Vanessa Bush, editor-in-chief of Essence magazine, poses with students from Rust College at the ACT 5 Conference Wednesday, October 9. DM Photo | Allison Slusher
Vanessa Bush, editor-in-chief of Essence magazine, spoke Wednesday about the powerful impact of the magazine on its readers.
Bush was one of the keynote speakers during the ACT 5 Conference sponsored by the university’s Magazine Innovation Center.
Essence magazine was created in 1970 by four black men who saw there was no magazine that represented black women and believed the beauty and achievements of these women should be showcased every day, Bush said.
Today, the magazine is the number one lifestyle publication for black women.
“Over the years, the look of the magazine has changed,” Bush said. “The desire to inspire black women across the diaspora remains unchanged.”
Samir Husni, director of the Magazine Innovation Center, said this was the first time in his 30 years at the university that the editor of the largest women’s African-American magazine has come to campus to speak to students.
Bush explained the way Essence sees black women through their own eyes.
“What makes us distinctive as a magazine is that we honor and embrace what makes us distinctive as a community of women,” Bush said.
During her presentation, Bush said Essence magazine tells black women’s stories like no one else can. It brings its readers black women’s experiences through their own eyes, voices and terms.
The magazine has been praised by many women, including Michelle Obama, Oprah Winfrey and Kerry Washington. Bush noted that all these women, when talking about “Essence,” use the terms support, strength, smart, beauty and sense of belonging. The publication makes women feel strong, smart, beautiful and like they belong, she said.
“You not only see it, but you feel it. That is the power of the magazine that delivers upon its mission, and that is the power of Essence,” Bush said.
Bush presented statistics showing that one in three black women read Essence, and 71 percent consider it one of their favorite publications.
The magazine’s circulation reaches about 12.1 million people. Magazine and tablet readership is about 7.7 million, website and mobile reaches about 1.8 million readers and the magazine has 2.6 million followers on social media, including Facebook, Twitter, Instagram, Google Plus and more.
Essence not only wants to make readers feel good about themselves, but it also wants to help readers in their everyday lives. It offers tips on beauty, style, money and health. The magazine also includes articles on issues important to the black community.
Essence sponsors many events throughout the year. The biggest is the Essence Festival, which takes place during the 4th of July week in New Orleans. It is a combination of free daytime empowerment events followed by concerts in the Mercedes-Benz Superdome at night.
Bush said the social media, live events and other things would not be possible without the print magazine. She called the magazine “the mothership.”
Ann-Marie Herod, junior journalism major, attended the event. She said she grew up with Essence magazine in her home.
“They don’t publish any tabloid stories, like gossip stuff like that,” Herod said. “It is strictly empowerment, and I really like that.”
