Profile written by Mashaun Simon, freelance writer.   

Raymond Leon Roker
Founder, President & CEO, NativeSon Media, Inc.
Publisher & Creative Director of URB Magazine

Passion!

Call it whatever you want to call it. Obsession, anal, or just plain crazy, but for Raymond Leon Roker it is simply one word: passion!

What drives him is passion. What motivates him is passion. What has kept his magazine, URB, going for 17 years is the result of good, old fashion passion. Or so he says.

Roker is the founder, president and CEO of NativeSon Media, Inc. and publisher and creative director of URB, a 24-page urban magazine based out of Los Angeles.

He is not a trained editor, has never taken a journalism class or course and has never spent time in a newsroom learning from a seasoned or trained journalist.

He is a graffiti artist. He is a hip-hop fan. He is a deejay.

He is a fan of a scene that for many years had been ignored by the mainstream and the publishing industry. And so, he decided to do something about it.

He had become fascinated with the hip hop scene, especially the underground hip hop scene. But no other magazine was covering any of it.

New York magazines would only cover it every now and then, he said. European magazines were only touching on what was going on in the UK.

The scene warranted better coverage and so, with the assistance of a friend, Roker decided to create a magazine that would give the underground hip hop scene and its cousins some attention.

Passion is a gift, said Roker. Some have it and others do not, while others have not learned how to tap into their passion.

And that is a shame. Life is too short to not be passionate. I am blessed to have passion and tie it into what I do.

An admitted magazine junkie, Roker said that his appetite for print is not something natural. He has an insatiable appetite for all things print, but is not obsessed. And he believes that his magazine should be pristine, clean, crisp. He considers it art.

As a matter-of-fact, he believes all magazines should be the same way.

I will go to Barnes and Nobles and flip through three copies of one magazine. I will only buy the cleanest copy, he said. The beauty of the print is so important to me. I only want to purchase art.

He subscribes to at least 30 magazines at a time. Why? He has to see what his competition is doing.

In this way, inspiration takes a different form. You have to be veracious, he said. When I see what others are doing it helps me to determine what my magazine should be doing with our spin and our style.

And in todays day and age being a media person, or at least familiar with the media, is a necessity.

That is why he plans to exploit all of the media forms in some capacity. Whether it is film, online television, books etc. He does not plan on just doing URB for the next 17 years.

More than anything else the magazine continues to afford me the most diverse opportunities, he said.

And he plans to do more volunteerism and philanthropy, as well as getting back to other forms of creativity like photography.

His purpose is to continue to be creative and suggest that everyone make more of an effort to include creative things in their lives.

I am very ambitious about having creative things to do, he said, And staying busy. A hummingbird, if it is not flying, is pretty much dead.

Profile written by Mashaun Simon, freelance writer.   

Danica Daniel
Editor-in-Chief, Black Beat Magazine
Editor-in-Chief, Right On! Magazine

I used to call myself lucky, now I know I was prepared, is the first line of Danica Daniels professional biography.

Most young professionals her age, and even younger, would consider her lucky.

At just 22 years of age, Daniel was named Editor-in-Chief of Black Beat Magazine in December 2005 and Right On! Magazine in February 2006.

Almost immediately, she had inherited a huge task of influencing what is and is not considered hip, cool and mainstream for an audience strung out on entertainment and celebrity news.

For Daniel, stepping into a position at such a young age was what she calls a necessary evil.

Being young is a double edged sword, she said. Being as young as I was, and am today, helps me to understand the audience more.

However, being that her staff was made up of individuals older than her, she had some difficulties when it came to managing.

For the industry, it was a hooray moment, she said. But within the office it was more like, Who does she think she is?

As EIC, Daniel is responsible for EVERYTHING. The stories, the treatments, the cover, even the little things that people do not notice; she is responsible for it all.

She is the beginning and the end on a daily basis. And on occasion moonlights as the magazines publicist. It really just depends on what is needed.

Since becoming Editor-in-Chief, Daniel has made it her mission to regain some of the luster both magazines once had years ago.

My best compliment to date has been, It looks like a real magazine, she said. We are changing the perception of who we are.

Most teen magazines, said Daniel, are mostly fluff and not much editorial. She wanted to raise the bar, and she did.

She wanted to continue entertaining her audience, while also educating them. For example, they started using what some would consider big words.

The idea was to use these words that her readers would not normally understand, forcing them to broaden their vocabulary.

She also enforce other changes like health features, making the magazines a little bit deeper, she said.

Brooklyn born and raised, Daniel was always writing and always focused on entertainment as a child.

Most times she he would lock herself in a room for hours and just listen to music while writing out her thoughts. As she grew, so did her writing. She wrote poetry and short stories. She wrote what she saw and what she thought.

A graduate of Syracuse Universitys S.I. Newhouse School of Public Communications, Magna Cum Laude, Daniel said she is doing today what she has always wanted to do. It is something she really loves to do. She takes it seriously, but does not really see it as a job.

In my first year, I spent more time at work than anything else, she said. I learned more in that first year than most learn in five.

Someone once told her, If you want to write, you will write. If you want to sing, you will sing. And she shares that same advice with others.

If it is really what you want to do, nothing else really matters, she said. You will make it happen.

Profile written by Mashaun Simon, freelance writer.   

Amy DuBois Barnett
Deputy Editor in Chief, Harpers Bazaar

Amy DuBois Barnett has recently taken on a number of new and major responsibilities.

