Johnson Publishing Company and the Search for a White Audience

Abstract

Johnson Publishing Company, the publisher of Negro Digest and Ebony, made efforts to expand its white audience during the 1940s and early 1950s. Johnson Publishing aggressively sought “to sell white readers the idea that a Negro magazine is worth buying,” through the regular publication of letters from “white” readers, consistent references to its influence among whites, fundraising and subscription drives to circulate its magazines among white readers and within white institutions, advertising campaigns in major national publications, and other projects and editorial content. This study argues that these efforts can be situated within both a longer history of white readership of Black periodicals and are connected to a broader turn toward Black literature by white Americans during—and immediately following—World War II. In doing so, Johnson was able to position his publications as both recognizably Black periodicals and the “interracial magazine[s] that America needs.”