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New CEO of Ebony and Jet maps a comeback for Black magazine - Los ...

The Revival of Ebony and Jet: A New Chapter for Iconic Black Media Under Junior Bridgeman's Leadership

In a move that signals hope for the preservation of Black cultural heritage, former NBA star Ulysses "Junior" Bridgeman has stepped in to rescue two legendary publications, Ebony and Jet magazines, from the brink of oblivion. These magazines, once staples in African American households, have long served as vital chronicles of Black achievement, beauty, and struggle. Now, under Bridgeman's ownership and with media executive Michele Ghee at the helm as CEO, the brands are poised for a digital-first renaissance, aiming to reconnect with audiences in an era dominated by social media and online content.

Ebony and Jet have deep roots in American history. Founded in 1945 by John H. Johnson, Ebony quickly became a beacon for Black excellence, featuring glossy covers of celebrities like Muhammad Ali, Diana Ross, and Martin Luther King Jr., while delving into topics ranging from civil rights to fashion and family life. Its smaller sibling, Jet, launched in 1951, offered a pocket-sized digest of news, entertainment, and the famous "Beauty of the Week" feature, which celebrated everyday Black women. For decades, these magazines were more than just reading material; they were cultural touchstones that affirmed Black identity in a society often hostile to it. They documented pivotal moments, from the Emmett Till murder in 1955—Jet's graphic photos of his open-casket funeral galvanized the civil rights movement—to the rise of Black superstars in entertainment and sports.

However, the publications faced mounting challenges in the digital age. The shift from print to online media eroded their subscriber base, and financial woes plagued Johnson Publishing Company, the original owner. By 2016, the company had sold its photo archive to a foundation for preservation, but the magazines themselves continued to struggle. In 2019, Ebony and Jet filed for bankruptcy, marking a heartbreaking low point for what had been pillars of Black journalism. The assets were put up for auction, and it seemed possible that these historic brands might fade into obscurity, much like other print media casualties.

Enter Junior Bridgeman, a Milwaukee Bucks legend whose post-basketball career has been nothing short of remarkable. Bridgeman, now 67, played 12 seasons in the NBA, mostly with the Bucks, where he was known for his reliability as a forward, averaging about 13 points per game. But it's his business acumen that truly sets him apart. After retiring in 1987, Bridgeman didn't rest on his laurels. He invested in fast-food franchises, starting with Wendy's restaurants, and built a sprawling empire under Bridgeman Foods Inc. Today, his holdings include over 160 Wendy's locations, Coca-Cola bottling operations, and even a stake in the Milwaukee-based Heartland Coca-Cola Bottling Company. Forbes estimates his net worth at around $600 million, making him one of the wealthiest former athletes in the world. Bridgeman's success story is a testament to strategic entrepreneurship; he often credits his NBA discipline for his business prowess, emphasizing long-term vision over quick gains.

Bridgeman's acquisition of Ebony and Jet came in December 2020, when he purchased the brands for $14 million through his newly formed company, Ebony Media Operations LLC. This wasn't just a business deal for him—it was personal. Growing up in East Chicago, Indiana, Bridgeman recalls flipping through Ebony and Jet as a child, inspired by stories of Black trailblazers. "These magazines were in every Black home I knew," he has said in interviews. "They told our stories when no one else would." His motivation stems from a desire to honor that legacy while adapting it for modern times. Bridgeman envisions a revival that blends nostalgia with innovation, ensuring the magazines remain relevant to younger generations who consume content via smartphones and social platforms.

To execute this vision, Bridgeman tapped Michele Ghee as CEO, a choice that underscores his commitment to strong, experienced leadership. Ghee, 54, brings a wealth of expertise from her decades in media and marketing. A Howard University graduate, she rose through the ranks at BET Networks, where she served as executive vice president of business development, spearheading partnerships and revenue strategies. Later, at CNN, she managed multicultural advertising sales, honing her skills in reaching diverse audiences. Ghee's resume also includes stints at The Weather Channel and her own consulting firm, Stratechic Ventures, where she advised on inclusive marketing. Known for her dynamic energy and focus on empowerment, Ghee has authored books like "Stratechic: 10 Proven Actions to an Empowered Life" and is a vocal advocate for women of color in corporate America.

Under Ghee's direction, the relaunch strategy is multifaceted. Print editions aren't entirely off the table—Ebony plans quarterly issues starting in 2021, with Jet potentially following suit—but the emphasis is on digital expansion. The websites for both magazines have been revamped, featuring fresh content like podcasts, video series, and interactive features. Ghee aims to create a "360-degree experience" that includes e-commerce, events, and collaborations with influencers. "We're not just reviving magazines; we're building a media ecosystem," Ghee explained. Content will focus on contemporary issues such as mental health in the Black community, economic empowerment, and cultural trends, while paying homage to the archives. For instance, digitized versions of classic issues will be available, allowing users to explore historical articles alongside new ones.

This revival comes at a critical time for Black media. In the wake of the Black Lives Matter movement and heightened awareness of racial inequities, there's a renewed appetite for authentic Black voices. Yet, the landscape is fragmented, with digital natives like The Root, Blavity, and Essence (now under Black ownership) competing for attention. Ebony and Jet's challenge is to reclaim their throne by leveraging their storied past. Bridgeman and Ghee are betting on community engagement; they've assembled a team of veteran journalists and young digital natives to ensure diverse perspectives. Plans include partnerships with HBCUs for internships and content creation, fostering the next generation of Black storytellers.

Bridgeman's involvement extends beyond finances. As a philanthropist, he's donated millions to education and community initiatives, including scholarships at his alma mater, the University of Louisville. He sees Ebony and Jet as extensions of that work, platforms to uplift and educate. "This is about legacy," he noted. "Not just mine, but ours as a people." Ghee echoes this sentiment, emphasizing inclusivity: "We want to celebrate all facets of Blackness— from the diaspora to LGBTQ+ stories, from entrepreneurs to artists."

Potential hurdles remain. The media industry is volatile, with ad revenues fluctuating and competition fierce. Critics wonder if the brands can shake off perceptions of being outdated. But early signs are promising; the announcement generated buzz on social media, with celebrities like Oprah Winfrey and Tyler Perry expressing support. Oprah, a longtime Ebony cover star, called it "a beautiful full-circle moment."

Looking ahead, the team is ambitious. Ghee envisions global reach, tapping into African and Caribbean markets. Bridgeman, ever the strategist, is exploring synergies with his other businesses, perhaps branded content around health and wellness. Ultimately, this revival isn't just about saving magazines—it's about preserving a vital piece of Black history while evolving it for the future. As Ghee puts it, "Ebony and Jet aren't relics; they're rockets, propelling us forward."

In an era where representation matters more than ever, Bridgeman's bold move could redefine Black media. By blending tradition with technology, Ebony and Jet might once again become indispensable, inspiring pride and progress for generations to come. The journey ahead will test their adaptability, but with leaders like Bridgeman and Ghee steering the ship, the outlook is brighter than it has been in years. This isn't merely a comeback; it's a reclamation of narrative power in the hands of those who understand its profound importance. (Word count: 1,048)

Read the Full Los Angeles Times Article at:
[ https://www.latimes.com/entertainment-arts/story/2021-01-19/ebony-jet-magazine-junior-bridgeman-michele-ghee ]