print edition. During its flush years, the Baltimore Afro-American, founded in 1892, published separate editions in Philadelphia, Richmond, and Newark.
Before Vibe’s launch, Time, Inc. executives wondered whether a magazine focused on black and brown youth culture would have any audience at all.
The recent instability in journalism has been devastating for the black press. The Chicago Defender discontinued its print editions in July. Johnson Publications, Ebony and JET’s parent company, filed bankruptcy earlier this year after selling the magazines to a private equity firm in 2016. Then it put up for sale its photo archive — more than 4 million prints and negatives. Its record of black life throughout the 20th century includes images of Emmett Till’s funeral, in which the 14-year-old’s mutilated body lay in state, and Moneta Sleet Jr.’s Pulitzer Prize–winning image of Coretta Scott King mourning with her daughter, Bernice King. It includes casually elegant images of black celebrities at home and shots of everyday street scenes and citizens — the dentists and mid-level diplomats who made up the rank and file of the ascendant. John H. Johnson based Ebony and JET on LIFE, a large glossy heavy on photojournalism with a white, Norman Rockwell aesthetic and occasional dehumanizing renderings of black people. Johnson’s publications, like the elegantly attired stars of Motown, were meant as proof of black dignity and humanity. In late July, four large foundations formed an historic collective to buy the archive, shepherd its preservation, and make it available for public access.
The publications’ written stories are also important. Celebrity profiles offered candid, intimate views of famous, influential black figures and detailed accounts of everyday black accomplishment. Scores of skilled professionals ushered these pieces into being: Era Bell Thompson started out at the Chicago Defender and spent most of her career in Ebony’s editorial leadership. Tennessee native Lynn Norment worked for three decades as a writer and editor at the publication. André Leon Talley and Elaine Welteroth passed through Ebony for other jobs in the industry. Taken together, their labor was a massive scholarly project, a written history of a people deemed outside of it.
Danielle A. Jackson | Longreads | September 2019 | 16 minutes (4,184 words)
The late summer night Tupac died, I listened to All Eyez on Me at a record store in an East Memphis strip mall. The evening felt eerie and laden with meaning. It was early in the school year, 1996, and through the end of the decade, Adrienne, Jessica, Karida and I were a crew of girlfriends at our high school. We spent that night, and many weekend nights, at Adrienne’s house.
Our public school had been all white until a trickle of black students enrolled during the 1966–67 school year. That was 12 years after Brown v. Board of Education and six years after the local NAACP sued the school board for maintaining dual systems in spite of the ruling. In 1972, a federal district court ordered busing; more than 40,000 white students abandoned the school system by 1980. The board created specialized and accelerated courses in some of its schools, an “optional program,” in response. Students could enter the programs regardless of district lines if they met certain academic requirements. This kind of competition helped retain some white students, but also created two separate tracks within those institutions — a tenuous, half-won integration. It meant for me, two decades later, a “high-performing school” with a world of resources I knew to be grateful for, but at a cost. There were few black teachers. Black students in the accelerated program were scattered about, small groups of “onlies” in all their classes. Black students who weren’t in the accelerated program got rougher treatment from teachers and administrators. An acrid grimness hung in the air. It felt like being tolerated rather than embraced.
My friends and I did share a lunch period. At our table, we traded CDs we’d gotten in the mail: Digable Planets’s Blowout Comb, D’Angelo’s Brown Sugar, the Fugees’ The Score. An era of highly visible black innovation was happening alongside a growing awareness of my own social position. I didn’t have those words then, but I had my enthusiasms. At Maxwell’s concert one sweaty night on the Mississippi, we saw how ecstasy, freedom, and black music commingle and coalesce into a balm. We watched the films of the ’90s wave together, and while most had constraining gender politics, Love Jones, the Theodore Witcher–directed feature about a group of brainy young artists in Chicago, made us wish for a utopic city that could make room for all we would become.
