Masthead Mosaic Profiles

August 18, 2009

The featured profiles serve as sources of inspiration, motivation and guidance; case studies for overcoming obstacles to achieve success; and illustrate principles and messages of perseverance, persistence and drive. You are encouraged to revisit this section to view newly added profiles.

 

Charles P. Rogers
Production Director
American Express Publishing, Custom Solutions

It’s Charles Rogers’s job at American Express Publishing to see the bigger picture. As the production director in the custom solutions department, Rogers directs the development of all projects--from editorial development of a client’s vision to distribution (pre-press, print, paper, postage) and overall costs--making sure the final product comes in on budget and on time.

It’s the career Rogers has wanted from the time he graduated from Farleigh Dickinson in ’84 (as a marketing major, of course).

“Production is one of the few jobs where you can be involved from the early stages of developing a concept and strategy through the final execution of a product,” said Rogers. “I’ve always loved it.”

Rogers credits working at large companies like American Express, New York Times and Forbes with keeping him up with the times.

“Over the past 25 years, I’ve been exposed to technological changes that have transformed our industry.”

Rogers began his career as an art assistant and camera technician for a now defunct company in Northern New Jersey. It was there that his vision started to develop. His first mentor, Imelda Hanaway (a production manager) took Rogers under her wing and taught him the ins and outs of direct mail campaigns.

“My willingness to learn and my attention to detail helped me move up the ladder,” said Rogers. “I went from assistant to manager to director.” He continued, “Over time I worked on the edit and ad sides of everything from B-to-Bs, to religious books, and finally to consumer magazines.”

With all his ambition you’d think perhaps Rogers accomplished all this in a short period of time. But it wasn’t until 1993 that he says he “realized my dream.” In 1993, Rogers became the production director of Black Enterprise, a business magazine aimed at African-American executives that reaches approximately four million readers.

“When I started out in this business more than 25 years ago, I rarely met anyone else of color in most of the companies that I worked for in any capacity,” said Rogers. “My early mentors—Imelda Hanaway, Richard Elgie, Luther Ragin, Vito Caloprico, and John Shearer—shared their experiences of how they got it right and where they got it wrong so that I could learn from their ways. Their philosophies provided me invaluable tools for achieving my life goals.”

After Black Enterprise, Rogers moved on to work in production management at the New York Times Women's Group, Creative Source Inc. and finally American Express.

“Through innovative leadership, adept management and negotiation skills, I've been able to contribute to the success of operations,” said Rogers. “At American Express, I work with a group of individuals who share the same intense passion that I have for publishing.”

It seems like his personal vision has finally been realized. His career goals achieved--on time.

“The most unexpected and rewarding day was when I won the 2005 "Will To Win" Award from American Express Publishing,” recounted Rogers.  The award was presented to him by Ken Chenault, CEO of American Express, and honors employees who exhibit a strong will to win in the marketplace and shines in every aspect of the company's business.
 
“As a minority, I feel strongly that it’s important to make sure you have the right credentials and management know-how to compete at all levels,” said Rogers.

And what does his vision for the next 10 years look like?

“I’m still determined to have that perfect golf game with my dad and open a jazz club called Chaz,” said Rogers. “A mentor once told me that if you work hard and remain focused you will be able to enjoy the good things that life has to offer.”

Rogers’s job is to see a client’s vision to the end. No matter what. And it seems like he has that same knack for his personal life as well. Despite all the professional mentors and successes, the words he cherishes above all else are from his parents:

“Do not be dismayed by the unknown!
Everyone can accomplish difficult tasks in life.
View problems as challenges in order to see opportunities, it will not be easy but if you step up and meet the challenge nothing is impossible to overcome!” 
 

Dawn Baskerville
Executive Editor
Essence

 

“My day is like a box of chocolates,” said Dawn Baskerville, Executive Editor of Essence magazine, as she talks about the unpredictability of her day. As executive editor, she is charged with everything from managing the budget, to hiring staff, to overseeing copy, research and production.

“I basically make sure that the train pulls into the station on time,” said Baskerville.

It may sound like a lot to handle, but Baskerville’s wide-ranging career history has prepared her well for her new role. Having started at the lowest rung of the ladder, Baskerville is a genuine example of someone who’s truly climbed the masthead. She held positions as an administrative assistant, editorial assistant, fact-checker, assistant editor, associate editor, research director, and managing editor.  

“You name it, and I’ve pretty much done it,” jokes Baskerville.

And her decision to pursue a magazine journalism career was very deliberate. Baskerville said that her long-time passion for magazines compelled her to apply to universities that taught magazine journalism. She chose New York University, and upon graduation, she dove right into the business. Her resume is loaded with the names of major publications like Cosmopolitan, Black Enterprise, In Style, Savoy, and Heart and Soul. But even with tons of A-list publications under her belt, Baskerville notes that there is something very special about working at Essence.

“I am working with the finest crop of creative people that I’ve ever had the pleasure of working with,” said Baskerville. “Being a resource to them in their professional development is something that I enjoy and take very seriously.”

Baskerville came to Essence as it began its transition to Time Inc. She admits that maintaining the tradition of Essence’s iconic brand while merging with a major corporation was challenging, but also incredibly satisfying.

“It has been a tremendously rewarding and informative ride,” she said. “We had to learn a lot to become indoctrinated to this business culture, but it exposed me to the business side of magazines.”

The business of magazines has changed dramatically in the past decade, as the digital age changed the way people consume media. Baskerville said that at Essence, they are going to give their audience content in the way that they are most comfortable receiving it. 

“We think of ourselves more as a content company, rather than a publishing company,” said Baskerville. But regardless of the medium, Baskerville believes that the content will always originate from the printed page.

Baskerville sees Essence as more than just a publishing company, but she believes that publishing is still apart of the game. And, although publishing seems to be the industry where diversity would flourish, incorporating it consistently still remains an issue.

“We can speak it in terms of what is morally right,” said Baskerville, “but until it becomes a bottom-line directive, things won’t change quickly.”

Baskerville also recalls her J-school days where she would frequently walk into class and not see other minorities. She admits that she’s not certain if that is still the experience of minority students, but she believes that people today don’t think they need to study the craft of journalism to become a journalist.

“We, as people of color, have to place ourselves in those arenas where we can learn the craft of journalism,” said Baskerville. “That way, there is a sizeable pool to choose from.”

In addition, Baskerville said that mentorship is crucial to successfully incorporating diversity into media.

“We have a moral obligation to help each other through the ranks,” said Baskerville.

And Baskerville’s advice to those who what to achieve success despite the obstacles is to “perform.”

“You’ve got to know this industry, you’ve got to be flexible, and you have to do the work,” said Baskerville. 

A self-proclaimed “National Geographic geek”, Baskerville said that if she wasn’t in the field that she loves, she would travel, shop and continue to learn about people who live differently then her.

“If I weren’t in journalism, I think I’d be on fact-finding mission for NASA or something,” said Baskerville. “Other than journalism, I think that’s the coolest job anyone could have.”

 

 

 

 

Harriette Cole
Creative Director
Ebony

After spending many years in the fashion industry as a model, Harriette Cole realized that while she had always been interested in fashion, she had a deeper yearning to expand her career beyond the runway.

From age 12, she knew writing was what she wanted to do, and so she went in a different direction with her career—magazines. She had always paid attention to magazines, so she thought, “I could have more influence and power by being on the other side of the camera.”

As Creative Director for Ebony, Cole is responsible for the design and layout of the magazine. She started getting published while attending Howard University. As a liberal arts major, she also served as a fashion writer for the school’s paper, The Hilltop. It was also there that she found a different kind of motivation for her career. While in school,
she said, students then were not encouraged to get internships.

“We were encouraged to go to grad school,” she said. However, graduate school was not of interest to her at the time. Instead, she created internships for herself, built her portfolio, made plans to move to New York City after graduation, and gave herself one year to secure a job.