Two and half months ago, she started her new job as Deputy Editor in Chief of Harpers Bazaar. On September 25 she released her new book, Get Yours! The Girlfriends Guide to Getting Everything You Ever Dreamed of and More. And at the same time, she is raising an 18-month-old little boy.

Yes, things are hectic, but she is enjoying this whirlwind she calls life.

 I am really good at multi-tasking, she said. I am pretty sturdy in terms of the amount of work I get done on a daily basis.

Barnett knew what she was getting herself into when she agreed to temporarily serve as Deputy Editor in Chief at Harpers Bazaar.

She was having a lets play catch up lunch with a colleague she had known for eight years, when the proposition to work for the fashion magazine was presented.

She was still working on her book and was not looking for a job. But it was an unexpected opportunity of a lifetime. After the lunch, the friend set up a meeting between Barnett and Harpers Bazaars Editor in Chief which resulted in the six month agreement.

It has been really crazy, very fun and very satisfying all at the same time, said Barnett.

I like to manage a team and find it fun to be back in an office, she said. It has been great to exercise all of the areas of my brain.

At Harpers Bazaar Barnett is the first African American woman to hold such a sought after senior position within the Hearst Corporations most esteemed fashion magazine. It is definitely a huge step from when she was Managing Editor of Times Inc.s Teen People.

But her book has to be, for her, her greatest accomplishment and her pride and joy. It is her personal mission to empower women, particularly women of color.

She learned very early in life some very hard and challenging lessons, starting with the loss of her mother when she was 22. Losing her mother was the worst and best thing to ever happen to her, she said.

It took for me to hit rock bottom to live the life I wanted to live, she said. I had lived the life everyone told me I should be living up to that point. I figured out for myself how to live for myself.

And so she has taken her lessons, as well as the advice from celebrity role models like Gabrielle Union, Gayle King and MoNique, and placed it into a hardback. And she is receiving rave reviews.

Success is a mindset, said Barnett, who adds that she shares that belief in her book and lives by it everyday.

She continues to push herself and set new goals. And she never sets any expectations. Whatever energy you put into the universe you get back, she said.

Profile written by Mashaun Simon, freelance writer.

Jacklyn Monk
Deputy Managing Editor, Real Simple

For a young Jacklyn Monk, the monthly delivery of her big sisters fashion magazines were much like a yuletide spectacle.  Like the gifts under a Christmas tree, she didnt know where the magazines came from but was so glad to see them arrive. 

After more than 20 years in the magazine business, the first Black beauty editor at a major womens magazine and now Deputy Managing Editor at Real Simple admits shes still in love with magazines and shares how you can get them to love you back.

Monk got her foot in the magazine door as an editorial assistant at Beauty Digest magazine in 1986. Though her Brooklyn parents were concerned with the job starting as freelance with no benefits, Monk says the position was ideal, allowing her to contribute tremendously to the small staff. She advises others in the early stages of their magazine career to consider smaller publications.

Its best to work for a place thats completely chaotic, she says. They need you and you can help with everything. Become invaluable and you will stand out and gain a lot of experience. Its a win-win situation.

Monk took her own advice to gain experience, which helped her get hired at New Woman magazine where she worked her way to beauty editor.

Though Monk felt she was just doing her job, she was indeed making history. Essence Magazine editorial director, Susan L. Taylor, brought the news to her attention at a Maybelline event recalls Monk.

After introducing herself to the magazine legend, Taylor replied, Youre the first, referring to Monk being the first Black beauty editor at a major mainstream womens publication.

She wrote me a card and I still have it, shares Monk on the experience.

The importance of developing and maintaining relationships is something necessary in any industry, she points out, especially a business like magazines.

Monk still keeps in touch with Susan Sommers, the former beauty and fashion director at New Woman who hired her.   Today, her office is two doors down from Real Simple Executive Editor, Corynne Corbett, who Monk remembers meeting at the first beauty event she ever attended.

After New Woman Monk went to Bridal Guide magazine. Though the niche magazine didnt garner the same attention from publicists and beauty companies, Monk didnt regret the decision to take the job. There, she learned invaluable skills that she still uses today - like how to stretch a dollar and be resourceful.

For those starting out and looking to move up in magazines, Monk understands and relates to the reality of feeling great about an interview and still not getting the job.

After working at Bridal Guide for some time, she applied for top beauty jobs at other publications but didn't land any of them. One colleague she went to for advice suggested that she simply needed to get an Armani suit to get noticed. Monk went for a Donna Karan instead, her hands shaking while purchasing the pricey suit, and still didnt get the job.

Throughout this time Monk encouraged herself and shares that the experience helped her ultimately define what she wanted her career outcome to be and value what she already had to offer.

I always knew what I wanted my next step to be. I had to be able to visualize it because there was no one who looked like me sometimes. She says to anyone in a similar situation, "Be focused but still be open to your career taking a different route. Stay open to opportunities because they are there.

Armed with the resolve to "be open", Monk broke out of the fashion/beauty mold and took an offer to be an executive editor for Hachette Filipacchi Custom Publishing. Next, Monk became executive editor of Girl, a multicultural teen magazine.

On the small staff at Girl, Monk did double-duty as entertainment editor, coordinating interviews and photo shoots with Missy Elliot, Destinys Child, Jessica Simpson and Eve long before they were the stars they are now.

