Betting on Black: Essence Magazine and Warner Bros. Television Team Up for Site Re-Launch

Essence, a magazine which has the audacity to say that it addresses the interests, needs and desires of “today’s black woman” (as if she was a member of some monolithic group), has announced that it is teaming up with Warner Brothers Television Group to “expand the Essence brand and re-launch the magazine’s Web site this summer.”

Okay, I need to take a moment.  Please someone tell me what the “Essence brand” is.  From what I can tell, Essence is for the “put upon black woman who has got issues, can’t manage her money, her weight nor her life and who, without a ‘good black man’, is hopelessly incomplete.”  Not exactly an image I want to buy into.  Thanks but no thanks.

Well that’s my two cents.  Here’s more about the partnership and its product as reported by Crain’s New York Business:

The revamped site will include daily entertainment news, Essence content, multimedia applications and community boards, with contributions from Warner’s Telepictures Productions, the television studio behind entertainment-related shows such as Extra. The goal: to make a one-stop shop for news and discussion that appeals directly to African-American women. 

Executives at Essence and Telepictures say the collaboration was not a grand design by Time Warner, but based on joint interests. The venture’s first project will be Extra on Essence, an online digital series for hosted by Extra correspondent Tanika Ray, who will also adopt other duties for the site, including blogging. In addition, Extra will begin contributing daily entertainment news content to 

“This is a great opportunity for an under-served audience to have a site of scale dedicated to their interests, and through one of the most resonant brands within the African-American community,” said Essence editor in chief Angela Burt Murray. 

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