She embraced the lessons taught by her mother: “To always treat people well and to keep good contacts.” This sentiment helped Cole to launch out on a path to follow her vision, and the rest, as they say, is history.

For her, giving up was never an option. And she knew there would be tough decisions to make.

“When people are starting out, they do not realize how much sacrificing they will have to do to make it,” she said. She welcomed the challenges, roomed with the cousin of her Delta Sigma Theta sorority sister in Queens and followed her passion to Essence magazine. There she took a job in the lifestyle department (even though friends told her she was crazy and should have taken a job as a business writer at Fairchild).

“It is really important to have a goal,” she said, “But it is also important to have patience. Your goals will not always manifest the way you expect them.”

And that is something she knows firsthand. She has embarked on a professional journey that is the result of who you know and remaining flexible. It includes: traveling the world with Essence; starting her own company, resulting in spending some time teaching etiquette to music industry artists at Uptown Records, DefJam, Motown and more; becoming a nationally syndicated advice columnist for the New York Daily News; and writing six best-selling books. The list goes on and on.

The unbelievable dreams and desires of her childhood have come true, and she believes that the same is possible for others who are interested in being in the magazine publishing industry.

From where she sits now at Ebony magazine, she sees a long future for the industry. Magazines, she said, are not going anywhere, but as the industry changes; companies like Johnson Publishing Company, Inc. are creating more ways to make use of all of the arms of media to strengthen its iconic brand.

“Ultimately the way the flagships keep the flagships strong is by keeping the business viable,” she said.

And in the area of diversity, it comes down to a change in the mindset of those that make the decisions, the higher-ups. And in order to make that happen, she said, it is the job of the reader to make noise.

“As long as readers are quiet, then the publications are not going to do a thing,” she said.

 Profile written by Mashaun Simon, freelance writer.

Mimi Valdés Ryan
Editor-in-Chief
Latina
In an unadorned office nestled in a quiet corner of a busy building located on the outskirts of Times Square, Mimi Valdés 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 doesn’t look like the workspace of a busy, newly-appointed editorial director of a major Hispanic magazine.

“This isn’t my office,” said Valdés Ryan, and the suspicion that her office would look more like a colorful, idea-generating writer’s room rather than a simple space with a desk was instantly confirmed. “My office is being renovated.”

And rightfully so, as having Valdés Ryan on staff probably means a “renovation” of sorts for Latina magazine. As the circulation of the magazine grows to 500,000 in 2008, Valdés 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 Valdés 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.  Valdés Ryan majored in journalism at New York University and landed a gig at Vibe as an editorial assistant, where she successfully climbed the masthead.  With the exception of short stints at Hola Recordings and The Source, Valdés 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.

Valdés 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 Valdés 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,” Valdés Ryan jokes, “but I’m 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 industry’s 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, Valdés Ryan is hopeful that magazines with great editorial missions “will never go away.”

“No magazine can survive this day and age by just being a magazine,” said Valdés 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 Valdés 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. Valdés Ryan, as she tells the story of how many persons of color she saw at a recent major magazine industry conference. 

Valdés 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 Valdés Ryan.  “That’s 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, Valdés 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,” Valdés Ryan states. “You can never learn too much in this industry.”

And from the sound of it, Valdés 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 can’t relate,” said Valdés Ryan about how much she loves her career.  “I would do this for free, for real.”

Profile written by Akoto Ofori-Atta, freelance writer.

Leonard Burnett
Co-Founder/Co-CEO
Uptown Magazine

“I’m a lover of the magazine business”, says Len Burnett, former Group Publisher of Vibe Media Group and Co-Founder/Co-CEO of Uptown Magazine, as he affectionately speaks of the business that has afforded him a successful and rewarding 19-year career. “I think you have to love it to be in it.”

Mr. Burnett’s doting romance with magazines began in 1988 with a publication entitled Urban Profile.  An entrepreneurial effort with a college friend, Urban Profile (inspired by the conscious rap music that was popular at the time) was created with the intent to speak to young black adults who were less than enamored with the popular principles spawned by the black leaders of that time.

“[Black leaders] at the time were speaking on behalf of African Americans,” said Mr. Burnett. “But I didn’t think that they represented the perspective of young, black, college-educated men and women. So the idea of Urban Profile was to be a social, political and economic magazine from a young black perspective.”

Two years later, Mr. Burnett and his business partner accepted positions at Vibe Magazine, and he’s been a magazine-business addict ever since.  In his current role at Vibe, he oversees all of Vibe’s sales efforts. In addition, Mr. Burnett is co-founder of Vangaurde Media, home to popular Uptown Magazine.  Needless to say, Mr. Burnett’s workload is far from light.

“It seems like I played a lot more golf back then [before accepting the position at Vibe],” Mr. Burnett candidly recalls. 

Although Mr. Burnett’s stellar run as a magazine professional has proved to be worth a few missed opportunities to improve his handicap on the green, no career path comes without its share of frustrations.  Media outlets still struggle to implement diversity internally and externally, and magazines are no exception. 

“The biggest frustration for me is on the agency side,” said Mr. Burnett.  “In 2007 to have to explain to clients that the [urban] market is the most important segment because this new generation is the new market can sometimes be frustrating.”

Though much of Mr. Burnett’s irritations stem from a lack of diversity in the industry he adores, it’s also the compelling force that inspires him to stay.  He notes that there has been much improvement, but the mission is far from accomplished.

“The reality is that America is browning,” said Mr. Burnett. “Whether it’s magazines, networks, or radio, we must learn how to entertain, value, and speak to this new culture that is more diverse.  And we require diverse people to do that.”

Recruitment of individuals who will one day drive the helms of the diversity battle is of chief importance to Mr. Burnett. Despite the contention that few people continue to read magazines due to the evolution of the digital age, Mr. Burnett believes a career in magazines is worth the pursuit.

“I encourage students to pursuit a career in this business,” said Mr. Burnett.  “The business is challenging, but rewarding and exciting as well.  There are lots of opportunities and there is never a dull moment.”

Never a dull moment may be a vast understatement.  From meeting with clients to selling ad pages to building his magazine's brand to “putting out various fires” throughout the day, it’s clear that Mr. Burnett has his hands full. When he decides to leave it all behind, he wants his legacy to be one of service and excellence.

“I want people to look back and say that I helped bring people through the system,” said Mr. Burnett. “I want to bring more people of color into the business and shed light on several different cultures and give people the opportunity to do the same.”

Profile written by Akoto Ofori-Atta, freelance writer.

 

Roy Johnson
Editor-in-Chief
Men’s Fitness

Getting out of college, I knew I wanted to be journalist. At that time, I was focused on newspapers and magazines, so I applied to every print outlet in the country. As fate would have it, I got a call from an affirmative action officer at Time Inc. —Fred Clark. They flew me to New York and I interviewed at every magazine in the building. After a dizzying two days of back-to-back interviews, Fred put me in a cab and before I took off, he asked me which magazine I would work for if I had my pick. Because Sports Illustrated had been my last interview, I blurted out “SI!”

I often wonder what my career path would have been like if I had blurted out “People!” But everything happens the way it is supposed to happen—and that was the beginning of my career: as a researcher for Sports Illustrated.

Moving my career forward came with its challenges. I had to prove myself at a time when there weren’t many people of color in this industry. The bar was a little bit higher for those of us who worked here, but I was raised to work twice as hard, so it didn’t deter me. I was treated fairly even though I didn’t always agree with others’ assessments. Their perspectives and honesty helped me to propel myself further. For instance, I kept hearing from my editor that I would never be a writer at the magazine. So when I got an offer from the New York Times, it was the clarity I needed to make my decision. There are always people that God puts in your path to nudge you along the way.

I never had a formal mentor, but I am grateful to have had some wonderful and influential people in my life. Sometimes you learn from people just by watching and listening. In this way, I have had opportunities to expand myself – even if it was outside of my comfort zone.