With entertainment experience under her belt, Monk became managing editor at Vibe where she stayed for two years.

One of the plusses of being a managing editor is I dont have to be an expert on the subject-matter. My job is to make sure it gets to the printer on time, she says.

Monk recently celebrated her sixth anniversary at Real Simple where she started as assistant managing editor and in 2005 was promoted to her current post. Her responsibilities range from making sure people are paid on time to tracking down late copy and everything in between.

Im happy where I am, she says. At one point I wanted to be an editor-in-chief, however the job has changed. For what I wanted to do in that role I may be doing now - overseeing the magazine.

The magazine industry is changing much like the job of editor-in-chief has. Monks advice for those in the industry is to set high expectations and achieve great results.

Come prepared to be outstanding and work hard, she says. It is more competitive than ever but stay positive. One of my favorite quotes is never, never, never give up.

And she never has.

Profile written by Charreah Jackson, freelance writer.  

Chiqui Cartagena
Managing Director of Integrated Marketing, Meredith Hispanic Ventures

When she was younger, Chiqui Cartagena would change jobs constantly. Little did she know that her job hopping would come in handy today?

Cartagena is the Managing Director of Integrated Marketing, for Meredith Hispanic Ventures. At Meredith, her job title may be simple, but what is required of her is anything but. It is a job that requires her to be a strategic and creative thinker, as well as knowledgeable.

I have the dual function of going out to sell while at the same time understanding the clients needs, she said. And at the same time, she has to be efficient at multi-tasking and deadline oriented.

She is in charge of developing and executing the ideas, desires, needs and expectations of a growing roster of clients. These clients have one thing in mind how to reach multicultural consumers? 

Our clients are looking for integrated solutions for their brands, she said. It is pretty cutting edge.

Meredith is the only media company that has this kind of marketing service, said Cartagena.

Cartagena does not have what some would consider the traditional career background. Her trajectory was -- find something you like and take it. Whenever she got a better job offer, or would become interested in doing something different, she would change jobs. A number of times people would advise her to stop doing so.

They would say, You have to stop moving around so much; it is not good, she said. She had no idea that she would eventually end up in a job she loves so much that allows her to use all of her background experience.

While she was heavily recruited to join the Meredith team, she still did what she always did, followed her curiosity for what she thought would be the next big thing.

I have been blessed with a strong sense of where I wanted to go and what I wanted to do, she said.

She is considered a Hispanic media pioneer with over 20 years of experience developing, launching, and running some of Americas most successful Spanish-language consumer magazines, including People en Espaol, and marketing programs like Club Musica Latina for Columbia House.

The only constant in her career has been Hispanics. She commends her employer, Meredith for allowing her to stick to what she knows best. She also commends the corporation for being so committed to the Hispanic community.

Other companies would hire me for projects, only to cancel them when things got tough, she said. Meredith has really stuck with supporting the Hispanic market.

While she appreciates what her employer has achieved, she believes the industry overall has a long way to go.

It is going to take more people to ensure that our magazines truly reflect what America really looks like, she said. And there is a need for more representation in senior level management.

How do we create the best possible magazines that are increasingly diverse?

We continue to bring on diverse talent and be open to what people have to say about our magazines, she said.

And the language has to be changed, she said. She is looking forward to the day when someone will say to her, Chiqui, you are such a talented person, rather than, Chiqui you are such a talented Hispanic person.

Profile written by Mashaun Simon, freelance writer.

Scherri Roberts
Vice President & Director of Human Resources, Hearst Magazines

Scherri Roberts has always had a love for magazines; every since she was a little, 11-year-old girl, picking up a magazine and reading one for the very first time.

She still remembers what she felt that day as she flipped from page-to-page. She describes it as being transported into another world.

It was an instant love affair that has stayed with her all the days of her life.

It is no surprise that she would find a way to make a living off of the industry that helped her, as a young child, exercise her creative mind. And it is also no irony that she would end up at one of the premier publishing companies -- Hearst Magazines.

Today, the magazine aficionado is the Vice President, Director of Human Resources for Hearst Magazines. A role she has held since February of this year.

She returned to Hearst after serving as its director of human resources from 2001 to 2004 and as executive director of human resources from 2004 to 2006.

As VP and Director of HR, Roberts oversees a staff of 15. They provide HR support for the entire magazine division, which includes about 1800 employees across the country. They handle all staffing, employee training, benefits, etc. Anything that has to do with hiring, firing and professional development, they have a hand in.

She enjoys being at Hearst and being in an environment where creativity surrounds her. She has come to love the company. Especially since she gets to work with a product that she enjoys and can personally relate to.

HR is HR, no matter where you are. Hearst produces a quality read. And from an employee standpoint, it is very possible to have a great and full career at Hearst because of the array of titles we produce, she said. You can practically get anything you are interested in here at Hearst.

Whats in store for the magazine industry? Roberts believes magazines are here to stay.

We are definitely in a time of change, she said. [But] print magazines offer a different type of tactile leisure time experience than it is currently possible to achieve on a computer screen. They will always have their place as forms of entertainment and content providers.

As the head of the HR department for Hearst, she believes that it is her responsibility and others in hiring positions, to create more opportunities for diversity.

As employers we are to open our doors, seek out talent and recruit people from diverse backgrounds, she said. There is still work to do.

But it is also the responsibility of those seeking to get into the door to be prepared when they get to the door.

