Commentary

Re-Fueling Jet Magazine Where Everyone Can Be ‘Beauty of the Week’

Remember “Beauty of the Week,” Jet magazine’s famous page 43, which featured Black women college students, actors, nurses, and everyday girls in swimsuits? Now, anyone can be a beauty of the week or even grace the cover as the iconic publication re-sets digitally and where readers and fans can go to myjetstory.com and upload their photos and create a personalized Jet cover.

Published

2 years ago

March 27, 2023

Oakland Post

Founded in 1951 by John H. Johnson, Jet proved a mainstay in primarily Black households across America. Like Ebony, founded six years earlier, Jet chronicled Black life in America and provided a lens into the African American community that mainstream media either ignored or misrepresented.

By Stacy M. Brown, NNPA Newswire Senior National Correspondent
@StacyBrownMedia

Remember “Beauty of the Week,” Jet magazine’s famous page 43, which featured Black women college students, actors, nurses, and everyday girls in swimsuits?

Now, anyone can be a beauty of the week or even grace the cover as the iconic publication re-sets digitally and where readers and fans can go to myjetstory.com and upload their photos and create a personalized Jet cover.

“Everybody has a Jet story,” Daylon Goff, the president of Jet, said during a 30-minute interview on the National Newspaper Publishers Association daily show, Let It Be Known.

“I’m always rocking Jet merchandise, and when someone finds out what I do for a living, they immediately give me their Jet story. Unprompted.”

For Goff, that’s all the fuel he needed to help in what he calls the re-set of Jet.

“It’s super exciting for me to be able to take this on,” Goff insisted.

“When you hear ‘Beauty of the Week,’ you don’t have to even say Jet beauty of the week. It’s synonymous. I get those conversations from both men and women at least three times a week.”

Founded in 1951 by John H. Johnson, Jet proved a mainstay in primarily Black households across America.

Like Ebony, founded six years earlier, Jet chronicled Black life in America and provided a lens into the African American community that mainstream media either ignored or misrepresented.

Goff recalled the disturbing but necessary images Jet published in 1955 of Emmett Till’s body after he was lynched and tortured.

“We had to be bold because you have that full ownership and understanding of the significance of that story,” Goff related.

“Jet was to the Emmett Till story what Twitter, Instagram, and Facebook live was to George Floyd. It started a movement. It wasn’t like little Black boys and men weren’t getting killed in Mississippi in 1955, but when you saw it on those pages, you felt you had to do something.

“The same way when you saw on social media George Floyd’s murder, you had to do something about it because it wasn’t as if before that moment, Black men weren’t getting killed by the police.”

While Jet told real stories about real people, most readers began with page 43.

With the re-set, Goff said one shouldn’t expect an immediate return of the Beauty of the Week.

“It was relatable and owned by our community,” Goff explained.

“The Beauty of the Week was a college student at Fayetteville, a nurse, secretary, or actress. Relatable people that we all thought were attainable. But how can we be relevant to our audience in a world that’s different and the way we consume information and get information?”

For instance, Goff wondered what would happen if Rihanna were chosen as the first beauty.

“Then Lizzo fans could say, what about her? And if we choose Lizzo, RuPaul could say, what about me?” Goff stated.

“People would have every right to say that Jet is saying ‘I’m not beautiful.’”

Indeed, Jet was social media before Instagram, Twitter, and Facebook.

Going viral in pre-social media days meant being on the cover of Jet.

Goff, whose background is brand marketing, understands that the Jet re-set is a challenging assignment.

But he’s thrilled to take it on.

“I call this being re-fueled by Jet. We can be relevant to our audience in a world that’s different, and the way we consume information and get information is different,” he stated.

“I also have to be relevant to an audience in a way that Ebony isn’t cannibalized. And we can do that. If we compare Ebony and Jet to iconic television characters, Ebony is Claire Huxtable, and Jet is Martin [Lawrence]. They both speak to the Black experience but in a different way.”

The key, Goff said, is figuring out how to keep Jet around for the next 70 or so years.

Basketball legend Charles Barkley still refers to Jet as the Black ‘bible,” Goff said, but the challenge is to ensure that a younger generation connects with the publication.

“Talking to 20 and 25-year-olds, I’m sometimes surprised that they are familiar with Jet,” Goff said.

“People never threw away Jet. They put them in boxes, and I’m sure there’s a ton in someone’s attic. You just had to hold on to them. There’s a spark from the younger generation; for me, it’s about igniting that spark.

“The great part about the next generation is that they also grew up with this computer in their pocket and can find and search for knowledge. So, we need to ensure that our iconic brands remain for years.”

Oakland Post

Posts by Oakland Post

Up Next

James Ira Dancy, 65

Don't Miss

Newsom Unveils Restorative, Rehabilitative Vision for San Quentin Prison

Oakland Post

Click to comment

Activism

Oakland Post: Week of December 18 – 24, 2024

The printed Weekly Edition of the Oakland Post: Week of December 18 – 24, 2024

Published

1 day ago

December 20, 2024

Oakland Post

To enlarge your view of this issue, use the slider, magnifying glass icon or full page icon in the lower right corner of the browser window.

Oakland Post

Posts by Oakland Post

Activism

‘Donald Trump Is Not a God:’ Rep. Bennie Thompson Blasts Trump’s Call to Jail Him

“Donald Trump is not a god,” U.S. Rep. Bennie Thompson, D-Miss., told The Grio during a recent interview, reacting to Trump’s unsupported claims that the congressman, along with other committee members like vice chair and former Republican Rep. Liz Cheney, destroyed evidence throughout the investigation.