Before I came to Men’s Fitness, I made my way back to Time Inc., and then launched Savoy Magazine. As editor-in-chief, I have made a point of upholding diversity in my publication. A diverse staff is key to representing our diverse audience. The publications that value broad voices thrive —and I am proud to be a part of that.

I still have the same enthusiasm that I had when I was editor of my high school newspaper. At my core, I am a storyteller and that passion has never dissipated. It doesn’t matter where I am and how I am doing it. I am a strong in my faith and I pray for the kind of discerning spirit that will allow me to follow through and ultimately excel. I want my legacy to be positive: as someone who grew with the industry and tried to help others to find their voices.

When I speak to young people who are pursuing a career in magazine journalism, I encourage them to pursue excellence. Listen but ask questions. And get to work on time. 

Profile written by Zulaika Jumarali, freelance writer.           

Sheryl Hilliard Tucker
Executive Editor
Time Inc.

Time Inc. Executive Editor Sheryl Hilliard Tucker known for her personal finance knowledge, has come along way from her first days at college where at the front of the bookstore line she learned she had no idea how to writer her newly acquired checks.

After more than 25 years as a magazine editor, Tucker now helps manage the conglomerate’s145 publications after serving as Executive Editor at Money Magazine and working her way to Editor-in-Chief and Vice President of Black Enterprise.

“This is the dream job, I can’t deny it,” she says. “I get to work with the smartest journalists in the world.”

Any given day can be like one she’s never had before from offering editors budget management advice to recently helping rapper Master P get his message to different magazines.

But for Tucker her most prized duty is examining diversity.

“Magazines reflect our society and if they want to be relevant going forward, we must open up our coverage,” she says. “We must open up our content and employ a diverse workforce. It’s not just bringing ideas about different people of color. The reality is readers want to read what’s hot, what’s new, what’s happening. If we are behind them, then we will loose our place as a relevant resource.”

The summer before her freshman year at Cornell University, Tucker received a call to come work at the school’s newly formed multicultural magazine. She had experience from working with the alternative paper in her Rutherford, NJ hometown. By the end of the summer was the editor, and went on to start her own newspaper.

“I’ve always seen myself as an editor or the editor,” she says. “I didn’t think I would make my mark making prize-winning journalism but I knew how to put together an exciting publication. I needed to know the whole business of publishing to be effective.”

And learn the publishing business she did. After graduation Tucker landed an associate editor position at Woman’s Day after interning at the magazine previously. She worked on the magazine’s smaller special issues and handled everything from production and photo shoots to dealing and keeping the budget

While there Tucker attended NYU’s year-long publishing course at night. She then left the magazine and earned her masters from Columbia’s Journalism School. Afterward Columbia she accepted a personal finance associate editor position at Black Enterprise, though her financial knowledge was limited.

“I got there knowing little more than how to write a check,” she says. “Not having a lot of knowledge gave me somewhat of an advantage because I never cut any corners. I approached each month like what would I need to know.”

While at the magazine Tucker studied nightly to increase her financial knowledge and after a year and half became managing editor.

“I was working as much as I could keep my eyes open. The idea that I had access to the most incredible minds in the world completely consumed me.”

After leaving Black Enterprise to work with her husband on their successful design and media company she returned three years later as Editor-in-Chief, with fresh ideas in tow. She soon experienced a defining moment in her life.

“We hosted Nelson Mandela,” she says. “That still is the most important meeting I’ve had because it really gave me a broader understanding of the possibilities of life. It was a blessing a lot of people in our field get to have because we meet so many people.”

After five years as Editor-in-Chief Tucker headed to Time Inc. to work with Money and  was promoted from Money’s executive managing editor to her current position in 2006.

For girls wanting to have it all, the family and the dream job, Tucker proves it is indeed possible. “I’ll tell you my secret weapon: I married the right man.” She’s been married 22 years and has a daughter, 21, and a stepdaughter, 28.

 Throughout her career Tucker has been a leader and advises those wanting success in magazines to do the same.

“There’s no one way to be a leader,” she says. “This is a very collaborative business and somebody’s gotta run it. The more you get comfortable with the fact you may be in charge the faster you will see growth in your own career.”

Her hope for the magazine industry is continued increases in diversity in content and employment in all areas. Her plans for the future are to personally help make that a reality.

Profile written by Charreah Jackson, freelance writer.   

Sherry Bitting
Senior Public Relations & Marketing Manager
Complex Magazine

You would never find Sherry Bitting doing one thing for a long period of time; it is just not possible for her.

You could say that she has a short attention span. But according to her, she just gets bored easily. That is why she believes she has the best job possible.

As senior public relations & marketing manager for Complex magazine, a metropolitan men's style/lifestyle magazine founded by Marc Ecko in 2002, Bitting’s role calls for serious multi-tasking skills. Needless to say, it keeps her busy.

A self-proclaimed news junkie, creating buzz and spreading information has always been her desire.

She came to Complex three years ago, after spending a year with Trace Magazine, a small independent publication. Before that, she worked for Fairchild Publishing.

Almost single-handedly, she created what would later become Complex’s first in-house media department. She had done the same at Trace.

Bitting is responsible for creating press for the publication, buzz for each issue of the bi-monthly, opportunities for the editors to serve as “experts” in the media, and also exposure generated special events.

She is the official representative for the magazine, official event planner as well as unofficial career enhancer. She will not admit it, but her job plays a major role in the professional advancement of everyone at Complex. If it were not for her job, many people there would not get some of the industry and public exposure they are privy to.

And when she is not in the office, she is having a major affect on young people in and around New York.

 “I feel like my responsibility is to just prepare those younger than me for the future,” she said.

She volunteers her time with a number of programs and organizations in New York like Sweat Equity Enterprises. These programs present to young people alternative careers they would not normally be aware of and show them what options they have in those endeavors.

She believes a lot of our young people are clueless, at no fault of their own, and need more mentors.

“I have a huge passion for volunteering,” she said. “You find very few young people passionate to work. When I do find them and recognize their talent, I try to support them as much as possible. It is how I was brought up, to do what I am supposed to do for young people; giving back.”

Bitting is very grateful to be where she is today, working for such a company as Complex.

“No other magazine is doing what we are doing. That is the honest truth, not just my spin,” she said. “And I am grateful to work for such a diverse company.”

In order to survive in this industry, she said you have to do just that; survive.

“You have to adjust and evolve,” she said. “And the industry has to do the same.”

Profile written by Mashaun Simon, freelance writer. 

Andrew Simon
Senior Editor
ESPN

The onset of the digital revolution fired shots that left the print versions of some popular men’s magazines for dead.  However, Complex, an urban men’s lifestyle magazine, managed to dodge the bullets and maintain its success. So to what business component does Complex owe its triumph?    

 “Our publisher does an amazing job because he truly believes in the magazine,” said Andrew Simon, former Managing Editor of Complex.  “Also, I think that [a two-sided publication with a traditional magazine on one side and a buyer’s guide on the other] is a revolutionary business idea.”

While that may be true, having an outstanding Managing Editor on staff probably doesn’t hurt much either.  As Managing Editor, Mr. Simon is the last pairs of eyes to proofread all the pages in the magazine before it hits newsstands or lands in a subscriber’s mailbox.

“I read every page toward the end of the process and I am the last line of defense before pages are sent to print,” said Mr. Simon as he describes one of the main duties of his job. 

His other responsibilities include overseeing the production schedule, photograph placement, editing copy and ensuring that the production process is happening as efficiently as possible.

“One of my approaches to being a Managing Editor is to be as ambitious as possible for deadlines and getting things done,” said Mr. Simon about his managing style. 

While Mr. Simon seems like a magazine natural, he wasn’t always certain of a writing career.  As a high school student he excelled in math and economics, but struggled with English.  He pursued the “finance and investor banking” track when he enrolled at University of Virginia, but a growing interest in music and creative writing facilitated the decision to change his major to English.

