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Johnson Publishing gives TurnerPatterson development rights to 'Ebony' brand name
Source: Target Market News
(June 20, 2005) Johnson Publishing Company, publishers of Ebony magazine, has announced plans to pursue licensing opportunities for the first time in the 60-year history of the nation's largest black magazine through an exclusive agreement with the TurnerPatterson agency. The announcement coincides with the Licensing International Show opening in New York City this week.
JCP will partner with TurnerPatterson to analyze licensing opportunities that target African-American consumers. Initially the focus be on home, financial services, mobile entertainment and Internet technology, apparel, music, toys and home entertainment appealing to African-American women, families, teens and children
“As a leading brand in African-American homes for the past 60 years, Ebony has acquired a unique knowledge of the needs and wants of the various demographics of African-Americans,” stated Linda Johnson Rice, president and CEO of JPC. “We are thrilled to tap the expertise of TurnerPatterson, which will enable Ebony to join forces with companies to bring high-quality merchandise to the marketplace.”
“Ebony is a well respected brand among African-Americans," said Debra Turner, president and CEO of TurnerPatterson. “Ebony is a well-respected brand among African-Americans, and brings years of history, culture and brand equity to the licensing arena. We look forward to working closely with Johnson Publishing Company to continue to build and strengthen its brand and to redefine the licensing industry.”
JPC will mark Ebony's sixtieth anniversary with various activities this November, and Turner said that she sees tremendous potential for merchandising using the magazine's archives of photographs and editorial material.
The agreement means that Ebony will at last join Essence and Vibe in capitalizing on its popularity and millions of readers with licensing deals. JPC's Fashion Fair cosmetic line has long shared its name with the company's traveling fashion show, but this is the first time that Ebony will be developed as a stand alone brand outside of the pages of the magazine.
TurnerPatterson, which is black-owned and has offices in Santa Monica, Calif. and Chicago, has developed a number of licensing projects for major corporations. Among their current activities is an agreement with Viacom to create an apparel line for the hit television show, "Girlfriends."
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