2017 MEDIA KIT
MISSION
STATEMENT
EBONY is the number one source for an
authoritative perspective on the AfricanAmerican community. EBONY reflects the
cross-section of Black America as delivered by
our best thinkers, our trendsetters, our activists,
celebrities and next-generation leaders.
EBONY ignites conversation, promotes
empowerment and celebrates aspiration. We
are the heart, soul and pulse of Black America
and a catalyst for reflection and progression.
2017 MEDIA KIT
MEET OUR
Editor-in-Chief
Kierna Mayo (@KiernaMayo, Twitter/IG) serves as Editor-in-Chief,
VP, Digital Content. In addition to defining the overall editorial
direction for EBONY, this role is responsible for maintaining the tonal
and aesthetic consistency of the EBONY brand across all platforms.
“When a magazine changes editorship and embarks on new
editorial and creative direction, one of the first discussions is about
covers. We have a distinct advantage here at EBONY because we’ve
been doing this for 70 years,” says Mayo. “In strategizing about
what EBONY needs today, it’s clear that it is time to return to the
maverick spirit that gave us our wings in the beginning. We don’t need
permission to be daring. Get ready for a new EBONY—smart,
modern, forward and totally fresh for a new generation.”
Mayo joined the Johnson Publishing family in 2011 as
Editorial Director and led the brand architecture for the re-imagining of
EBONY online. Mayo spearheaded the site’s development from
concept and wireframes to reality, and was responsible for staffing
across all verticals and departments.
Following the launch of EBONY.com, Ad Age listed EBONY as a
2012 “magazine brand to watch.” EBONY.com was named a “Best
Digital Magazine” finalist in the MIN/FOLIO 2013 Best of the Web
Awards as well as a “Salute to Excellence” NABJ 2013 digital finalist
and winner.
Mayo began her career in the ‘90’s as an early “hip-hop
journalist” exploring gender issues within the art form. She later
catapulted to co-creator and founding Editor-in-Chief of the
2017 MEDIA KIT
ground breaking Honey magazine. Her writings have appeared
in newspapers, academic texts and multiple books
including And It Don’t Stop: The Best
American Hip
Hop Journalism of the Last 25 Years. For over two
decades, Mayo has covered race, women and culture for leading
national publications including Essence, Vibe, and Marie Claire
among others. Prior to joining JPC, she was a creative consultant for
Black Entertainment Television/Viacom, Editorial Director of Tyra.
com, and Senior Editor of CosmoGirl, a Hearst Publication. She is a
graduate of Hampton University.
EDITORIAL
2017 MEDIA KIT
EDITORIAL INTENT
EBONY is the magazine of record for the African-American
community. As the largest Black publication in the country, it is the
definitive chronicler of our achievements, providing an intimate view
into the minds and lifestyles of the most admired and influential
people across the African diaspora in America and around the world.
EBONY not only represents the absolute best of Black
America—our most powerful thinkers, most creative artists, and
2017 MEDIA KIT
finest achievements—but the brand also takes a stand for our people.
EBONY consistently protects and defends our readers by highlighting
the community’s most crucial issues, enabling African-Americans to
take action around issues that disproportionately affect them,
by offering examples of success along with tools for consumers to
achieve their goals.
Engagement with Publication (Top 2 Box %)
61
61
56
54
52
Index
109
Index
117
I trust the articles in this
I trust the articles in
publication.
this publication.
There is a meaningful
There is a meaningful
difference between this
difference between this
publication and others.
publication and others.
2017MEDIA KIT
51
44
Index
113
EBONY
EDITORIAL
AFFINITY
48
Index
116
This publication is a must I frequently discuss with
This publication is a
I frequently discuss with
read for me.
others what I have read in
must read for me.
others what I have read
this publication.
in this publication.
All Magazines
Source: MRI Starch (1H 2015)
EBONY readers strongly believe that there
is a clear difference between this magazine
and others in the marketplace, and they
consider EBONY ‘a must read’.
EBONY Editorial
EBONYComposition
Editorial Composition
14.8%
20.7%
Entertainment/Celebrity
2.7%
Fashion
Culture/General Interest
4.6%
Self Help/Relationships
Beauty & Grooming
4.7%
Health/Medical Science
13.5%
Travel/Transportation
Business & Industry
4.8%
Food & Nutrition
Sports/Recreation/Hobby
5.4%
Miscellaneous/Other
12.7%
7.1%
9.0%
EDITORIAL
DIVERSITY
2017 MEDIA KIT
Source: MA-Focus Media Reports
formerly Hall’s Magazine Reports
(January to July 2015)
EBONY is edited to appeal to the diverse interests and needs
of the African-American community. As such, the magazine
touches on a broad array of topics ranging from Fashion to
Food and from Health to Home Furnishings.