Published

4 days ago

December 18, 2024

Oakland Post

Congressman Bennie Thompson, D-Miss. Courtesy photo.

By Post Staff

U.S. Rep. Bennie Thompson, D-Miss., said he not intimidated by President-elect Donald Trump, who, during an interview on “Meet the Press,” called for the congressman to be jailed for his role as chairman of the special congressional committee investigating Trump’s role in the Jan. 6, 2021, mob attack on the U.S. Capitol.

“Donald Trump is not a god,” Thompson told The Grio during a recent interview, reacting to Trump’s unsupported claims that the congressman, along with other committee members like vice chair and former Republican Rep. Liz Cheney, destroyed evidence throughout the investigation.

“He can’t prove it, nor has there been any other proof offered, which tells me that he really doesn’t know what he’s talking about,” said the 76-year-old lawmaker, who maintained that he and the bipartisan Jan. 6 Select Committee – which referred Trump for criminal prosecution – were exercising their constitutional and legislative duties.

“When someone disagrees with you, that doesn’t make it illegal; that doesn’t even make it wrong,” Thompson said, “The greatness of this country is that everyone can have their own opinion about any subject, and so for an incoming president who disagrees with the work of Congress to say ‘because I disagree, I want them jailed,’ is absolutely unbelievable.”

When asked by The Grio if he is concerned about his physical safety amid continued public ridicule from Trump, whose supporters have already proven to be violent, Thompson said, “I think every member of Congress here has to have some degree of concern, because you just never know.”

This story is based on a report from The Grio.

Oakland Post

Posts by Oakland Post

Activism

City of Oakland Celebrates Reopening of Main Library

“Libraries are such critical facilities for all Oaklanders, whether it’s children coming to story-time, adults reading the newspapers or borrowing the latest novels, and people engaging with a range of services and programs that the library hosts,” said Council President and District 2 Councilmember Nikki Fortunato Bas. “Such library services and programs are only possible when the facility’s electricity, heating, roof, and lighting are fixed and running efficiently. I’m proud to join this re-opening of our Main Public Library.”

Published

4 days ago

December 18, 2024

Oakland Post

Left to Right- Jamie Turbak, Director of Library Services, LaTonda Simmons, Assistant City Administrator, Nikki Bas, President Oakland City Council, Shen Thao, Mayor of Oakland, Carroll Fife, Oakland City Councilmember District 3, Harold Duffey, Assistant City Administrator, Sean Maher, Projects Coordinator. Photo by Kevin Hicks.

The branch had been closed since May for critical infrastructure upgrades

Special to the Post

The City of Oakland leadership and community partners gathered to celebrate the reopening of the Main Library after completion of critical infrastructure upgrades to enhance the library’s facilities and provide a better experience for patrons.

Renovations include new roof installation, skylight repair, critical electrical system upgrades, new boiler control system installation, auditorium heating and cooling system installation, and improvements to lighting, flooring and ceilings throughout the building.

“This is truly something to celebrate, the reopening of our wonderful Main Library! I congratulate the staff and our partners for this important project to make the Main Library a more comfortable place for everyone for years to come, said Oakland Mayor Sheng Thao. “Thank you to Oakland voters and the California State Library for making these crucial improvements possible.”

“Public libraries are a wonderful resource for our residents, offering a safe space for learning and being,” said District 3 Councilmember Carroll Fife. “It is critical to improve and modernize our libraries so more members of our community can utilize and enjoy them. I’m excited that the necessary renovations to the Main Library have been completed successfully and thank everyone involved, particularly the City team, who helped secured the necessary grant funds for this work.”

“I am proud of the City staff and project partners who kept this important project on schedule and under budget,” said Assistant City Administrator G. Harold Duffey. “The library is an incredibly important resource for our community members, and this project is an investment into the library’s future.”

“December 2nd was a momentous occasion for Oakland Public Library as we proudly reopened the doors of the Main Library following extensive infrastructure repairs,” said Director of Library Services Jamie Turbak. “Closing the Main Library for six months was no easy decision, as it serves as the central hub for our library system and is truly the heart of Oakland. Yet, this renovation was essential, representing more than just physical upgrades—it reflects our ongoing commitment to creating a safe, welcoming space for everyone.”

The City Administrator Jestin Johnson also attended the press conference and signalled his support for the completion of the record-setting completion of the renovations. Gay Plair Cobb, a newly appointed Library Commissioner said the Library represents the soul and brains of our community.

The Oakland Public Library secured funding for these crititcal repairs through a variety of sources. The California State Library’s Building Forward Library Facilities Improvement Program awarded the Main Branch $4.2 million. To comply with the grant terms, the City of Oakland provided matching funds through Measures KK, as approved by the Oakland City Council in October 2023.

The Main Library will host an Open House to celebrate the reopening on February 22, 2025, 10 a.m. – 5:00 p.m.

About the Oakland Public Library

The Oakland Public Library is a part of the City of Oakland in California and has been in existence since 1878. Locations include 16 neighborhood branches, a Main Library, a Second Start Adult Literacy Program, the Oakland Tool Lending Library, and the African American Museum and Library at Oakland (AAMLO). The Oakland Public Library empowers all people to explore, connect, and grow. Oaklandlibrary.org