“Econ I, Econ II, Accounting I and Accounting II made me lose interest [in finance] pretty quickly,” Mr. Simon jokes.

It took a few creative writing courses and a one-week internship at Rolling Stone magazine and Mr. Simon was sold on the idea of pursuing music journalism.  After graduation, he landed a full-time gig at Rolling Stone as an editorial assistant in the book department.  He then went on to Vibe magazine and from there he joined Complex. He credits his hefty resume (full of magazine heavyweights) to a series of his own persistent actions.

“Bouncing that fine line between persistence and pestering is crucial,” said Mr. Simon. “If you can dance that fine line well, it’s going to help you get that first job, but it takes a little savvy.”

In addition to networking savvy, Mr. Simon believes that three important characteristics one should possess in pursuit of a magazine career are patience, persistence, and learning to keep one’s options open.

“All of the editors here at Complex were fact-checkers, freelance writers, receptionists or administrative assistants before they became editors,” said Mr. Simon. “It may not have been their ideal job at first, but they are editors now because they kept their options open.”

Landing a dream job at a reputable magazine isn’t always that easy, and minorities may find that for them, it’s even more difficult to penetrate the business.  Mr. Simon notes that if publications want to appeal to larger audiences, they should focus on beefing up their diversity efforts.

“A magazine’s content is only going to be as diverse as its staff,” said Mr. Simon.

The lack of diversity on editorial staffs has been recognized by many as a problem, and Mr. Simon is positioning himself to be part of the solution. He noticed the lack of qualified minority writers early in his career, and has aspirations to start a young writers program.

“The great writers of magazines like Vibe and Complex should also write for the New York Times,” said Mr. Simon.  “I’m hopeful that one day we’ll see a whole new school of writers from all backgrounds.” 

Profile written by Akoto Ofori-Atta, freelance writer.

Nisid Hajari
Foreign Editor
Newsweek Magazine

For as long as he can remember, Nisid Hajari has always had an interest in international news.

It has been an affinity that began for him when he was a young boy traveling the world, experiencing different people and cultures.

On an average day, the son of India-native parents reads four to five newspapers. But do not ask him about anything going on in New York (Brooklyn) where he resides. He only reads the international news sections.

“You have to be well versed and really focused on what’s going on overseas,” said Newsweek’s Foreign Editor.

How others see the world is very interesting to Hajari.

“In other countries people tend to pay more attention to what’s going on around them and other parts of the world, not just what is going on in their own particular neighborhood,” he said.

As the Foreign Editor he oversees all of the foreign coverage of Newsweek. Each day he manages a network of correspondents around the world, assigns story ideas, edits copy, and also coordinates photography assignments.

In addition, he may periodically work with other editors in the magazine who may have international focused stories.

Ironically enough, Hajari did not always want to be a journalist. He was more interested in fiction writing; that is until he came across a narrative, non-fiction course being taught by John McPhee, a writer for the New Yorker.

McPhee opened Nisid’s eyes to journalism, particularly non-fictional writing.

Today, Hajari feels that there is less and less of an emphasis on international news.

“International news is fun,” he said. “But, it is more expensive to cover.”

And international news is important. According to Hajari, there are so many stories that can be told, but are not.

“Take China for example. It is a massive country changing faster than any other country in the world,” he said. “It is fascinating.”

Rather than doing the boring news conference coverage, Hajari said international news reporters should focus on getting into the stories about real people.

His love and adoration for international news does not waiver. As a matter-of-fact, he has a bit of advice for anyone who may think they want to be an international news reporter.

“Go to other places and soak it all up,” he said. “Live abroad. Pick a country, any country and freelance there. Become an expert on the country, its culture and its people and then write about it.”

And be passionate and diligent about the subject matter and the work you are doing.

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 today’s 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 Daniel’s 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 University’s 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.   

Jacklyn Monk
Deputy Managing Editor
Real Simple Magazine

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 didn’t 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 women’s magazine and now Deputy Managing Editor at Real Simple admits she’s 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.

“It’s best to work for a place that’s 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. It’s 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, “You’re the first,” referring to Monk being the first Black beauty editor at a major mainstream women’s 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 didn’t garner the same attention from publicists and beauty companies, Monk didn’t 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 didn’t 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, Destiny’s 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 don’t 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.

“I’m 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. Monk’s 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, 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 America’s most successful Spanish-language consumer magazines, including People en Español, 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.”

What’s 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.

 

Wyatt Mitchell
Design Director
Wired Magazine

Before he got into magazines, Wyatt Mitchell was looking for something more exciting and immediately satisfying.

It was not that he was unhappy as an economist. It was just that, well, he wanted something more creative. Designing graphs and charts on a regular basis was becoming monotonous for him.

“Each month magazines put out a new collection of art pieces,” said Wyatt, which is what attracted him most. “One month magazines lay out some great artwork, and the next month they start all over again.”

Mitchell joined the Wired editorial Art Department in 2007, bringing with him his broad range of magazine experience. In 15 years, the former economist has worked at O, The Oprah Magazine, VIBE, Esquire, and Details.

As Design Director, Mitchell describes his role as guiding the look of the magazine as well as management. In all there are seven on his staff. He said managing his staff is a larger part of his job than the design direction. “No one ever tells you about that part.”

Magazines will have to become more specialized as technology and the internet grows, said Mitchell. “The internet is an unstoppable force. It is pushing the magazine as we know it back,” he said.

They will have to become more niche focused.

“There is nothing that compares to holding a print product in your hands,” he said. “You can take a print product with you – to the beach, the bathroom, anyplace.”

He also believes the industry will have to become more focused when it comes to diversity. Especially now that there is a big possibility the next president of the United States is a person of color.

“This is a larger sign of something,” he said. “It has taken a long time, but it is spreading. The industry is very close-knit, especially at the top.”

He said for decades that made for a closed off world. However, over the last 10 to 15 years, the entrance of some very significant Latin Americans, Asian Americans and African Americans to the top has opened some doors.

“There are very few at the top, but it is getting better,” he said.

Designers have some very strange habits and rituals. Because of that, he has some unique advice for anyone who is looking to be a magazine industry designer.

“Designers are not normal people,” he said. “This industry is weird and dependent upon networking. First thing is for every person you meet, meet 15 more people.”

He said there are a lot of people who say they want to be designers. In order to stand out, professionalism is very important.

“There is no room for immaturity. Do your best work.”

And make friends. “There are about 15 dozen other people looking for the jobs you are looking for. And they are also looking to take yours.”

Profile written by Mashaun Simon, freelance writer.

 

Keith Clinkscales
Senior Vice President
Content Development & Enterprises
ESPN The Magazine

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 today’s 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.

Edwin Avent
President/Publisher
Heart & Soul Enterprises, LLC

It is somewhat hard to explain the mystical pull that magazines have on Edwin V. Avent.

Every since he was a teen, the now President/Publisher of Heart & Soul Enterprises, LLC would pick up Black Enterprise Magazine and Ebony. He would be awed not only by the images he saw in the pages, but also by their founders.

Yet-in-still, he never truly planned on being in the magazine industry, he said. It just happened. He had planned on being an entrepreneur -- which he figured out while a student at Cornell University.

“I just had that entrepreneurial spirit,” he says. “And I followed those who had the same kind if spirit.”

So of course, individuals like Black Enterprise founder, Earl Graves, and Ebony/Jet founder, John H Johnson would stand out to him and become major influences. They were his entrepreneurial heroes.

“I kind of followed in their footsteps,” he said. “Things could have easily gone another way.”

It was at Cornell that he got started with magazines. It was his sophomore year and the magazine was called Equity. From there he would work with a number of other publications. It was during that time that he noticed Heart & Soul.

“I would like to own that brand one day,” he told himself back then. He had always liked the publication.

Today, as president and publisher, Avent recognizes that publications can no longer be narrowly focused. And becoming web-relevant is not the only means of survival.

