In reply to KaWai:
Suede was an excellent Black women fashion magazine ... but SADLY it only lasted four numbers ... a real shame!
Suede Magazine on "Hiatus"
February 23, 2005
Essence Spinoff Pulled Back for Rethinking
Suede magazine, the Essence spinoff that aims toward a hip, multicultural audience, is going on "hiatus" after four issues because it launched too quickly and needs time to regroup, Essence officials said late today.
The magazine debuted in November as a quarterly and began a monthly schedule with the February issue. "We realized we had set ourselves up for a pace that we couldn't sustain," Michelle Ebanks, president of Essence Communications Partners, told Journal-isms.
Almost all of the magazine's 46 employees are expected to be placed elsewhere within Time Inc., Ebanks said. Time Inc. announced in January it was buying control of the magazine.
'Suede's unique approach to fashion defined a new category," Ed Lewis, president of Essence Communications Partners and co-founder of Essence magazine, said in a statement. "The magazine is smart, exciting and provocative. However, although some of our most talented people have been working on Suede, it has become clear that more time and resources would be needed to further develop this brand. This decision will give us the opportunity to step back and reevaluate the concept and its place in the market.'"
Editor Suzanne Boyd "is the living, breathing incarnation of the magazine her New York bosses hired her to create—young, savvy, well-heeled, with a rock-solid belief that blacks rule fashion," Canada's National Post wrote soon after Boyd took the job. Boyd is a native of Halifax who grew up in the West Indies. She "is absolutely staying with Time Inc.," Ebanks said.
Suede guaranteed advertisers an audience of 250,000, which was split evenly between newsstand sales and subscriptions, Ebanks said.
In January, Samir Husni, a journalism professor at the University of Mississippi known as "Mr. Magazine," told Journal-isms that Suede was "a great idea" but that it might be too much of a "fantasy magazine," compared with a traditional service publication. "If you are an African American woman" leafing through the pages of Suede, he said, "you wonder, is this out of reach?" In addition, he said, "so far it is next to impossible to create a multicultural magazine."
Ebanks said, however, that readers and advertisers responded favorably, because "there's a fatigue with more of the same. That caught the attention of advertisers."
As an example of Suede's uniqueness, she cited an article in the March issue, on the "Fab 40," "the most fabulous people in fashion," that includes Jennifer Lopez and Andre 3000 of OutKast. "It's breathtakingly beautiful," she said.