However, over half of the magazine’s editorial pages are
devoted to Entertainment, Fashion, Self Help, Culture,
and Beauty.
EDITORIAL REGULAR FEATURES
RADAR
STYLE
ELEVATE
Politics, arts &
culture, technology,
people and sports
Fashion, beauty,
tastemakers, trends
and street style
Mind, body, spirit,
wellness, health,
coaching and spirituality
Elevate
wellness | spirituality
EditEd By
mariEllE BoBo
EditEd By
a l i ya S . k i n g
fashion | beauty | grooming
The
EditEd
B y tomika
andErson
M a k e u p : R i c k y W i l s o n f o R D i o R B e a u t y u s i n g D i o R s k i n s ta R ; H a i R : n o ë l n e W y o R k / k e n B a R B o z a . c o M ; n a i l s : t R a c y l e e f o R a R t D e p a R t M e n t u s i n g D i o R v e n i s ;
M o D e l s : g a l a x i a at W i l H e l M i n a M o D e l s ; M e R o n at R e D M o D e l s ; s t y l e a s s i s ta n t s : t i a R a o t t l e y a n D a s at o u s o H n a
spotlight on
Baller
Status
taking a leap of
faith, athlete-turnedactor stephen bishop
finally scores big
I
B y n a jja pa r k e r
B en j o A rwAs
n college, Stephen Bishop’s
drama professor pulled him
aside after class one day
with this advice: “I really
want you to think about
acting for a living. You’re
gifted,” recalls the University of California at Riverside alum. But
with an offer from the Atlanta Braves on
the table, the athlete pursued a professional baseball career instead.
Bishop stored the suggestion in his
memory bank, and when his major league
dreams didn’t pan out as planned, he
heeded his teacher’s counsel.
february 2015
e b o n y . c o m 23
0215_Radar_OPENER copy.indd 23
Destination:
ChiC
By marielle bobo
This season, designers pulled from a range of global
influences that will inspire you to get out and see the
world. Grab your bestie, book a trip somewhere glamorous, then start packing! add a dash of jet set to your
fashion and beauty repertoire with looks inspired by our
favorite retreats. here’s your go-to guide on how to turn
heads no matter where your travels may take you.
How to Let Go
Ending any rElationship isn’t Easy. But if somEonE—
or somEthing—you lovE is no longEr good for you,
moving on may BE thE BEst option. find out how.
Left: Rosie assoulin
top and pants;
McM luggage
Right: Rosie assoulin
top and skirt; salvatore
ferragamo sandals
B y ta m a r a E . H o l m E s
Live
Photographs by andrew zaeh
1/2/15 3:46 PM
june 2015
e b o n y. c o m 35
0615_Style_1_Opener copy.indd 35
Achieve
Illustrations by sari coHEn
m ay 2 0 1 5
e b o n y . c o m 61
b u s i n e s s | w e a lt h c r e at i o n
4/27/15 3:59 PM 0515_Elevate_1_Opener copy.indd 61
hom e | ta st e | t r av e l
After A short And relAtively
peAceful courtship with a member of his church, early Jackson, then
a 23-year-old up-and-coming assistant pastor in philadelphia, knew tying the knot was the next logical step.
so he proposed and later married his
girlfriend of less than a year.
L OV E A N D R E L AT IONS H I PS
3/25/15 6:47 PM
EDITED BY S. TIA BROWN
EditEd By
S. tia Brown
EditEd By
a l i ya s . k i n g
Ranguana
caye in belize
is known for
its beautiful
waters and its
quietude.
Heavenly
Hideaways
It Finally
Clicked
Want some peace and quiet on
your next vacation outing? check out
these inviting, isolated escapes.
By kym allison backer
D a n i ta D e l i m o n t / a l a m y
Have you cHecked out wHat tHe Internet Is sayIng about you?
see How a few strokes of tHe keyboard can cHange your lIfe.
Ranguana Caye, Belize
if you’re one of the many american globetrotters who’ve beheld
Belize’s lush natural beauty, you may have already sailed over to
Ranguana Caye, less than a mile from the Barrier Reef. if not, put the
scenic, two-acre private island on your list—stat. the locale’s three
lovely cabanas feature private terraces complete with hammocks,
restaurant service and world-class snorkeling.