We also loved to read the glossies — what ’90s girl didn’t? We especially salivated over every cover of Vibe. Adrienne and I were fledgling writers who experimented a lot and adored English class. In the ’90s, the canon was freshly expanding: We read T.S. Eliot alongside Kate Chopin and Chinua Achebe. Something similar was happening in magazines. Vibe’s mastheads and ad pages were full of black and brown people living, working, and loving together and out front — a multicultural ideal hip-hop had made possible. Its “new black aesthetic” meant articles were fresh and insightful but also hyper-literary art historical objects in their own rights. Writers were fluent in Toni Morrison and Ralph Ellison as well as Biggie Smalls. By the time Tupac died, Kevin Powell had spent years contextualizing his life within the global struggle for black freedom. “There is a direct line from Tupac in a straitjacket [on the popular February 1994 cover] to ‘It’s Obama Time’ [the September 2007 cover, one of the then senator’s earliest],” former editor Rob Kenner told Billboard in a Vibe oral history. He’s saying Vibe helped create Obama’s “coalition of the ascendent” — the black, Latinx, and young white voters who gave the Hawaii native two terms. For me, the pages reclaimed and retold the American story with fewer redactions than my history books. They created a vision of what a multiethnic nation could be.
* * *
“There was a time when journalism was flush,” Danyel Smith told me on a phone call from a summer retreat in Massachusetts. She became music editor at Vibe in 1994, and was editor in chief during the late ’90s and again from 2006 to 2008. The magazine, founded by Quincy Jones and Time, Inc. executives in 1992, was the “first true home of the culture we inhabit today,” according to Billboard. During Smith’s first stint as editor in chief, its circulation more than doubled. She wrote the story revealing R. Kelly’s marriage to then 15-year-old Aaliyah, as well as cover features on Janet Jackson, Wesley Snipes, and Whitney Houston. Smith was at the helm when the magazine debuted its Obama covers in 2007 — Vibe was the first major publication to endorse the freshman senator. When she described journalism as “flush,” Smith was talking about the late ’80s, when she started out in the San Francisco Bay. “Large cities could support with advertising two, sometimes three, alternative news weeklies and dailies,” she said.
‘There is a direct line from Tupac in a straitjacket [on the popular February 1994 cover] to ‘It’s Obama Time’ [the September 2007 cover, one of the then senator’s earliest].’
The industry has collapsed and remade itself many times since then. Pew reports that between 2008 and 2018, journalism jobs declined 25 percent, a net loss of about 28,000 positions. Business Insider reports losses at 3,200 jobs this year alone. Most reductions have been in newspapers. A swell in digital journalism has not offset the losses in print, and it’s also been volatile, with layoffs several times over the past few years, as outlets “pivot to video” or fail to sustain venture-backed growth. Many remaining outlets have contracted, converting staff positions into precarious freelance or “permalance” roles. In a May piece for The New Republic, Jacob Silverman wrote about the “yawning earnings gap between the top and bottom echelons” of journalism reflected in the stops and starts of his own career. After a decade of prestigious headlines and publishing a book, Silverman called his private education a “sunken cost” because he hadn’t yet won a coveted staff role. If he couldn’t make it with his advantageous beginnings, he seemed to say, the industry must be truly troubled. The prospect of “selling out” — of taking a corporate job or work in branded content — seemed more concerning to him than a loss of the ability to survive at all. For the freelance collective Study Hall, Kaila Philo wrote how the instability in journalism has made it particularly difficult for black women to break into the industry, or to continue working and developing if they do. The overall unemployment rate for African Americans has been twice that of whites since at least 1972, when the government started collecting the data by race. According to Pew, newsroom employees are more likely to be white and male than U.S. workers overall. Philo’s report mentions the Women’s Media Center’s 2018 survey on women of color in U.S. news, which states that just 2.62 percent of all journalists are black women. In a write-up of the data, the WMC noted that fewer than half of newspapers and online-only newsrooms had even responded to the original questionnaire.
