Sixty-three years ago JET magazine was born and eventually became a staple in African American homes across the nation. Delivered weekly, the pocket-sized magazine carried photos and stories spotlighting the latest, from updates on the civil rights movement to African-American entrepreneurs and entertainers.<\/p>\n
In the black community some quipped that you hadn’t “made it” until you made it into the pages of Jet.<\/p>\n
“I’ve been reading it since I was a little girl, and we still read it,” said Valerie Gardenhire, 50, who was in Chicago from out of town for a birthday celebration. Johnson Publishing Company (JPC), publisher of Jet is based in Chicago.<\/p>\n
In June, JPC made a strategic leap, eliminating its print product to focus its efforts online. JPC launched the storied magazine as an app dubbed Jet Digital.<\/p>\n
“To continue to go the path they were going with a print product in this day and age [it] wasn’t going to survive, in my opinion,” said Mira Lowe, a former editor-in-chief of JET. Lowe oversaw the print publication\u2019s redesign in 2009 and also led the transition of breaking JET\u2019s website off from Ebony to create its own online presence.<\/p>\n
She said this is a challenge not just for the black press, but for all publications. Lowe said that Jet should “not be beholden to legacy, but try to advance it.”<\/p>\n
Although JET has a broad readership of more than 7 million readers worldwide, this transition risks alienating long-time readers.<\/p>\n
“I still like to sit down and have my tea, and would preferably like [JET] in a magazine form,” said 43-year-old Rhonda McCain, who said she\u2019s been reading it for decades.<\/p>\n
For younger audiences, content will be the determining factor. Mackenzie Dickens says he doesn\u2019t care what form the publication’s in as long he likes what he reads.<\/p>\n
“I think a lot of times younger generations swing multicultural,” Dickens said. “Honestly, I don’t know what it’ll take to make me read [JET]… just keep the information coming and make sure it’s good.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
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