He has a degree of concern about the future of diverse magazines, especially those that are owned largely by people of color.

 “A lot of magazines have been feeling a hit,” he said. “We are having a tougher time keeping advertisers in our magazines.’

With more than 20 years of experience in magazine publishing, advertising, marketing and sales, Avent agrees that putting more emphasis on the web increases their traffic. However, he believes that the industry cannot totally rely on the web and advertising anymore. Brand expansion, he said, is very necessary in order to survive.

How is Heart & Soul doing it? With the creation, development and launching of the Heart & Soul Healthy Weight Plan. In addition, they have created a social networking site, myheartandsoul.net.

“We are making a link between the web and the magazine,” he said, “And creating a community with our readers.”

The media as a whole is in a dynamic time where there is a lot of influx, he said.

“There may be some changes that cause there to be a decline in the way people are engaged,” he said. “But there are people who are still attached to magazines because they want to hold and feel the product. Everyone does not want to read everything on a computer screen. It is up to us to make our brands relevant, entertaining and interactive.”

And for those who want to get into the business, he says they have to want to be in the industry because they enjoy it and are not there just to get a paycheck.

And in order to work for him, there is one major requirement. You have to be passionate. Well maybe two. They also have to have a hustler’s mentality.

“They cannot rest on their laurels,” he said. “They must be hardworking, assertive, knowledgeable and great communicators; not just as writers, but also as speakers.”

Profile written by Mashaun Simon, freelance writer.

 

Jeffrey Duque
Publisher
Fox Sports en Español
Cuatro Media

Jeffrey Duque made a huge leap when he left Time Inc to become Publisher of Fox Sports en Español 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 Español 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 Español 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.

 

 

Derek Dingle
Editor-in-Chief, 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 editor-in-chief 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 Magazine’s 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
Editor-in-Chief
Fitness

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 editor-in-Chief of Fitness. “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 Fitness 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, she’s often called on to work on bigger strategy plans that extend the Fitness brand, whether it’s 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 it’s 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 you’ll 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.

 

 

 

 

Jose Perez
Vice President, Consumer Marketing
People en Español & All You Magazines

There is only one thing that Jose Perez loves more than what he does for a living, and that is the company he works for.

Why, you may ask? For Perez, it is about feeling welcome in your workplace. And Time Inc. has been the most inclusive culture he has ever worked in. Vice President, Consumer Marketing for two titles - People en Español & All You is not afraid to be himself at Time, Inc.

“I have never been at a company where it felt like a family. That is very important for a person of color, especially for me,” he said. “I think differently and here they have always embraced my way of thinking. More companies need to have the same.”

Perez leads the magazine’s circulation and consumer marketing efforts.  In this role, he is responsible for subscription and retail marketing. This is his third stint at Time Inc. I joined in 1983, left in ’87, returned from ’91-95, and now back since 2002. He believes that his returning to the company three times shows “how strongly I feel about this place.”

His praises for Time, Inc. are not limited to their inclusivity practices, but also their commitment to diversity. Yet, he believes the industry overall is doing a poor job. And it begins with the product, he said.

When a person picks up a magazine they should be able to see themselves on the cover and within the pages of the magazine; regardless of whose magazine it is.

 “A lot of magazines have this assumption that ‘if we put an African American or any other person of color on our cover it will not perform as well,’” he said. “The question needs to be asked, ‘how do you know that, exactly?’”

Perez is of the thinking that magazines will have a long life span. Yet, he believes there are some major changes that the industry must make in order to enjoy the remaining “golden years.” The true make-up of America is not being shown or represented.

“Until the product changes, I do not think anything else will change,” he said. “Diversity means different things for different people. The conversation really needs to change to one about multiculturalism.”

Perez came to Time, Inc. in 1983 as a part of their minority recruitment program. He was amazed at the company’s forward thinking.

“It is about people being represented. We need awareness,” he said. “If a focus is placed on more multicultural efforts, the industry will be much stronger.”

Strength is also what is needed for anyone who thinks they may want to be a part of the industry.

What does Perez’s advice anyone looking to get their foot in the door? Make use of your own cultural identity.

“Use your own life experiences. Position your own life experiences so that the company will feel they are useful in moving the company forward,” he said. Be skillful, show experience and ability, and position yourself as confident and competent.”

And he also advises that when job hunting one should take a look at the company’s employee handbook. He suggests that one should take a look at the company’s policies and practices, and their focus on diversity, before the interview.

“Few people think to do that upfront,” he said.

Profile written by Mashaun Simon, freelance writer.

  

Florian Bachleda
Creative Director
Latina Magazine

As Creative Director of Latina Magazine, Florian Bachleda would do what he does for free.

Yep, you read it right. In a time where there is such a major focus on money, wealth and prosperity, Bachleda’s focus is on the fulfillment he gets from his area of work.

Why? Art and being creative is such a large part of who he is, he said. He loves what he does.

On the job, Bachleda is responsible for the management of the design process of the magazine, working with his design and photo staff in taking beginning concepts to their completion.

His connection to magazines cannot be easily pinpointed, he said. What he does know is that at some point in his childhood he felt drawn to magazines.

“I have just always been connected to them,” he said. “It was not a conscious decision for me. I just fell in love with them and have felt drawn to them since then.”

And so he considers himself lucky. He believes that work should not feel like work, and if what you are doing “starts to feel like a job, then you should not be doing it.”

He cannot imagine not being a part of magazines. But he can imagine a day when the best way to gauge diversity will be “if you see it without realizing you're seeing it."

What does that mean? Bachleda imagines a day when the plight of diversity and multiculturalism will be present without there being such an effort.

He said today you go to conferences and see that expected diversity panel.

“Which is good and important,” he said. But, better progress will be when “we see people of color on panels for reasons other than being the “diversity” representative.

“I am not suggesting that we get rid of diversity panels all together,” he said.

What Bachleda is suggesting is that diversity be represented somehow without there being attention being called to it; that diversity becomes a part of the everyday dialogue, and not just for the purpose of fulfilling an inclusivity quota.

The magazine industry will have to become as multicultural as the country is, he said. And that is not the only adjustment the industry will have to make.

Magazines, he said, will always be around. They will just become more targeted to specific audiences.

“What many of us will have to do, and are trying to do, is learn multiple platforms,” he said. “We will have to learn a lot more than just designing for print, but designing for the overall branding of the company.”

He is optimistic. And has a bit of advice for everyone.

“Remember, you are not just representing yourself,” he said. “You are representing everyone; your entire race. It's not necessarily fair, but it's reality.”

Profile written by Mashaun Simon, freelance writer.

 

Isabel Gonzalez
Senior Editor
In Style Magazine

“I was a magazine junkie from the beginning,” exclaims Isabel Gonzalez, senior editor of In Style magazine.
 
It was a love that became embedded in her at a very early age. As a young Hispanic girl born and raised in Atlanta, GA, magazines were a great form of connection to her culture and a shared experience with her mother

And she found this connection in the pages of the glossies of her childhood. Especially a Spanish-language publication called Hola!
 
She did not yet know that she would ultimately end up in publishing and decided to commit herself to television. Yet, magazines continued to intrigue her.

A chance opportunity presented itself sometime after the 1996 Olympics in Atlanta and catapulted her on her way to where she is today.
 
“I learned a very important lesson back then that you cannot wait for an opportunity to present itself,” she said. “You have to create one. It is a bit of advice that I offer to everyone.”
 
She had noticed that overnight Atlanta had become an international city, and yet that there was a lack of reporting about city nightlife. Little did she know that as she would be sharing the idea with a friend, an editor from a local alternative paper would be standing right there. 
 
“I ended up doing a nightlife column for Creative Loafing for a year,” she said. “And I realized that I should have been doing this all along.”
 