* * *
According to the WMC, about 2.16 percent of newsroom leaders are black women. If writers are instrumental in cultivating our collective conceptions of history, editors are arguably more so. Their sensibilities influence which stories are accepted and produced. They shape and nurture the voices and careers of writers they work with. It means who isn’t there is noteworthy. “I think it’s part of the reason why journalism is dying,” Smith said. “It’s not serving the actual communities that exist.” In a July piece for The New Republic, Clio Chang called the push for organized labor among freelancers and staff writers at digital outlets like Vox and Buzzfeed, as well as at legacy print publications like The New Yorker, a sign of hope for the industry. “In the most basic sense, that’s the first norm that organizing shatters — the isolation of workers from one another,” Chang wrote. Notably, Vox’s union negotiated a diversity initiative in their bargaining agreement, mandating 40 to 50 percent of applicants interviewed come from underrepresented backgrounds.
“Journalism is very busy trying to serve a monolithic imaginary white audience. And that just doesn’t exist anymore,” Smith told me. U.S. audiences haven’t ever been truly homogeneous. But the media institutions that serve us, like most facets of American life, have been deliberately segregated and reluctant to change. In this reality, alternatives sprouted. Before Vibe’s launch, Time, Inc. executives wondered whether a magazine focused on black and brown youth culture would have any audience at all. Greg Sandow, an editor at Entertainment Weekly at the time, told Billboard, “I’m summoned to this meeting on the 34th floor [at the Time, Inc. executive offices]. And here came some serious concerns. This dapper guy in a suit and beautifully polished shoes says, ‘We’re publishing this. Does that mean we have to put black people on the cover?’” Throughout the next two decades, many publications serving nonwhite audiences thrived. Vibe spun off, creating Vibe Vixen in 2004. The circulations of Ebony, JET, and Essence, legacy institutions founded in 1945, 1951, and 1970, remained robust — the New York Times reported in 2000 that the number of Essence subscribers “sits just below Vogue magazine’s 1.1 million and well above the 750,000 of Harper’s Bazaar.” One World and Giant Robot launched in 1994, Latina and TRACE in 1996. Honey’spreview issue, with Lauryn Hill on the cover, hit newsstands in 1999. Essence spun off to create Suede, a fashion and culture magazine aimed at a “polyglot audience,” in 2004. A Magazine ran from 1989 to 2001; Hyphen launched with two young reporters at the helm the following year. In a piece for Columbia Journalism Review, Camille Bromley called Hyphen a celebration of “Asian culture without cheerleading” invested in humor, complication, and complexity, destroying the model minority myth. Between 1956 and 2008, the Chicago Defender, founded in 1905 and a noted, major catalyst for the Great Migration, published a daily print edition. During its flush years, the Baltimore Afro-American, founded in 1892, published separate editions in Philadelphia, Richmond, and Newark.
Before Vibe’s launch, Time, Inc. executives wondered whether a magazine focused on black and brown youth culture would have any audience at all.
The recent instability in journalism has been devastating for the black press. The Chicago Defender discontinued its print editions in July. Johnson Publications, Ebony and JET’s parent company, filed bankruptcy earlier this year after selling the magazines to a private equity firm in 2016. Then it put up for sale its photo archive — more than 4 million prints and negatives. Its record of black life throughout the 20th century includes images of Emmett Till’s funeral, in which the 14-year-old’s mutilated body lay in state, and Moneta Sleet Jr.’s Pulitzer Prize–winning image of Coretta Scott King mourning with her daughter, Bernice King. It includes casually elegant images of black celebrities at home and shots of everyday street scenes and citizens — the dentists and mid-level diplomats who made up the rank and file of the ascendant. John H. Johnson based Ebony and JET on LIFE, a large glossy heavy on photojournalism with a white, Norman Rockwell aesthetic and occasional dehumanizing renderings of black people. Johnson’s publications, like the elegantly attired stars of Motown, were meant as proof of black dignity and humanity. In late July, four large foundations formed an historic collective to buy the archive, shepherd its preservation, and make it available for public access.
The publications’ written stories are also important. Celebrity profiles offered candid, intimate views of famous, influential black figures and detailed accounts of everyday black accomplishment. Scores of skilled professionals ushered these pieces into being: Era Bell Thompson started out at the Chicago Defender and spent most of her career in Ebony’s editorial leadership. Tennessee native Lynn Norment worked for three decades as a writer and editor at the publication. André Leon Talley and Elaine Welteroth passed through Ebony for other jobs in the industry. Taken together, their labor was a massive scholarly project, a written history of a people deemed outside of it.