Build on your experience, she said. Get internships while in college and build your resume.

And be open.

Based on my own experiences, it is important to be open to that chance meeting and the opportunities presented by doing something new.

And if anything more, reach out.

People love talking about what they do. Be brave. You never know what you will find out.

Profile written by Mashaun Simon, freelance writer.

Veronica Wilson
National Advertising Director, Essence

For Veronica Wilson, there is no doubt in her mind that magazines are here to stay.

The National Advertising Director for Essence said that she is confident magazines will never lose their place. Why? Well, it is simple; trust.

Most magazines have that core audience that will stick with them through thick and thin. 

Target publications understand that it is more than just demographics, she said. It is about psychographics. They understand their audiences mindset and what their mindset brings into play.

And that same understanding is what has helped Wilson become a successful seller.

At Essence, Wilson heads the advertising /sales department. There her department is responsible for selling advertising space for the magazine, the music festival and the publications website.

But it does not end there. Her department also becomes responsible for selling any and all events held by Essence outside of their staple events.

Wilson believes she has the best of both worlds. In advertising, you can work just about anywhere due to the fact that most major companies and corporations have an advertising/sales department.

But she does not want to work just anywhere.

Good sales people can sell anything, she said. It is especially a good touch when you have a passion for the product.

Wilson came to Essence because she wanted to have an experience with a product that was always changing.

There is a long-term vision that is playing out, she said. Everything [weve] talked about doing seems to manifest itself.

Wilson began her career in corporate insurance at CIGNA, one of Americas leading insurance companies. While there she very quickly progressed and moved up the ladder, becoming a top salesperson and establishing key relationships with Fortune 500 companies.

But with all of her success, growth, promotion and movement with CIGNA, she felt something was missing. She wanted something more diverse and decided, after some thought, that publishing was where she needed to be.

Essence became the venue, the brand; just what she had been searching for.

I felt like this industry was more dynamic, she said. Here I get to work with a brand that means so much too so many people. And at the same time, I get to be exposed to so many different industries.

Targeted media, which she calls those magazines that cater to people of color, has a very large role in media.

They are still very important, she said. The sell is so strategic; it really finesses your skill. They challenge you more and cause the client to force you to be more creative; savvier.

And the clients, in return, force the magazine to listen, she said.

Clients set you up in talking to you. They tell you what they want in a general sense.

In the end, Wilson sees magazines taking the lead in great ideas.

The conversations are already being had and the brainstorming has already begun, she said.

Clients are always looking at how they can get involved. It is a great time to be strategic, she said. There are still areas where there is growth potential, at Essence and in the industry. There are things and ideas that people will talk about that others would have never thought about before, and it is happening today.

For anyone interested in the publishing industry, Wilson admits it is definitely an exciting and fulfilling industry that causes one to really think.

Seek out your favorite publications and start there, she said. Do not be afraid of the target media.

Profile written by Mashaun Simon, freelance writer.

Keith Clinkscales
Senior Vice President
Content Development & Enterprises, ESPN

What makes running a magazine so difficult, according to Keith Clinkscales, is that everything today is instantaneous.

As senior vice president, content development and enterprises for ESPN, one of Clinkscales's, along with his team, responsibilities is making sure ESPN The Magazine continues to be a viable source for sports news.

It is a daunting task and one that most times ends up becoming extremely educational.

Sometimes our analysis and foresight are wrong, he said. Sometimes they just do not work out the way we predicted them to. That is the fun of the whole thing.

Clinkscales has always had an affinity for the media, stretching back to when he was a young tyke. As he got older, his interest in the media grew. However, he had no journalistic training. So, he decided to tackle the business aspect of things.

When I was in undergraduate school, I did not know you could take classes for journalism, he said. So I took business classes instead.

He learned about journalism brutally, he said -- first hand. He got his start in the media world as co-founder, publisher and editor in chief for Urban Profile from 1988-1992, while in business school.

From there he became COO of Vibe Magazine and then was promoted to President and CEO of the consumer music magazine in 1993. He held that position until 1999.

In 1999, he launched and served as Chairman and CEO of Vanguarde Media, publishing HONEY, Heart & Soul and Savoy magazines until 2003.

While heading up Vanguarde, he managed the growth of its publications to reach more than 1.2 million in paid circulation, with a total reach of more than five million.

He considers his time at Time, Inc his formative years.

I got to see a whole lot by being in a building where there was so much going on around me, he said. Not a day goes by that I do not think about some of the lessons I learned there and exercise them.

What is magazines biggest challenge, according to Clinkscales? The industry, right now, is thinking too limitedly.

We will be on a path of eventual irrelevance if we do not rethink what a magazine is, he said. We can no longer simply take the print product and put it online. That kind of work does not resonate with the consumers.

The beauty of the media business is its accessibility to its subjects, he said. For example, during an interview and photo shoot, the subject is more than willing to be interactive. Some of that footage can be videotaped, edited and put online. The extra photos from the shoot can also be used online in a slideshow.

And that is not all. In todays time, magazines have to become virtual with the use of broadband and mobile phones.

And while magazines are finding ways to be more advanced, Clinkscales added their diversity efforts needs to become more advanced as well.

 People at the top of the magazine and ESPN are open and discuss this as part of our core values and business. Being committed to diversity is good for the business we do, he said. ESPN has done a good job in diversity. With that type of foundation, we will get there.

