The Color of the Magazine Industry

Folio: The Magazine for Magazine Management, May 1, 2004 by Susan Thea Posnock

But it's not enough for diversity to be ghettoized in ethnic publications, says Visconti. Vibe's Gibbs agrees. Although his publication features many Black artists, he says it was never positioned as an African American magazine; it's multicultural. The diversity on the staff benefits Vibe on all levels, he says, because "it breeds ingenuity and creativity." The diverse staff also gives the magazine more credibility because the folks at Vibe are living the culture, not just writing about it or trying to sell it. Vibe's ad pages and revenues rose 8 percent and 19 percent from 2002 to 2003, respectively.

NEW INITIATIVES

Meanwhile, the MPA is looking to hire a full-time director of diversity. In the past, diversity was part of another position. "It's a reflection of what the country is and where it's going," says MPA president Nina Link. In addition to programs that are already in place - a diversity Website, a recruitment video to reach minorities and outreach programs to schools - Link says the director of diversity will be overseeing new initiatives, including mentoring programs, an internship program and affinity groups geared toward minorities. "Advertisers have made the business case for the need to have a diverse marketing strategy," she says. "So it isn't just the right thing to do, it's the smart thing to do."