Today, as senior editor, Gonzalez conceives and executes lifestyle packages. It is something she enjoys greatly and would like to continue doing for awhile. In addition, as senior editor she also enjoys the challenge of exploring other ways to reach the audience through new media (and) in ways that enhance the readers’ experience.

Recently, she was instrumental in developing In Style Click2Play, a web-based multi-platform “editorial experience.” It is In Style's contribution to the ever changing magazine industry.
 
“We cannot ignore the power of online,” she said. “Through Click2Play we are augmenting the print and online experience with yet another unique offering. “

Profile written by Mashaun Simon, freelance writer.

 

Sheila Robinson
Founder & Publisher
DiversityWoman

It all began because Sheila Robinson wanted to fill a void.

“I felt as though there was a void for women seeking business opportunities and career advancement” says Robinson, founder and publisher of Diversity Woman Magazine.  So, she took it upon herself to start to solve the problem with the creation of Diversity Woman, a business and professional magazine geared towards  multi-cultural women executives and entrepreneurs. At the helm of this start-up enterprise, Robinson says she wears every single hat there is to wear. 

 “My job is that of a "servant leader" to my customers, readers, advertising partners and my staff,” she says. “Especially to my staff. I want to make sure that their experience at Diversity Woman is both satisfying and rewarding.”

 Robinson believes in leading by example, which is also the title of the book she is writing. She considers great leaders to be those who are doing everything necessary to ensure their customers, readers and staff are successful. It’s a challenge she welcomes. In fact, she says, confronting challenges head on is how one builds success and grows.

One of the major challenges in the industry today, according to Robinson, is the evolving role of advertising for new titles. “Nowadays, advertisers want to make sure they are getting their money’s worth,” says Robinson, who certainly understands their perspective, as in her previous career, she worked on the “other side” as an advertising budget manager for a global company. Advertisers, she says, are no longer looking for just one advertising vehicle. They want to invest in multimedia packages as a means for making their dollars stretch. As a result, Diversity Woman offers their customers a host of multimedia advertising opportunities, to include online, print and events.

Naturally, given Robinson’s passion for diversity, she is eager to make sure that her new industry, periodical publishing, is attentive to a multicultural audience and workforce.

“The industry has to become very innovative; and be as continuously innovative as we can,” she says. “Diversity is one of those areas; this means keeping up with the pace of our world, and how diversity is now not just “nice to have”—it’s considered a necessity.” 

Unlike some who fear an end to the magazine industry because of the advent of electronic publisher, Robinson is confident that there is a long life for the industry. Yes there will be changes like e-zines, website newsletters, marketing via mobile phones and other fast-paced technological advances, she says. But publishers should look at those advances as opportunities for diversification.

“It is like steak to chicken. There are some who prefer chicken over steak,” she says. “And there are some who prefer the print experience over everything else. But there’s no reason publishers can’t give their readership both.”

Profile written by Mashaun Simon, freelance writer.

 

 

 

 

Joyce Bautista
Managing Editor
Cookie

Companion sites, said Joyce Bautista, should not be dumping grounds for stories or information “not worthy of putting in-book.”

They should be, according to the Cookie managing editor, “a partner in spreading the mission of the magazine (and the magazine as the brand).”

Not as a threat.

As ME, Bautista oversees the web, in addition to her other day-to-day responsibilities. No one day is the same for the former senior editor of Real Simple. Besides the basic managing editor duties of making sure each issue is produced on budget and on time, she also handles partnerships and brand licensing.

Their focus is to get the infant publication in front of as many potential subscribers as possible, while at the same time staying true to their mission and spirit.

“It’s easy to get lost in the moment when brainstorming with a potential partner,” she said. “That ‘I’ll do whatever it takes to get this in front of millions of people’ feeling is dangerous. We want Cookie to be around for a while and it will never benefit from that kind of shortsightedness.”

This also means ensuring that they have a true and strong web presence.

“More and more magazines are gaining new readership through their presence on-line and we must always have our best face forward whether it’s on our covers our on our home pages,” she said.

It may be safe to say that diversity, or its lack thereof, has not always been on Bautista’s radar. It is not as though she is not an advocate. She just had not noticed a lack of those that looked like her.

She started to take notice as she began to see more and more of those who looked like her. Her response, you might ask? “Wait a minute. There’s another one of me here? What? There are only two of us? Three? Four?” she said. “As I started to see more women of color and it no longer struck me that I was one of a few, but one of several.”

She is optimistic today that there are many more “just around the corner.”

The future of the industry, according to Bautista, is one of “Service, service, service.”

“After my stint at Real Simple, I saw this first-hand,” she said. “The magazine not only transformed and challenged magazines in its category but the entire publishing industry.”

Service can be a number of things, whether it is a “price and where to buy-info” in a caption, or articles on “who to vote for” in the next election.

“It’s giving the reader a little more and/or packaging it in ways that are more digestible or easily scanned,” she said. “It is not the death of the beautifully crafted investigative piece or profile.”

It is a mix, she said, of a number of techniques that work to truly serve the audience. And she believes they do that well on the pages of Cookie.

“The information as well as the mission must be made clear to the reader at all times ­ whether explicitly through the copy or implicitly through the design.”

And for anyone who wants to break into the magazine industry, Bautista has one bit of advice. The key to happiness and success, she said, is not just finding what you want to do, but also discovering what you’re good at.

“Forcing your round-peg self into a square hole limits your ability to excel. If you’re struggling with your writing no matter how many long hours you devote to crafting a piece, consider that maybe you’re an editor. Or if you’re an edit assistant but feel yourself drawn to the Art Dept maybe you need to talk to your design director and see if that’s the right path for you,” she said.

“Don’t close yourself off to the possibility that you might be better and better suited for something else. Also, don’t think that because you went down the editing path instead of the writing path that that road is closed to you forever. I’ve learned that if you work hard, are good at what you do and are a creative problem solver you can make an unconventional move, say from Home Editor to Managing Editor as I did.”

Profile written by Mashaun Simon, freelance writer.

Arem Duplessis
Art Director
New York Times Sunday Magazine

He remembers it as if it was yesterday.

When he was a graduate student at Pratt Institute, Arem Duplessis came across the 29^th edition of a book published by The Society of Publication Designers (SPD) that showcased all of the best magazine work of that year.

One of the magazine covers featured in this particular edition was the black-and-white Vibe cover of actor/producer, Wesley Snipes.

“It had this large type that sat under the logo that simply read ‘Wesley Snipes,’ and it was awesome,” said the New York Times Sunday Magazine art director.

With great anticipation, he said, he opened up the book and saw “all of this fantastic work.”

“I also learned that one of the art directors of Vibe, Richard Baker, was a black man,” which inspired him “to no end.”

Having already been a longtime fan of magazines, this experience only solidified the attraction.

“Two weeks later I answered a job posting for an art director at a small trade magazine, Market Watch,” he said. “I was offered the job, and I've been hooked ever since.”

As the art director of The New York Times Magazine, which is a weekly, general interest magazine, Duplessis is responsible for the overall look of the magazine, from the cover to the interior of the publication. His day-to-day responsibilities generally include meeting with editors, brainstorming with the designers and the photography department, and attending cover shoots to make sure their vision for the image is carried out.

“Once we decide on the art, the design process begins. There are two key steps in this process: structuring the headline so that it is complementary to the story,” he said, “and pacing the art throughout the piece so that it assists the reader in getting a clear understanding what the story is about.”

For him, it's all about balance -- not only in the design process, but also in staff make-up.

“I've been in the industry for 13 years, and I've worked for seven different publications,” he said. “Outside of one, which was a hip hop magazine, I've worked with two other persons of color, none in management positions.”

He believes that the industry needs to be a better job in the area of diversity.

“Logically, it can be a challenge for a magazine to represent America as a whole if they do not have a diversified staff in both gender and race.”

When he first started working in magazines, he was solely focused on being a strong designer. As he “moved up the corporate ladder,” he realized there was more to it than just “being a strong designer.”