And for anyone who interested in getting into the industry, he said getting into the room is not the hard part.

Staying in the room is the challenge, he said. It is an extra effort business. You have to make sure you are relevant and equally aggressive.

Profile written by Mashaun Simon, freelance writer.

Jacqueline Hernndez
Publisher, PEOPLE en Espaol

In college, Jacqueline Hernndez would always look to see what a person was reading. It was her way of getting to know people.

According to her, everyone has a favorite magazine. What people read says a lot about who they are.

A persons favorite magazine gives you insight [into] who a person is, she said. It is a feeling, an understanding into people that you cannot get from any other medium.

It is no surprise that her favorite magazine is PEOPLE en Espaol. Yes, it may seem biased being that she is also the publisher of the largest selling Hispanic magazine in the U.S. But for her, it goes a little deeper.

It is a mega-brand. Most Hispanics have seen, or heard, or visited our website, she said. PEOPLE en Espaol is a mirror of Hispanics in pop culture; for our people and our culture, in our language. It has always been one step ahead of the market.

Magazines provide something to consumers that cannot be provided by any other medium, according to Hernandez.

There are things that you can do with a magazine that cannot be done with any other medium. There are experiences with magazines that cannot be had with any other medium

There is a connection; a true, human connection that only magazines have, said Hernandez. And it is a connection, a love affair that she has had with PEOPLE en Espaol even before she came to be its publisher.

Hernandez took the helm of publisher in March 2004.  She is charged with overseeing all advertising and marketing operations for the magazine as well as the website, PeopleEnEspanol.com.

She considers PEOPLE en Espaol to be a full service agency for not just its readers, but also its clients and marketers. And she works hard everyday to ensure that every need is fulfilled and every idea is implemented appropriately.

It is unbelievable how much we do. We do so much, she said. Ads, advertorials, extensions of merchandising, research, event marketing; our magazine is the ultimate marketing tool.

No longer is PEOPLE en Espaol just a magazine. As the market grows and evolves, Hernandez said it is their responsibility to grow and evolve their brand. They are constantly learning, changing and evolving. They have to be.

Magazines have a unique opportunity, she said. We can be very powerful. We need to be louder and prouder. We have the ability to influence the market. We have the ability to provide consumers with relationships that no other medium can provide. We have so many abilities and opportunities.

As publisher, she is committed to learning and evolving, she said. It is necessary. She always wants to be the best example she can be. And she believes it is important to have an understanding of the world, great people skills and the ability to relate to people. She desires to be great role model.

I do not pretend to be wise, she said. But I will share this. When thinking about doing something in your life and career, ask yourself if you are passionate about it.

If you are passionate, she said, you will excel. But if not, then you will be mediocre.

Profile written by Mashaun Simon, freelance writer.

Jeffrey Duque
Publisher, Fox Sports en Espaol

Jeffrey Duque made a huge leap when he left Time Inc to become Publisher of Fox Sports en Espaol Magazine. But he does not regret his choice. He gets great joy out of his job, everyday.

What Jeffrey Duque enjoys most about his job is the ability to cater to one of the most diverse communities in America Hispanics.

The Hispanic market is made up of several different countries and cultures, he said. However, here in the United States they are grouped into one.

Fox Sports en Espaol Magazine is a small, infant publication produced by Cuatro Media, Inc. that is a little more than a year old. But it is having a major impact on its market. So much so, according to Duque, they are looking to create another publication in 2008.

What is the most important thing that comes to mind in Hispanic culture? The family, he said. Therefore, we are looking to launch a magazine in September 2008 that will be targeted to the Hispanic mother, looking to work her way through being Hispanic and maintaining her culture in America.

Duque, the first of his family to be born in America, takes much pride in his Hispanic roots. It is a pride that he carries with him and is a part of all of his decisions as publisher. It is a pride that he works to instill in his 17-month-old son, whom he only speaks Spanish to.

It is a pride that he wants the magazine industry and the advertising industry to put more stock and interest into.

I appreciate it so much more when I see an advertisement that is targeted towards me, he said. Hispanics are brand loyal. As long as you are advertising to them, they will continue buying. But the one time you stop, they are going to whomever they feel is interested in them.

Some companies are so dead set on seeing themselves as magazine companies, said Duque. Media is an ever-changing landscape and it is time the industry realized that.

We must stop looking at ourselves as just magazines, internet, and TV and start looking at ourselves as a brand, he said. We have to ask ourselves, How can I continue to learn and create the best possible brand for my audience, and then do it.

Leading up to the internet boom, Duque said there were all these conversations around the need to change and converge. It has been talked about for quite awhile, but I am still waiting on it to take affect.

In the meantime, Duque is working to make sure his community is being served, educated and entertained. With the success of Fox Sports en Espaol over the past year, and the creation of this new publication next fall, they are also looking at ways to expand their brand beyond the pages of the magazines.

It will take foresight, creativity, a constant search for understanding and knowledge, and passion, he said.

He advises anyone looking to get into the business to have that same focus.

Never stop learning. Continue to understand what you are doing and what you want to be, he said. And do not be afraid to look side to side. Learn from others around you. You are only as good as the people around you.

Something he learned, he said, from his time at Time, Inc. And an experience, he shared, he cherishes because he learned a lot and was challenged to do more.

Profile written by Mashaun Simon, freelance writer.

