Black America’s historic and famed publications Ebony and Jet are starting to see the light after news came that the Johnson Publishing company would be outsourcing their circulation to the New York firm Shain & Oringer.
What’s helping with the push. Some say it’s the magazines’ face-lifts.
“Ebony magazine missed its guarantee to advertisers again, a pattern that began back in the second half of 2009,” Nat Ives writes in Ad Age. “But benefited from the first cover-to-cover redesign since its introduction in 1945 and the work of circulation consultants brought in to turn things around. Those consultants had diagnosed the title with insufficient direct-mail campaigns and prices that were sometimes more aggressive than other magazines.”
Looking back six months, Ebony’s circulation has averaged to 1,235,865, a 10.9 percent increase, and Jet magazine went up by 7.6 percent to 820,557 in circulation.