how a print magazine becomes a media brand at dps, 9/19/14

HOW A PRINT MAGAZINEBECOMES A MEDIA BRAND

Cheryl Mayberry McKissackCOO, Johnson Publishing Co.

President, JPC Digital

What Are You Selling and Why?

What Problem Are You Solving For?

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Innovate or Die!!!

Innovate or Die!!!

JPC has three iconic American brands primarily targeted to the African American market: EBONY, JET, and Fashion Fair Cosmetics. John H. Johnson was a true pioneer who highlighted the middle class African-American market to the advertising community. This created the first opportunity for advertisers to

target this growing market in the United States. Black media was the brainchild of Mr. Johnson. These media products, with the right platform, can clearly play an increasingly integral role in connecting African American consumers to interested clients.

HISTORY

•1942, John H. Johnson and Eunice Johnson co-founded JPC.

•1945, John H. Johnson founded EBONY Magazine.

•1951, John H. Johnson founded JET Magazine, which became an early chronicler of the civil rights movement.

•1958, The Johnsons created the EBONY Fashion Fair Show.

•1973, The Johnsons launched Fashion Fair Cosmetics.

•1982, John H. Johnson becomes the first African-American to appear on the Forbes 400 list.

•1996, John H. Johnson received the Presidential Medal of Freedom.

•2005, John H. Johnson passes away.

•2010, Eunice Johnson passes away; Linda Johnson Rice becomes Chairman.

•2010, Desiree Rogers becomes CEO.

1940’s 1950’s 1960’s 1970’s 1980’s 1990’s 2000’s

JPC Digital has embarked on an aggressive roadmap to grow digital audience and drive engagement with that audience through a variety of key product development, launch and partnership initiatives.

JPC DIGITAL ROADMAP

Embarked on strategic partnerships: •White House• Major PR firm•Gaming• Major Ad Firm

Launch EBONYJETShop.com, an eCommerce destination for physical and digital merchandise from JPC (September/October 2014)•EBONY Collection•EBONY Moments

Launching additional digital apps and channels

Enable broadcast, streaming and licensing rights to signature events like the EBONY Fashion Fair Show

2012 2013 2014 2015

Launched EBONY.com

Launched JETMag.com Ended print publication of

JET magazine and launched JET App Magazine

Launched EBONY Moments

Launched EBONY Collection

Shopping broadcast and streaming rights for EBONY Power 100

Increased focus on finance and health categories

Q & A