Mimi Valds Ryan
Editorial Director, Latina

In an unadorned office nestled in a quiet corner of a busy building located on the outskirts of Times Square, Mimi Valds Ryan candidly recalls some of her most memorable career highs in the magazine business. But the walls are bare, the shelves are empty, and the desk is accompanied by a lone computer with not a piece of paper in sight. This surely doesnt look like the workspace of a busy, newly-appointed editorial director of a major Hispanic magazine.

This isnt my office, said Valds Ryan, and the suspicion that her office would look more like a colorful, idea-generating writers room rather than a simple space with a desk was instantly confirmed. My office is being renovated.

And rightfully so, as having Valds Ryan on staff probably means a renovation of sorts for Latina magazine. As the circulation of the magazine grows to 500,000 in 2008, Valds Ryan has made it her editorial mission to see to it that Latina maximizes its print and Web potential.

[Latina] has done really well, but when I look at it, I believe that it could be so much bigger, said Valds Ryan enthusiastically.  The influence of Latinos in this country is so big, and I think we could really do something great. 

If her track record in the magazine business is any indication, then this long-time magazine lover is certain to take Latina to the next level.  Valds Ryan majored in journalism at New York University and landed a gig at Vibe magazine as an editorial assistant, where she successfully climbed the masthead.  With the exception of short stints at Hola Recordings and The Source magazine, Valds Ryan spent most of her 15-year magazine career at Vibe in a sundry of positions, including style editor, executive editor and finally editor-in-chief before she left in 2005.
Valds Ryan attributes her successful magazine career to really knowing the audience. 

Magazines have to plan months in advance, she notes, and figuring out what an audience will want to read about in three to four months is crucial, a skill that Valds Ryan seemed to master. At Vibe, presidents of record labels would even call on her for her opinion on new songs.

I may have been wrong once or twice, Valds Ryan jokes, but Im extremely sensitive and aware of the wants and desires of this audience and things that I feel are going to strike a nerve with them. 

Navigating a magazine career through the industrys many different phases has been challenging, specifically as the internet evolves and people want more from their favorite magazine than just pages.  But amid a slew of naysayers, Valds Ryan is hopeful that magazines with great editorial missions will never go away.

No magazine can survive this day in age by just being a magazine, said Valds Ryan. You have to have a web site and then you have to go beyond that with books, television, events and then go anywhere else that your audience is going.

One would think that nothing would surprise the 15-year magazine veteran, but Valds Ryan admits that there is still one thing about the industry that she still finds baffling.  

The lack of diversity in this industry is mind-boggling, said Mrs. Valds Ryan, as she tells the story of how many persons of color she saw at a recent major magazine industry conference. 

Valds Ryan confesses that she finds it unsettling to know that people in this industry are comfortable with looking at their staffs and not seeing any diversity. She believes the solution is simple.

All of us in the industry have a responsibility to just keep talking about it, said Valds Ryan.  Thats the only way people are going to become conscious of it and then ultimately fix it.

Despite the hurdles in diversity and the challenge of convincing the world that magazines are not dead, Valds Ryan still encourages anyone to pursue a career in the industry that she loves. The advice she offers future magazine hopefuls? Be passionate, get focused, have a great attitude and never stop learning.

Do your homework, Valds Ryan states. You can never learn too much in this industry.

And from the sounds of it, Valds Ryan is going to stick around until she knows it all. Fully content with her successes, she notes that she is grateful and blessed to be doing what she loves.

When I hear people complain about their jobs, I cant relate, said Valds Ryan about how much she loves her career.  I would do this for free, for real.

Profile written by Akoto Ofori-Atta, freelance writer.

Corynne Corbett
Executive Editor, Real Simple

Corynne Corbett is living proof of how far hard work and dedication can take you.

As Executive Editor at Real Simple Magazine, Corbett spends her days working closely with the magazine's fashion, beauty and food departments. She also helps translate the brand to television.

A magazine offering women ways to simplify their days is a perfect match for a woman whose mission has remained to help women take charge of their lives from the inside out.

"This has been an amazing opportunity," Corbett says. "It's important to me to empower women to make their lives better and give them real solutions."

Giving women hope was exactly what Corbett did as Editor in Chief at Mode Magazine followed by Heart & Soul Magazine with the hard work it took to be effective. 

Her busiest years of working to the wee hours of the night may have happened years ago, but Corbett remembers every decision that helped her trail blaze her way through an intense industry.

While studying at Pratt Institute, the New York City native developed a plan: bring her fashion know-how to magazines.

"When I started out, there was no such thing as internships - [not] like there are today. It's important now to not only get an internship, but to create relationships based upon that experience so you can make opportunities from them," she advocates. "Be memorable."

As a sales secretary for Women's Wear Daily (WWD), Corbett's most interesting duty may have been taking calls for 'In Memory' ads of deceased fashion professionals, but she did the job well and with a smile and it got her noticed.

When her boss left WWD for Elle , she recommended Corbett for beauty assistant at the new magazine.  Eight years and several promotions later, Corbett's nameplate read 'Senior Editor'.

Corbett's steady masthead climb allowed her to be increasingly responsible for hiring and promoting magazine talent.

A resume may get a candidate in the door she shares, but it's that "something extra" that distinguishes a candidate.

"Outside of the basics, I look for passion, a skilled knowledge base, a desire to be a part of a team and a big imagination," she says. "I'm not looking for a clone but someone who brings something else to the table and offers a challenge."

