For 38 years, Clarence Smith has watched Essence Magazine mature into a well regarded lifestyle publication for African-American women and emerge as a trailblazing title in the publishing industry. Monthly circulation has grown from 50,000 to 1 million since Essence first hit newsstands in May 1970.
Given the success, it can be easy to overlook the early obstacles that accompanied the startup of the magazine by Smith and three other publishing newcomers. Smith detailed the early skepticism of banks and lenders during a keynote luncheon speech at the Ninth Annual Business-to-Business Exchange in White Plains.
“The financial community told us we are not about to lend any money to four black guys who never had any publishing experience in their lives to start a magazine for black women,” Smith recalled. “They saw the risk as too high.”
The key to success became attracting someone to the magazine who could increase its credibility.
The founders ended up meeting with Gordon Parks, a well-known photographer for Life magazine and a film director whose credits include the 1971 hit “Shaft.”
“He said to us, ‘I had never really done anything in my career that was directly assisting young black people. So I think I might take a chance on you guys.’” Smith recalled.
Parks, who died in 2006, became an instrumental figure at the magazine.
“He truly was the person who provided the look and creative approach to publishing that gave Essence magazine its signature,” Smith said. “We couldn’t pay him. We didn’t have the money to pay him. So we decided to ask him if he would accept some shares in the company….In exchange, he got to do something for a group of young black guys that particularly at that point in his life was important to do.”
Another key moment for Essence came later when publishing giant Time Inc. offered to buy the magazine for $3 million.
“We resisted that effort by Time but we did form a strategic alliance with them,” Smith said. “It worked for us because they had access to a great number of professional editors and all kinds of professional experience that we did not have access to. We on the other hand were able to give them a better understanding of the climate of 1969-1970 as it related to African-Americans.”
Smith said Essence’s embrace of outside help has important lessons for small businesses competing in a global economy.
“If you want build your businesses and think expansively, always keep your mind on cost controls of course,” Smith said. “But also engage yourself with those who can help you get there faster. Time is money. If you can get money in your hands today, it is always more valuable than the money you will get next year or the year after that.”
About 150 people attended the business exchange sponsored by the African American Chamber of Commerce of Westchester and Rockland Counties and Empire State Development Corporation’s division of Minority Business.
Organizers also recognized ‘08 Salute to women honorees. They are Georgette H. Geller-Petro, Connecticut branch manager for AXA Advisors; Brenda Scott, director for minority community affairs at Macy’s; Marline Grant, director for Verizon Engineering; and Ramdai Singh, regional manager for Washington Mutual.
Lynda Ireland, president and chief executive officer of New York/New Jersey Minority Supplier Development Council Inc., received the 2008 Madam C.J. Walker Award.