The Recession's Effect on Urban Journalism- AND Why It Matters.

He who hasn’t felt the greedy hands of America’s latest recession tugging at his pant pocket must certainly live under a rock. As the nation struggles to move forward and President Obama strains to bring the nation back to its comfort zone, no one person has been left unharmed by this economic shock. Millions have lost their jobs, homes, and bank savings. Businesses that may have appeared stable no longer exist and schools are experiencing severe budget cuts. As headlines burst with possible solutions and frantic concerns, another great American institution silently struggles to remain significant. Urban journalism.
Feet up on his desk, as he leans back in his chair, Datwon Thomas is starting to get annoyed. In his relaxed and familiar office, the Editor-in-Chief of XXL Magazine doesn’t understand why it has become such a challenge to book this artist, whose people he is on the phone with, for an upcoming cover. Working with the magazine since the late ‘90s, Thomas is fully aware of the importance of booking the right cover to please his readers, mostly African American men. Any other time, Thomas’ composed turned confrontational tone may have been looked down upon, but not today. This avid aggression is admirable, and almost symbolic, as he fights for the betterment of his magazine, something many other Editors-in-Chief are quickly losing the opportunity to do.
While magazines of all genres are feeling the effects of the recession, Thomas can’t help but to feel a twinge regarding the loss of many of his fellow urban publications.
“I feel like we finally got to this beautiful place where there were a bunch of options for you to choose from on the urban side because mainstream never really spoke about the urban struggle or the urban existence and how they were winning,” says Thomas. “We had to document that ourselves and get them aboard. […] It’s just sad to see what’s happening.”
One of the first major indications of what would quickly become the fight to keep these Hip Hop, lifestyle, and fashion magazines alive was the folding of Blender Magazine last month. According to the Magazine Publishers of America, ad revenue sank 31% last year and another 57% from January to March of this year. There was also an 8% decrease in paid subscriptions and 18% decrease in newsstand sales. Created in 2001, Blender, which had a successful run, folded with 768,000 subscribers.
Vibe Magazine’s ad revenue from January through March of 2008 and 2009 has gone from $18,099,518 to $10,762,770, with Ebony Magazine close behind jumping from $13,645,649 to $9,484,428, and Essence Magazine going from $25,136,566 to $23,407,814.
No stranger to loss in ad revenue, Thomas saw one of his creations, King Magazine fold last month. Thomas, who was aware of the negative connotations of urban magazines, was careful in 2001 to create a magazine for his readers, not one that would stigmatize them.
“It resonated with the people, it spoke to a certain audience that embraced and looked at it as the leader in its field,” he explains, “Regardless of if people only want to look at it as the “girl book”. It definitely had more to it than that if you took the time to check it out. I think it was successful for so many years without a whole lot of support, promotion-wise, because it was for the people that wanted it.”
Artists and every day listeners alike feel the same about magazines specific to their interests, interests not always paid attention to, no longer existing.
“Urban magazines are important because they are a source of entertainment and a sense of pride,” says Christopher Ramoo, a Hip Hop fanatic. “You can idolize someone that looks like you- instead of the normal “All-American”.
With Blender gone and King on its final issue, the uneasiness of remaining economically stable develops into that of being musically and culturally secure as well.
Audio engineer Dalila Navarro understands the importance of these magazines to the preservation of Hip Hop on an international level explaining that, “While our music has infiltrated mainstream America and other markets globally, it is not fully accepted. Without urban magazines to support Hip Hop, we’d lose an incredibly important tool.”
Twitter user ShawndavidATL sees a racial dilemma expressing that, “If they fold, we will no longer have representation for all people of color.
On the opposite side of the spectrum are those who seem relieved at the thought of there being little to no urban magazines, writing them off as negligible in today’s society.
“Majority of the urban magazines inform you of nothing but the hottest music in their opinion and booty shakers. So to be quite honest, it never mattered that they existed and it matters even less that they are folding,” explains Bronx Community College student Charlyn Willis.
Similar to the music and lifestyle this branch of media supports, publications like Vibe or Giant Magazine are constantly discredited for their impact on the population. Amidst the accomplishments in urban culture that these magazines have passionately covered lies a disappointment in many who can’t help but see it all as a form of exploitation.
“They set a bad example for the youth and Black men,” says Jon Alonzia, an aspiring actor from Brooklyn, N.Y. “Not everything is bad in these magazines, but it doesn’t show a lot of the more important things in life. They mostly focus on the little things that cost big money.”
Still, Thomas doesn’t cite the decline in urban magazine sales to disapproval or recent lack of interest. “I just can’t see black people not wanting to be interested in their culture. It’s in their scope of the urban world. The numbers were still high,” he says, referring to King. Understanding that some magazines have opted to keep up with the times by downsizing on printed issues and focusing on their websites, Thomas disregards this as being crucial to the decrease in sales. Opting to take the authentic route, Thomas says, “We do have the Internet and everyone can go on there, but for some reason, I guess because of time, we’ve all become accustomed to reading things that are tangible, that you can hold and that record history.”
Rapper Shawn Chrystopher from Inglewood, California agrees, “The people who write are actual journalists who are held responsible to what they print, so it’s a lot more credible. Anyone can start a blog and can post whatever they want and really have no one to answer to. Plus it’s great to have something tangible.”
While ad revenue percentages for both King and XXL are currently unavailable, King’s last audit shows circulation figures of 175,000 copies for a publication that once reached 275,000 copies. XXL usually tops over 300,000 copies, but the last audit shows them at 205,000.
The numbers may have decreased, but it is obvious that the interest and importance of urban reporting is alive. It has taken a while for urban publications to reach this point, and that they’re all at risk of folding is something to keep track of.
In his office, Thomas, openly analytical about this insecure period, manages to remain levelheaded. “You kinda have to feel it out. No one’s ever been in this situation before.”
Clearly affected by the demise of King Magazine and the new strain on all publications, Thomas, sitting in front of a lengthy row of previous XXL and King issues, stays confident when thinking of the future. “Do I think XXL will go away any time soon? I wouldn’t bet on it. I think the brand is still very relevant and important, and it still does well for the company.”

Finished my Urban Journalism final =)

-franso