The tenacity that drove Corbett early on in her career continued to catapult her up the masthead, from freelance editor at Mode to becoming the magazine's Editor-in-Chief, where her love of fashion thrived while uplifting women from the inside out. 

Corbett's next move was to Heart & Soul as Editor-in-Chief and "chief inspiration officer". 

"What was special to me at Heart & Soul and one of my most satisfying duties throughout my career was the ability to really connect with the reader."

Her unique mix of candor, wit and, of course, style, allows Corbett to connect with others in an unforgettable fashion.  Whether on magazine pages or at podiums, she challenges audiences to aim high.

"I did more than open a door to the magazine industry for many, especially for entry-level positions," she says. "I want to be remembered for equipping people of all backgrounds for excellence and contributing my experience and ideas to magazines that made a real difference in women's lives."

Though Corbett knows what she wants her legacy to be, she is far from slowing down. She joined Real Simple as the Beauty and Wellness Director after Heart & Soul's parent company folded. In 2006 she was promoted to her current position as Executive Editor.

After consistently moving up the masthead for nearly 20 years, Corbett admits she would change very little about her journey.  She does, however, have one wish.

"I hope the magazine industry continues to evolve and adapt to its readerships so that we continue to be relevant and a necessary part of the culture."

 She continues to do her part while inspiring others to do the same.

Profile written by Charreah Jackson, freelance writer.   

Derek Dingle
Executive Editor, Black Enterprise &
Vice President, Earl G. Graves Publishing Co. Inc.

Originally, Derek T. Dingle was going to be a political reporter.

Yes, you heard right. The executive editor of Black Enterprise magazine and a vice president of Earl G. Graves Publishing Co. Inc. had all intentions of being a political reporter when he first became interested in journalism and magazines.

What changed it for him? An internship. One, just one summer, working for the Wall Street Journal his junior year of college turned it all around and led him on his way to becoming the man that would be responsible for managing the overall editorial planning and daily editorial operations of Black Enterprise.

In addition, he has executive oversight of all Black Enterprise media properties: the magazine; BlackEnterprise.com; Black Enterprise Business Report, a syndicated television series that promotes financial and personal empowerment for African Americans; and Black Enterprise Magazines Keys to a Better Life, a radio series that provides listeners with business news and segments on personal finance, career development, and entrepreneurship.

He also oversees the direction of the Black Enterprise Entrepreneurs Conference program and all content partnership programs between Black Enterprise and other media organizations.

It was also in college where he proclaimed to himself that he would one day work for Black Enterprise.

During college, I would read a series of magazines. I always had great admiration for Mr. Graves and felt that Black Enterprise was one of the best publications out there at the time.

What attracted him most to magazines was their ability.

Television was the medium of sound-bites and newspapers only allowed for so much space, resulting in short pieces, he said. Magazines, however, presented the ability to package an issue for maximum impact.

But what disappoints him most about the industry today is the poor job they are doing in the area of diversity.

When I go into an MPA or ASME session, most times I am the only African American in the room. There are not enough African Americans at the senior level of editorial management, he said. There are not enough people of color in these positions at all.

Dingle said he understands why there is such a lack. Most times, when those with hiring power look across the table they visualize themselves, he said. They look for the same characteristics they possessed when they were young.

There needs to be more outreach done. In order to have a better organization/company, there needs to be more diversity in the building and at the table, he said. And this diversity does not just need to take place on the editorial side but the business side as well.

He suggests making diversity outreach a part of managements bonus package, the same way companies like Pepsi Co. and Gannett have.

Many people push such agendas forward because of how bonuses are attached to them. Gannett not only has hiring attached to theirs, but also retention.

He hopes that there will be more diversity in the industry, and predicts that one of the places where diversity will be seen first will be in the area of interactive media.

People are priced for their technical abilities and skills because the industry is in a very challenging time right now, he said. Online journalism is growing. You will find less people tied to just one medium and more focused on content. At Black Enterprise we are making sure that all of our editors are well-versed in interactive technology and online media.

He advises young aspirants to be ambitious.

When people see someone who has ambition, is tenacious and can add value at the same time, they embrace it, he said. More importantly, find a mentor or a rabbi who can help in navigating. All environments are not embracive.

And he said paying attention to the masthead and how people move around on the masthead is important. That knowledge can prove to be helpful.

Profile written by Mashaun Simon, freelance writer.   

Urvashi Rangan, Ph.D.
Senior Scientist & Policy Analyst, Consumers Union.

Urvashi Rangan, Ph.D. has a unique opportunity as Senior Scientist & Policy Analyst of Consumers Union.

She does not fit the definition of what most would consider a journalist today. She is a scientist, trained as an environmentalist. An expert if you will, on all things environmentally and eco-logically sound.

It is a work, she said, that requires an awful lot of analysis. And it is special for her because she gets to combine a number of different skills; therefore not being pigeonholed.

I wanted to chart an unconventional path; to be able to look across an array of areas, she said. That way more and more doors would be opened for me.

As a scientist who reports being able to analyze subjects critically is of the utmost importance. Critical analysis is one of the fundamentals of science and scientific training.

A noted environmental health scientist and toxicologist at Consumers Union, Rangan created and directs Consumer Reports' environmental web sites, GreenerChoices.org and Eco-labels.org. Part of their work, she said, is to assist consumers in deciphering between the products that claim to be green products. It is a neutral position that is more consumer focused rather than product focused.

