Jet Realigns Edit Strategy

Facing steep ad-page declines, Jet announced a new editorial strategy aimed at connecting with its African-American audience.
 
Beginning with the Feb. 15 issue, which goes on sale Feb. 8, the newsweekly will update its logo and design. Jet also will increase its sports, finance, beauty and style content and add contributors Dr. Ian Smith, Warren Ballentine and Fonzworth Bentley—changes Jet hopes will boost its share with younger readers.

Jet’s audience had a median age of 41.3, per the fall MRI.
 
“After listening to our consumers, we have strengthened our content strategy to include coverage of broader topics that are relevant to Black America,” said Anne Sempowski Ward, president and COO.
 
Founded in 1951, Jet is owned by black-interest publisher Johnson Publishing Co., which also puts out Ebony.

Jet has struggled during the economic downturn, not unlike many targeted publications that are fighting for limited ad budgets. Jet lost 50 percent of its ad pages over the past two years, dropping from 1,115 in 2007 to 559 in 2009, per Publishers Information Bureau.
 
Jet also missed its 900,000 rate base guarantee by 3 percent in the first half of 2009, according to the Audit Bureau of Circulations.