Pioneering Efforts: Johnson Fulfills his Vision
Pioneering Efforts: Johnson Fulfills his Vision
With that, Johnson went to one of the few banks that did offer loans to ‘colored people’. Using his mother’s new furniture as a collateral for the loan, Citizens Loan Corporation agreed to give Johnson the $500 he needed to start his own business. He created Johnson Publishing Co. and set out to launch his first magazine, Negro Digest. With the $500, Johnson sent mailings to the 20,000 Supreme Life policyholders offering discount subscriptions to this new publication. When 3,000 people responded with their $2 annual fee, Johnson had the $6,000 he needed to get to work.
After just eight months, Negro Digest had a monthly circulation of 50,000. In 1943, Johnson struck another coup when he succeeded in convincing first lady Eleanor Roosevelt to write an article for the magazine entitled, “If I were a Negro”. Circulation doubled almost immediately. “After that, we never looked back,” he said.
In 1945, high off the success of his first magazine, Johnson launched Ebony, a picture magazine that highlighted the achievements of black Americans. For the first time ever, companies were beginning to advertise in the black media as well as use black models. Ebony’s first two issues immediately sold out, making it a mainstay in the industry. This success also encouraged Johnson to launch yet another magazine, Jet, in 1951. This was to be a pocket-sized weekly news magazine targeted at black Americans. Again, Johnson’s business instincts proved infallible with Jet’s first issue selling out immediately. Within six weeks, Jet had a weekly circulation of over 300,000.
With the success of all three of his publications, Johnson began branching out. His company started publishing books, running a book club and creating a high-end cosmetics line for women with darker skin. He also soon became the first African American in Chicago to own a broadcasting outlet after the purchase of two radio stations.
Johnson rose from the despair of poverty to become one of the leaders in his industry. Johnson passed away on August 8, 2005, but the fruits of his labour continue to leave a lasting impact. Ebony remains the largest black-owned magazine in the world while the Johnson Publishing Co. is one of the world’s largest minority-owned businesses as well as the largest black-owned publishing firm. In addition to his spot-on entrepreneurial instincts, Johnson will forever be remembered for his contribution to the equal rights movement and his attempt to give a voice to those who had none before.
Pioneering Efforts Johnson Fulfills his Vision
Like this article? Share it with your friends
 |
Free Download - Lesson #5: Communicate Success |
Johnson’s stint at Supreme Liberty Life Insurance had inspired him to go off on his own. He had the desire, he had the energy, but what he was sorely lacking was capital to start his company. Few were eager to give their money to an unknown African American entrepreneur with little previous experience in the business world. He even tried his luck with the First National Bank of Chicago, which he had approached for a $500 loan. “I’m one of First National’s premium customers today,” Johnson later recalled. “But the assistant to the assistant that I managed to see in 1942 laughed in my face. ‘Boy,’ he said, ‘we don’t make any loans to colored people.’”
With that, Johnson went to one of the few banks that did offer loans to ‘colored people’. Using his mother’s new furniture as a collateral for the loan, Citizens Loan Corporation agreed to give Johnson the $500 he needed to start his own business. He created Johnson Publishing Co. and set out to launch his first magazine, Negro Digest. With the $500, Johnson sent mailings to the 20,000 Supreme Life policyholders offering discount subscriptions to this new publication. When 3,000 people responded with their $2 annual fee, Johnson had the $6,000 he needed to get to work.
After just eight months, Negro Digest had a monthly circulation of 50,000. In 1943, Johnson struck another coup when he succeeded in convincing first lady Eleanor Roosevelt to write an article for the magazine entitled, “If I were a Negro”. Circulation doubled almost immediately. “After that, we never looked back,” he said.
In 1945, high off the success of his first magazine, Johnson launched Ebony, a picture magazine that highlighted the achievements of black Americans. For the first time ever, companies were beginning to advertise in the black media as well as use black models. Ebony’s first two issues immediately sold out, making it a mainstay in the industry. This success also encouraged Johnson to launch yet another magazine, Jet, in 1951. This was to be a pocket-sized weekly news magazine targeted at black Americans. Again, Johnson’s business instincts proved infallible with Jet’s first issue selling out immediately. Within six weeks, Jet had a weekly circulation of over 300,000.
With the success of all three of his publications, Johnson began branching out. His company started publishing books, running a book club and creating a high-end cosmetics line for women with darker skin. He also soon became the first African American in Chicago to own a broadcasting outlet after the purchase of two radio stations.
Johnson rose from the despair of poverty to become one of the leaders in his industry. Johnson passed away on August 8, 2005, but the fruits of his labour continue to leave a lasting impact. Ebony remains the largest black-owned magazine in the world while the Johnson Publishing Co. is one of the world’s largest minority-owned businesses as well as the largest black-owned publishing firm. In addition to his spot-on entrepreneurial instincts, Johnson will forever be remembered for his contribution to the equal rights movement and his attempt to give a voice to those who had none before.
Pioneering Efforts Johnson Fulfills his Vision
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
|
 | ||
 |
||
 |
||
 |
||
 | ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
 |
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
 |
 Marketing Effectiveness Startegic Plan Creation Google Adwords Guide How To Get Media Attention Is your branding on the nose? |
|
 | ||
 |
The Top 10 GTD Times Posts
Best Posts for Productivity | |
 |
The Top 10 Guy Kawasaki Posts
Best Posts for Entrepreneurs | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
