Essay 446

Ebony may not be in the Black after all. The Audit Bureau of Circulations reported the magazine’s circulation was 1.49 million. Johnson Publishing Co. had promised advertisers an audience of 1.6 million during the second half of 2005. Plus, the magazine also revised its numbers down for 2003 and 2004. Now Ebony could be forced to pay about $15.7 million in rebates. The magazine has experienced a decline in newsstand sales, despite a redesign in 2003. Critics insist Ebony has diminishing appeal to younger readers. “It’s a classic magazine, but the kids want new… I think it still looks dated,” said Hermene Hartman, publisher of Black titles N’Digo and Savoy. Uh, Hartman needs to take a closer look at her own stuff. That’s like Rue McClanahan calling Estelle Getty an old lady.