In addition, we are working on moving society as a whole towards a more environmentally conscious society, she said. We believe that the industry as well as becoming more committed to promoting recycling and other environmentally conscious efforts. But no one is doing quite what we are doing.

Having the online presence that they do with the two websites is playing a major role in their efforts.

According to Rangan, the sites are just an extension of what we have always done. We know a lot of people are getting their info today via the internet. We want to make sure we reach these people. So we are making sure we present them with as much information as possible, differently.

She calls it the next level.

It is not so much what we do, but how we do it, she said. We are taking analysis to a different level, looking out under a green lantern; in a way that consumers can understand.

And by not taking advertisements from companies, they are able to stay independent of the influence in their coverage and analysis.

Rangan has a bit of advice for others interested in the industry. And it is to take the unconventional path. She said, It will be a lot of work and quite possibly harder, but will be beneficial in the end.

Profile written by Mashaun Simon, freelance writer.   

Betty Wong
Executive Editor, Family Circle

When Betty S. Wong first started thinking about a career, there was one thing she knew she wanted.

I did not want to be doing the same tasks everyday, said the executive editor of Family Circle. I wanted a job that was always changing.

Well, it appears that she got her wish, and then some.

According to Wong, she oversees the day-to-day operations of Family Circles editorial content. That includes developing article concepts, assigning and editing stories; creating issue plans; writing cover lines, heads, and decks; and managing and hiring a staff of more than 30
who work closely with her to produce 15 issues a year. In addition, shes often called on to work on bigger strategy plans that extend the Family Circle brand, whether its via the website, licensing projects, or partnerships with other organizations. Editors today are responsible for not only creating and managing content in their magazines but also developing the entire brand, Wong says.

It takes a lot of juggling; resulting in no day being the same as the one before, or after it for that matter.

Being that she has always loved magazines, holding a tangible product that I was a part of making at the end of every month is truly fulfilling.

Getting to where she is today took a lot of hard work and persistence. She had to pay her dues, she said, which was not an easy thing.

 Starting out as an editorial assistant at a big consumer magazine is never what we envision the experience to be like. Movies and TV make magazine jobs look like its all about glamour, fun and free shoes. It may not be all that glamorous in the beginning.

When she got started in magazines, she said she did not have the luxuries of Wikipedia and Google. She defined much of what she had to do then as drudgery work. But it was that drudgery work that helped her to develop the inquisitive research skills and editorial judgement that she finds useful today. And she advises those looking to break into the business, as well as those looking to move up, that the important thing right now is to work on honing your editing skills.

If you can look past the day-to-day grind and look for those learning opportunities, then it helps in keeping the end goal in mind for you, she said. There is no such thing as a small job. Those small jobs and small experiences are a training ground for what youll need to be doing in your next position.

Not only does she believe those interested in breaking into the industry should adjust their focus and perspectives. She believes the industry has some work to do as well; most importantly in the areas of diversity and consumer outreach/involvement.

The magazine industry should reflect the true composition of America, in its staffs and on its pages, she said. In addition, we must really involve the reader, giving them a forum for their ideas. Whether it is on the pages of the magazine or creating a community via the website, we need to start inviting our readers to co-create with us.

She is optimistic.

I see a lot of that happening in the next decade or so, she said.

Profile written by Mashaun Simon, freelance writer.

Profile written by Mashaun Simon, freelance writer.

Samantha Fennell
Associate Publisher, Elle Magazine

In Samantha Fennells mind, the magazine industry remains a mystery for most young people today.

If you ask the average person, what are the components, what is the difference between an editor and a publisher, they are not going to know, said the Elle Magazine, Associate Publisher. There needs to be more outreach to young people.

Initially, Fennell wanted to be a copyrighter. Or at least that is what she thought she wanted to do.

Throughout her college years she was convinced. Her mind was made up. And she was well on her way.

That is until she came across the world of magazines, via a book she happened to pick up in the library: FOLIO: The Magazine. Her eyes were opened to a world she found more fascinating and exciting, and decided magazines were for her.

After reading that book, it all matched up, she said. I knew then that I wanted to be in advertising sales.

As Associate Publisher for Elle she is in charge of overseeing all American and European fashion, luxury marketing and retail, as well as overseeing sales and generating revenue.

She had a special affinity for sales growing up, she said. Most of her summer jobs in high school and college were sales oriented. There was even one job she had as a telemarketer.

Dialing for dollars was the toughest job, ever, she said.

But sales has never scared her.

I talk for a living. I always liked the idea of making a compelling argument and then making the sale.

She strongly believes that magazines will always have a place. However, in order for them to continue they must remain relevant. That means relevant in their coverage as well as their make-up.

The current generations racial makeup shifted tremendously from the last, she said. However, that same makeup is not being represented in our industry. The adjustment needs to be made collectively.

Only the best will survive and flourish, she said. What will work and continues to work for Elle is the fact that fashion will always be relevant. It is one of Elles key strengths.

She also suggests to those looking to break into the industry, or those looking to move up, to also stay relevant. It is one of the key components of success.

And project confidence, she said. Also, the focus should not be on getting the job and just keeping it, but being passionate. Passion is critical. In this industry there can be a series of nos before that victorious yes.

Profile written by Mashaun Simon, freelance writer.