- The Washington Times - Tuesday, August 9, 2005

CHICAGO (AP) — Publisher John H. Johnson, who broke new ground by bringing positive portrayals of blacks into mass-market publications and encouraging corporations to advertise to black consumers, died of heart failure Aug. 8. He was 87.

Mr. Johnson founded Ebony and Jet magazines after World War II and became one of the most influential black leaders in America.

“We have lost a legend, a pioneer, a visionary,” said Earl G. Graves, publisher of Black Enterprise magazine. “As an American, he was ahead of his time. Ebony is part of Americana now.”

Born into an impoverished family in Arkansas, Mr. Johnson went into business with a $500 loan secured by his mother’s furniture and built a publishing and cosmetics empire.

Mr. Johnson built Ebony from a circulation of 25,000 on its first press run in November 1945 to a monthly circulation of more than 1.6 million last year, according to the Audit Bureau of Circulations.

Jet magazine, a newsweekly, was founded in 1951 and has a circulation of more than 954,000.

Mr. Johnson started Ebony just after World War II as black soldiers were returning home. At the time there were no black players in major league baseball and little black political representation.

With blacks’ incomes far below that of white Americans, the idea of a black publishing company was widely dismissed.

Civil rights leader Roy Wilkins advised Mr. Johnson to forget the publishing business and save himself a lot of disappointment. Mr. Wilkins later acknowledged he gave Mr. Johnson bad advice.

Ebony — named by Mr. Johnson’s wife, Eunice — was created to counter stereotypical portrayals of blacks in white-owned newspapers, magazines and broadcast media. The monthly magazine highlights the positive in black life.

Mr. Johnson encouraged major white companies to advertise in black media. He sent an ad salesman to Detroit every week for 10 years before an auto manufacturer agreed to advertise in Ebony.

“We couldn’t do it [gain advertisers] then by marching, and we couldn’t do it by threatening,” Mr. Johnson said. “We had to persuade people that it was in their best interest to reach out to black consumers in a positive way.”

According to the company’s Web site, Johnson Publishing Co. is the world’s largest black-owned publishing company. It includes Fashion Fair Cosmetics and a book division.

Mr. Johnson and his family left Arkansas for Chicago when he was 15. He attended the University of Chicago and Northwestern University.

While working at the black-owned Supreme Life Insurance Co., where he started as a clerk, Mr. Johnson founded Johnson Publishing Co. in 1942. Its first magazine was Negro Digest, a journal that condensed articles of interest to blacks and published the poems and short stories of black writers.

Mr. Johnson used Supreme Life’s mailing list to offer discount charter subscriptions of the digest.

To persuade a distributor to take the magazine, he got co-workers to ask for it at newsstands on Chicago’s South Side. Friends bought most of the copies, convincing dealers the magazine was in demand, while Mr. Johnson reimbursed the friends and resold the copies they had bought.

The tactic was used in New York, Philadelphia and Detroit, and within a year, Negro Digest was selling 50,000 copies a month.

The magazine is no longer published.

Besides his wife, Mr. Johnson is survived by a daughter, Linda Johnson Rice, president of Johnson Publishing.

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