“That is only the half of it,” he said.

He realized that being an effective manager and not just being "the boss" was extremely important.

“An effective manager ensures that his staff is not only productive but also happy,” he said. “My management style encourages group participation; everyone should feel like they are a part of the process.”

Inclusion, he said, is key. And putting together a great magazine takes collaboration.

What does he believe the future holds for the magazine industry?

“If I knew the answer to that question, I'd be an extremely wealthy individual,” he jokes. “Obviously the Internet plays a large and important role in the future of magazines, and all media (for that matter) but it's still such a new medium.”

All he can do, he said, is be aware of the “changes that are happening in the industry” and to make sure that “I am part of those changes in a positive way.”

For those who are looking to break into the industry, his advice is simple: “Start at a smaller publication, where you can really learn the ins and outs.”

Smaller publications have smaller staffs. It is the best place for someone to get a lot of hands on experience and access.

And for those already in the industry, he suggests that you try and move around, “as much as possible.” At least every two years, he said.

“But if a better opportunity comes sooner, go for it. There are exceptions to every rule, but mobility generally promotes career growth,” he said. “Never make a lateral move unless it's a magazine with a larger circulation that will allow for more exposure.”

And be open to learning, at every stage in your career.

“I'm still learning,” he said. “Hopefully that process will never end.”

Profile written by Mashaun Simon, freelance writer.

 

Alfred Edmond
Senior Vice President & Editor-In-Chief
Black Enterprise.com

“I don’t connect with magazines,” said Alfred Edmond, Senior Vice President and Editor-In-Chief of Black Enterprise magazine.  “I connect with people in magazines.”

If you don’t believe him, go to Black Enterprise’s MySpace page and request friendship.   Instead of an automated “thank you” from the magazine loaded with subscription links and promotional copy, you will receive a personal message from Edmond himself, thanking you for your request. Go beyond that and send a message with a question regarding finance or wealth creation, and he will reply with a detailed answer to your inquiry.

“When I answer people’s questions on MySpace,” said Edmond, “lots of people respond with ‘Is it really you’? They don’t believe that the Editor-In-Chief has really taken time out to respond to their question.” 

It’s may be Edmond’s “big belief in the personal touch” that has garnered him much success over the years.  From his start at Black Enterprise magazine as an associate editor, through to 2000 when he was named to his current position, Edmond has climbed the masthead all the way to the very top of the editorial ladder.

Oddly enough, Edmond did not intend on a career in journalism.  A talented artist, Edmond graduated from Rutgers University in New Jersey in 1983 with a degree in studio art, a vocation he thought he would certainly pursuit after graduation. But a series of events during his tenure at Rutgers -including reluctantly accepting positions at his college newspaper as campus editor and editor-in-chief - gave him a change of heart.

“I believe that the year I ran the paper is when I received my calling to my profession,” said Edmond. “It was then that I realized what the power of media could be if we, people of color, took it seriously.”

Once he realized he wanted to lead a group of people to develop content that would help minority audiences without a voice, there was no turning back.  Edmond took no time in forging ahead with his journalism career.

And according to Edmond, he can’t take all the credit.  Forging ahead without someone to mentor and advise him as he navigated his career would have made getting to the top of that ladder unrealistic, and even impossible.  Noting the importance of mentorship as immeasurable, Edmond said he believes that lack of mentorship is a major contributing factor to the industry’s diversity issue. 

“Executives think they’ve done their job by just hiring minorities and letting them in the door,” said Edmond.  “Until executives get to the point where they say, ‘I’m not only going to hire an intern of color, but I am going to mentor, support and groom them just the way I would if this intern wasn’t a person of color’, things are not going to change.

“It’s an industry priority, but it’s not personal priority for the people who make hiring decisions,” Edmond continued. “Individuals, regular people, who are in these seats and have all the power over what the make up of a staff is going to look like need to decide how much trouble they are going to go through to find diverse people.”

To fight the powers that be, Edmond also says that minorities need to educate themselves in order to be considered for management positions.  While credentials and serious writing prowess are important, knowing the business of media is vital to upward advancement.

“The essence of editorial management is not the editorial,” said Edmond. “It’s the management.  You cannot climb the masthead by just being a good editor and reporter.

“This is a business and you’ve got to understand all parts of it.  No one is going to put you in charge of this thing that needs to make money if you don’t know how to make money.”

Edmond has proved that he surely knows the business. Under his editorial leadership, Black Enterprise raised its rate base from 500,000 to 525,000 in 2008, which, according to Edmond, is a feat that no other business book had accomplished since 2001. 

He hopes to stick around to accomplish more. For him, his executive role at BE is more than a means of affording some of life’s luxuries or putting food on the table. His work is a direct extension of his life’s mission to help African Americans achieve “real freedom.”

“I’m passionate about helping African Americans gain equity and society in the world,” said Edmond. “I don’t think there is an institution outside of BE that’s more important in getting that done. And I am right in the middle of it.”

Although Edmond has a wide range of interests and talents, including drawing and bodybuilding, he’s loving every moment spent at BE and plans to stay for a while.

“I’ve been here for 20 years and I feel like I just got here yesterday,” said Edmond excitedly. “I’m having a ball. I can’t get enough of this.”

Profile written by Akoto Ofori-Atta, freelance writer.

Jeff Chu
Senior Editor
Fast Company

Before the copy of that awesome story in your favorite magazine finds itself sandwiched between those beautiful glossy pages and your anxious hands, it passes through many others in order that you, the reader, can enjoy it enough to actually coin the story awesome. At some point, between the author's hand-off and the printing press, your most "digged" story of the month was meticulously perused and made error-proof by an editor.

Yes. An editor. And it may not be fair that the writer gets the glory and the readers' affections when it's the editor who makes it super reader-ready. But Jeff Chu, Senior Editor of Fast Company magazine doesn't mind not being in the limelight. In fact, the behind-the-scenes nature of his gig seems to perfectly suit his introversive style. 

"I love writing and reporting," said Chu. "And I think it's good for editors to not forget what it's like to report, but I do love my job as an editor."

Chu started his magazine career as an intern for Time magazine's new European Web site. It was fairly new, so in no time he was named the first Web producer of the site. 

"I really didn't know a thing about html coding," Chu jokes.

After graduating with a degree in Political Science from Princeton University, he stayed with Time for seven years, where he was stationed in London for five. He notes that his experiences as a reporter with Time are invaluable.

"While I was at Time, I got to go backpacking in Zimbabwe to hang out with two dissident musicians," Chu fondly recalls.

After a stint at Conde Nast's Portfolio, Chu came to Fast Company.  Chu admits that although part of the lure to leave Time for Portfolio was the widespread notion that Portfolio would be the last major debut of a print magazine, he said he believes that print magazines are not going anywhere. 

"Economics are changing and the magazine business isn't what it was a year ago," said Chu. "We have to be more nimble. I'm not one of those doomsday prophets that think all magazines will be shut down next year. There will always be a market."

And as long as there is a market, the industry will have to recruit talent to serve it. While many magazine professionals note various reasons why the industry continues to struggle with diversity, Chu said he believes that part of the problem stems from a two-fold socioeconomic issue.

“Entry level jobs don't pay very well,” said Chu, and he believes low-paying jobs make it difficult to attract a diverse group of individuals to the industry.  “You’re only going to be able to attract upper-class white kids who parents can afford to subsidize their West Village apartment.”

Chu also notes the second socioeconomic issue as family pressure. According to Chu, traditionally in the Asian community, there isn’t a huge push for kids to go into creative industries. 

“I think parents to want to encourage their children to have more stable careers and creative industries aren’t necessarily seen as stable,” said Chu. 

He recalls his family’s response to his desire to pursuit journalism.  “My uncle said ‘You’re wasting your brain, you should become a stockbroker.’” 

In addition, Chu thinks that editors need to be more away to the issues of diversity. 