B y G E O R G E JA M E S , L M F T
LIVE
Home, food, travel
and entertaining
2017 MEDIA KIT
THERE’S A BIG DIFFERENCE
BETWEEN THROWING A GREAT
WEDDING AND PREPARING FOR
A LONG-LASTING MARRIAGE
By m i C H a e L J. F e e n eY
july 2015
0715_LIVE_1_Travel copy.indd 51
Altar
Egos
e b o n y . c o m 51
I l l u s t r a t i o n s b y m a r i o wa g n e r
0515_ACHIEVE_Opener copy.indd 79
6/1/15 3:12 PM
m ay 2 0 1 5
e b o n y . c o m 79
Illustrations by SA M K A L DA - F O L I O A RT
ACHIEVE
Portraits of successful people and
financial advice
3/30/15 10:22 AM
JUNE 2015
CONNECT
0615_Connect_1_Opener copy.indd 71
Love and
relationships
E B O N Y . C O M 71
4/23/15 1:46 PM
AUDIENCE
2017MEDIA KIT
AUDIENCE
SNAPSHOT
PSYCHOGRAPHIC
SNAPSHOT
More African-American adults will read EBONY this
year than will watch the Oscars, Grammys, Emmys,
and NBA Finals.
EBONY appeals to African Americans who highly value their ethnic
and racial heritage. Our EBONY readers embrace their “Blackness”
as a source of pride and distinction; it is a key definer of who they are
and how they see themselves in the world.
EBONY readers are ambitious, optimistic, progressive, socially
responsible and vocal advocates for truth, social justice and
learning. They like to be informed, and they are engaged in the
issues and stories that impact the Black community. These
conscious consumers are hungry to make a difference. They
are focused on moving themselves, their families, and their
community forward and are open to experiencing new things,
people and products that will assist them in their quest to do so.
EBONY readers are diverse. The magazine delivers AfricanAmerican adults, women, men, teens, parents, professionals,
household heads and affluents, among a myriad of other demographic and lifestyle segments. The magazine’s size and scale
reaches more of these African-Americans than vehicles that actively
target these niches. EBONY is successful in bringing these diverse
groups together because the magazine speaks to a mindset—a
psychographic, not a demographic.
2017 MEDIA KIT
DEMOGRAPHIC
SNAPSHOT
GENDER
Women
Men
AGE
Age 18-34
Age 35-49
Age 50-64
Age 65+
MEDIA TARGET
Adults Age 21+
Adults Age 18 - 49
Adults Age 25 - 54
Women Age 18 - 49
Women Age 25 - 54
Men Age 18 - 49
Men Age 25 - 54
HOUSEHOLD INCOME
$100,000+
$75,000+
$60,000+
$50,000+
HOUSING
Own Home
Rent/Live Rent Free
EDUCATION
Attended/Graduated College
Received College Degree (Bachelor's or Higher)
Received Graduate Degree
GEOGRAPHY
County Size A or B
South (Census Region)
Northeast (Census Region)
Midwest (Census Region)
EMPLOYED
Employed (Full or Part Time)
Employed (Full Time)
Retired
MARTIAL STATUS
Married
Not Married
Never Married (Single)
CHILDREN
Parent/Guardian of a Child
1+ Children in Household
OTHER
African-American
Baptist
College Student
2017 MEDIA KIT
Composition % of
Adult Readers
70.4%
29.6%
21.0%
21.9%
34.0%
23.0%
94.5%
42.9%
45.3%
30.4%
33.7%
12.5%
11.6%
18.6%
30.6%
37.3%
45.5%
53.9%
46.1%
58.3%
24.1%
10.0%
80.8%
56.5%
17.8%
15.8%
51.9%
38.7%
24.1%
29.4%
70.6%
40.3%
56.9%
38.9%
84.3%
41.0%
12.5%
Source: Experian
Simmons (Winter
2016 Study)
Based on Average
Issue Audience
CIRCULATION
SNAPSHOT
Rate Base:
1,250,000
Circulation:
1,274,877
Subscription:95.9%
Newsstand:4.1%
Source: Alliance for Audited Media (Formerly
Known As Audit Bureau of Circulations) [2H 2015]
2017 MEDIA KIT
EDITORIAL
CALENDAR
2016 MEDIA KIT
FEATURES/THEMES
February (Black History/Black Future/Black Love)
Black History Month Special; EBONY’s Most Eligible
Bachelors; In My Lifetime: Celebrities, Notables, Activists Reflect on History Made in Their Lifetimes; Hungry
for History Round-up of Forgotten Soul Food Creators;
Experiential: Hungry for History
March (Women Up)
Ladies First: Young Women Who Got Next; Sheroes: A Look Back at History’s Greatest Influencers;
EBONY Most Eligible Bachelorettes; Spring Makeovers
from the Stoop to the Front Lawn to the Living Room;
Experiential: Women Up
April/May (Travel Issue/Foodie Fantasy)
The Road Less Traveled: Places Black Folks Need to Go
to Find US; The ONLY Mother’s Day Gift Guide You Need;
Summer “Black” busters; Family Reunion Planning
Guide; Haute Hair Guide No Matter Your Style (Natural,
Pressed, Permed…We Got You!)
