With Barack Obama's historic nomination, race and ethnicity are sure to be hot topics for the rest of the year--which could be good news for RiseUp, a new weekly magazine that will be inserted in Sunday newspapers beginning June 22. Printed in Kansas City, the magazine is expected to initially reach 4.5 million readers. NEWSWEEK's Imani Cheers spoke with publisher and executive editor Janice Ellis about her goals for RiseUp. Excerpts:
NEWSWEEK: What motivated you to want to create a magazine that focuses on race and ethnicity?
Janice Ellis: I was born on a small farm in Magnolia, Miss., where racial tensions were high. On my life's journey and through watching my parents live their lives, I knew that I didn't want to ever use race or gender as a crutch. Throughout my life I've always had a rainbow of racial and ethnically diverse friends but in 2007, I realized it was time to begin discussing some important issues. What struck me most was the Jena Six case and how high-school children were using some of the most hateful symbols in our history in this day and age to hurt one another. That proves that there is a real educational gap around race and what we hold in common.
What is the overall goal of this magazine?
To celebrate race and ethnicity and help us better understand our differences, celebrate our commonalities and build a great foundation to bridge the gaps that divide us.
Is the launch linked to Barack Obama's presidential campaign?
No, when I wanted to start this magazine, Barack was not even in the race. As I mentioned, the real catalyst for the creation of the magazine was the Jena Six case in Louisiana.
Are Americans ready for a publication about racial and ethnic tensions?
I think the majority of Americans are. We have received a small percentage of dissent from white supremacist and hate groups, and we are not going to change their minds. It's a subject that if done right will never get old, and we'll never run out of things to talk about.
Why did you decided to distribute the magazine as a weekly newspaper insert and online publication instead of a traditional weekly or monthly magazine?
The subject matter is so important that it requires the frequent communication that only a weekly publication can provide. As for the online version, we wanted to capitalize off of technology and be able to reach a broad audience.
One feature of your magazine is called the "Sticky Wicket Questionnaire." Can you explain that?
"Sticky Wicket Questionnaire" is the section where we ask those questions that we all want to ask but don't because we might seem racist. For example, what is your initial reaction when you encounter young interracial couples? Or I have perceived notions of people white/brown/black and otherwise who cover their bodies with tattoos, piercing and branding, does that make me racist? There is an old-school thought that there are only three races (white, black and Asian) and new school of thought that there is no such thing as race. Which school of thought is correct? Or, why is there a notion that white parents are more involved with their children than minorities?
How do you research and answer these tough questions?
We have writers go out and talk to experts in various fields such as anthropology, psychology, history, etc. We have also solicited contributors from all races and ethnicities around the country to ensure we have very diverse opinions, views and subjects in the magazine. Our racial and ethnic diversity is also seen in our production and business staff.
What are the projected demographics for RiseUp?
Generally we say our demographics are 18-70 years old, at least high-school educated and clearly all races. We will launch with almost 4.5-million circulation across the country in publications such as the New York Daily News, Washington Post, Chicago Sun-Times, Chicago Tribune, Los Angeles Times, Cincinnati Enquirer, Louisville Courier-Journal, Kansas City Star, St. Louis Post-Dispatch, Atlanta Sunday Paper and my hometown newspaper, the McComb (Miss.) Enterprise-Journal.
How does RiseUp compare to other ethnically specific publications such as Essence, Ebony, Latina, Hispanic Lifestyle and and Audrey?
Our magazine is not targeted to one ethnic group; our goal is to educate all of us about each other.
Can you explain your business model?
We are similar to Parade [and USA Weekend] in that respect, we have negotiated with newspapers to distribute [our publication].
Where did you get the initial funding to start up the magazine?
My husband and I run a family business, and we are the sole investors in this venture. Revenue for the magazine is supported by advertisements.
Anything else we should know?
I just want to reiterate that the mission of RiseUp is to provide an ongoing conversation for all races and ethnicities to better understand each other to build stronger communities, cities, nations and a better world. Each week, important topics will be covered in the areas of health, education, politics, business and cultural uniqueness.