“If it’s traditionally been an ‘Old Boys’ network, it’s hard to break out of that mindset,” Chu said.  “It's hard to understand the benefits of a diverse staff when you've never had it before.”

But if one can get past the hurdles, Chu believes that a journalism career can be rewarding.  In addition to having a passion for reading, a desire to tell stories and an immeasurable curiosity, Chu says there is one more thing that magazine hopefuls should keep in mind as they pursuit a writing career.

“You can't be materialistic in the beginning you can't afford to be,” Chu jokes.
 
Five years from now, Chu hopes to still be in the magazine business, having edited many more different kinds of stories.  But further down the line, he hopes his experiences as a writer would have prepared him for another goal of his-teaching.

“I want to teach writing in an urban inner-city high school,” said Chu.

“If one of my students ended up working at a magazine and telling great stories, that would be more success than I could ever ask for.”

Profile written by Akoto Ofori-Atta, freelance writer.

Diane Jones Randall
Editorial Director, Pregnancy &
Parenting Channel and Love Channel
iVillage.com

As Editorial Director of the Pregnancy & Parenting Channel and the Love Channel at iVillage.com, Diane Jones Randall makes use of the foundation she obtained from her time in the magazine industry. As the leading online site for women, iVillage is not a traditional women's magazine, yet what she does there and the purpose it serves is often the same.

At iVillage, Randall develops online content designed to drive traffic and increase user engagement while providing savvy moms with the latest parenting information, from the tools they need to the products they must have. As Editorial Director, Diane launched and regularly engages in conversation on “The Daily Mom”, uniting a diverse group of bloggers and allowing real women to join the conversation to share what’s affecting their families -- from trying to conceive and expecting to parent a baby, toddler, tween or teen. Diane also works to expand upon the conversations on the site, developing editorial stories around the topics that mean the most to today’s women.

Before all of this, Randall had studied accounting in college – influenced primarily by the stability of the field and the fact that her father was an accountant.

“My parents often spoke of the importance of doing something that would provide you with security,” she said. But she wanted to be a writer. “Writing was my passion.”

When her grades began to slip in her accounting classes, her parents took notice. They wanted her to be happy and preferred to see her do well at something she was passionate about – even if it didn’t come with the promise of stability. “Do what you love,” they told her. “Success will follow.” So she did.  

The following semester at Queens College, she changed her major to English Writing. In her junior year, she was chosen for an ASME internship at Reader’s Digest. After earning her MS in journalism at Columbia, she was hired at Reader’s Digest, and as she developed in her career as a researcher and editor, she built an understanding of the kind of information people want.

Today, she said, she applies what she learned in magazines to the web. “It’s all about reaching out to women and producing for them,” she said.

Even though she is no longer officially “in magazines” and is now a “web person,” she has a unique take on the industry. She loves the world of interactive tools, similar to those she creates for iVillage – and she sees a future in which magazine readers and web users alike rely on those tools as part of their everyday existence.  

Being that almost every publication, she said, has an online presence, she believes that everyone is now placing a lot of focus on them. When she was at Reader’s Digest she said it was “very important to be able to provide content on the web that we could not provide in print.”

“On the web we have an ability to put things up quickly.” she said. “We can react to news and trends immediately. And technology has evolved so much, it’s almost impossible to predict where things are going. We can only imagine. And that’s always fun to do.”

As for diversity, she said it is such a front and center issue.

“I’m proud of this industry. Things are better than they were 10 to 15 years ago,” she said. “The industry is on the right path but, as in everything, there’s always room for improvement.”

Profile written by Mashaun Simon, freelance writer.

Grant Son
Vice President, Consumer Marketing
Time, Inc.

Evolution, according to Grant Son, is what is most important in order to have continued success in the magazine industry.

As vice president of Consumer Marketing at Time, Inc. it is safe to say he would know. His job is to manage the Agency Marketing subscription business for the Time Inc. family of magazines, as well as the American Express magazines.

Son’s group manages subscription volumes in the several millions, across a number of different direct marketing channels and with dozens of third party marketing companies.
 
His interest in magazines started while attending the University of Pennsylvania.

“I sold advertising space for the college newspaper and studied advertising and marketing,” he said.

Magazines, for him, represented something unique.

“I still believe that magazines represent the best of traditional media,” he said. “Magazines have the unique balance of portability, relevance, credibility and of course the power of pictures.”

He worked at Young & Rubicam as a summer intern prior to his senior year at Penn. After graduation he joined Time Inc.

Evolution starts with serving consumers across various platforms, according to Son.

“We have to continue doing a good job with our magazine brands,” he said. “Magazine publishers are becoming smarter with regard to integrating the print content with other sources of media, including online.”

However, he believes the other sources of media only compliment, not replace, the print product of the magazine industry.

And while progress has been good, he said, there is still room for improvement -- not just in product branding, but also in the area of staff evolution – i.e. workplace diversity.

He reports that there is awareness and interest, not just at Time Inc. but also within other publishing companies.

There is a commitment to “improve the existing landscape with regard to diversity.”

“Content audits as well as staffing audits to compare the composition of our workforce and how we present our content are good ways to measure and compare how a magazine matches up against readership.”

Industries change, companies evolve, and markets go up and down, said Son. That is something he has learned since joining the industry right out of college.

“You have to be part of the change and create new opportunities,” he said advising those looking to break into the industry to find a place to work that influences growth.

“Let that be a place that is open to change and wants to evolve,” he said. “Find a company that will invest in you.”

And make a difference, he said, in your personal and professional life -- make a difference.

Profile written by Mashaun Simon, freelance writer.

 

Stephanie Mehta
Global Editor
FORTUNE Magazine

There is so much more to Stephanie Mehta than being Global Editor of FORTUNE Magazine.

She is a mother (which she believes is her other fulltime job), as well as the daughter of a mother from the Philippines and a father from India, and an older sister. And to top it all off, she is an advocate for other Asian American journalists.

However, because her work is so demanding, she considers it to be a large part of who she is.

Mehta oversees international coverage for Fortune’s US, Europe and Asia editions. In early 2008, Mehta became the Global Editor of FORTUNE after spending about 10 years as a writer for the magazine, covering telecommunications, media and technology.

The opportunity to be where she is now was not sought after. As a matter-of-fact, the job sort of materialized at the same time she felt herself wanting to do more.

She said she wanted to take her professional journey to the next step and felt it was time for a change. And as fate would have it, she was approached about the job.

“I remember saying to myself at the time, ‘If I don’t take this opportunity and someone else does, I would regret that decision.’”

She believes that conversations are very important in this industry. They are how those looking to get into the industry become successful, and those looking to move about get to do the same.

“Speaking to people in the business and making your desires known can be very beneficial,” she said. “It is the only way people know that you want to do more when you feel like you want more.”

She has always been a huge fan of magazines, she said, calling herself a veracious reader.

“My whole life magazines were around my house. I remember rushing home on Mondays or Tuesdays to read the New Yorker because I knew it would be in the mailbox.”

So when it came time to contemplate her career, she pulled on her lifelong passion for the product.

She has seen the product evolve. And she believes that there is still much evolution to take place.

“Clearly multimedia and online will be an important part,” she said. “But I hope that there will always be a place for the long-form of journalism.”

She said readers may not want to read long-form journalism online, which is why FORTUNE.COM is committed to making the site more newsy and interactive. But as long as there are delays in our airports, “People will have to have something to do while waiting for their plane,” she jokes.

She also believes that we should always strive for better and for more; especially in the area of diversity.

“I have been pretty impressed thus far with the current initiatives,” she said. “The industry has its eyes and ears open. It is receptive to improving diversity content and staff.”

There are positive signs, and as magazines become more international she sees diversity having an impact on business in such a way that it will become even more necessary.

“There will be diversity of opinions and perspectives,” she said, “Which will have an effect on staff and content.”

Profile written by Mashaun Simon, freelance writer.