July/August (Black Wealth)
Get in on the Ground Floor: Most Lucrative Investment
Opportunities; Goal Oriented: Athletes Leveraging
Wealth to Give Back in Big Ways; Arts & Culture Guide:
See, Do, Experiences around the Country
September (Back to School/Fashion)
2017 HBCU Campus Queens Feature; 2017
Beauty & Grooming Awards; Back-to-School Guide;
Higher Learning: A Look at HBCUs Financial Present and Future; Fade to Black: Must-see Fall TV;
Experiential: Beauty Influencer Event
October/November (Technology/Men’s Issue)
Ride Out: Automobile Guide for Any Budget; State-of-the-Black Man Report; The Upload: Technology Titans; Go, Go Gadget Guide;
Experiential: Manifest & HBCU Campus Queens
December/January (Power Issue/Black Hollywood)
Annual EBONY Power 100 List; Holiday Gift Guide:
June (Black Music Month)
Splurge, Save, Skip; Get Yours: The Real Deal About How
Coolest Black Father Contest Results; Father’s Day to Make 2018 YOUR Year, According to Entrepreneurial
Gift Guide; Road-tripping with Dad; Top Black Bar- Experts; New Year’s Eve Fashion and Beauty Special;
becue Businesses; Hottest Musical Acts of 2016; Experiential: Power 100
Experiential: Taste of EBONY
2017
MEDIA KIT
EBONY CLOSE DATES
MAGAZINE ADVERTISING
Issue
On Sale
Space
Materials
February
1/17/17
12/2/16
12/7/16
March
2/21/17
1/6/17
1/11/17
April/May
3/28/17
2/10/17
2/14/17
June
5/23/17
4/7/17
4/12/17
July/August
7/4/17
5/19/17
5/24/17
September
8/22/17
7/7/17
7/12/17
October/November
9/26/17
8/11/17
8/16/17
December/January ‘18
11/21/17
10/6/17
10/11/17
2017
MEDIA KIT
PERFORMANCE
2017 MEDIA KIT
Ad Receptivity Index
(EBONY Versus All Magazines)
118
118
Source: MRI Starch (1H 2015)
115
Theads
ads
in this
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publication
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sources of
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of new
new
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information.
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publicationWhenWhen
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AD RECEPTIVE
2017 MEDIA KIT
114
EBONY readers believe the ads presented in
the magazine, they view the ads as part of the
magazine’s content, and use the ads to help
steer their purchase decisions.
Noted Scores by Category
61
ALL ADS
53
73
Sweets and Snacks
62
67
Restaurants
57
67
Auto
55
67
Personal Hygiene
54
66
Department Stores
60
61
Hair Care Products
52
61
Cigarettes
49
60
58
Cosmetics/Beauty Aids
55
54
52
50
52
Insurance
Financial
Pharma
45
EBONY
AD ENGAGEMENT
2017 MEDIA KIT
MRI Starch Norm
Noted: The percentage of people interviewed
who remember having previously seen the advertisement in the study issue
Source: MRI Starch (January 2015 to June 2015)
EBONY readers are 15% more likely than the
average magazine reader to recall ads (61 vs.
53). EBONY readers demonstrate strong ad
engagement across several categories
including automotive, department stores, hair
care, and restaurants.
Ad to Edit Ratio
58.6%
All Magazines
41.4%
68.3%
EBONY
31.7%
O The Oprah Magazine
62.3%
37.7%
Esquire
61.8%
38.2%
Cosmopolitan
56.6%
43.4%
GQ
56.5%
43.5%
Vanity Fair
53.8%
46.2%
People Weekly
52.4%
47.6%
Glamour
51.9%
48.1%
Real Simple
51.1%
48.9%
Essence
49.5%
50.5%
47.3%
In Style
52.7%
0%
50%
Edit Percent
LESS AD CLUTTER
2017 MEDIA KIT
Ad Percent
100%
Source: MA-Focus Media Reports
formerly Hall’s Magazine Reports
(January to July 2015)
EBONY has a favorable ad to edit ratio. Limited
ad clutter within the pages of the magazine
allows advertisers’ messages to shine and
achieve an impactful share-of-voice (SOV).