July 27, 2023 • 31 mins
Revitalizing iconic legacy brands for the modern era isn’t a simple feat, but Eden Bridgeman Sklenar is up for the task. In this episode, we talk to the owner, chairwoman, and CEO of EBONY and JET to hear how she came to helm the storied publications and her plans for exploring media reinvention and inclusive marketing.
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Speaker 1 (00:00):
Good Company is a production of iHeartRadio.
Speaker 2 (00:03):
Our hurdle at this point is just the fact that
we were a seventy plus year startup. Hi.
Speaker 3 (00:15):
I'm Michael Casson. Welcome to Good Company. We're all explore
how marketing, media, entertainment and tech are intersecting, transforming our
lives and the way we do business at a breakneck speed.
I'll be joined by some of the greatest business minds
and strongest leaders who will share how they built companies
from the ground up or transformed them from the inside out.
My bet is you'll pick up a lesson or two
(00:37):
along the way. It's all good Today. I have the
pleasure of welcoming to Good Company. Edenbridgewater Splenner the owner, chairwoman,
and CEO of Ebony and Jet. Since nineteen forty five,
Ebony Magazine has shined a spotlight on the worlds of
black people in America and worldwide. Today, Ebony is still
(01:00):
one of the most relevant and recognizable brands committed to
making informational lifestyle. But I will tell you that whilst
Ebony Magazine has been around since nineteen forty five, Eden
has not. But I have become good friends with Eden
in the very short time, and I know that as
you listen to Eden, you'll all become friends with Eden.
(01:20):
So Eden, welcome, thank you.
Speaker 4 (01:22):
For having me. I'm so honored for this conversation today.
Speaker 3 (01:26):
I would love if you could start by kind of
giving our audience a bit of your background and how
you've charted your path both personally and professionally.
Speaker 2 (01:36):
Absolutely so, I love to tell people that what makes me,
I think me and is the fact that I was
born in Los Angeles, so I feel there's always been
that sense of the Hollywood entertainment aspects of what's very
deep inside of me. But I have the fortune and
opportunity to grow up in Louisville, Kentucky, so that afforded
(01:59):
me the the southern hospitality aspects of my personality. So
the conflicts of Los Angeles and Louisville have a fun
way of coming out. But for me, I also it's
unique that my father played in the NBA, especially during
a time when they weren't making the type of money
(02:21):
that you see NBA players making now, and so for him,
once he was done with his twelve years of playing,
he had to figure out life after. They didn't make
enough money to just you know, ride your NBA contract,
and so he got into the restaurant industry.
Speaker 4 (02:40):
And for my family and for myself.
Speaker 2 (02:43):
Over my thirty six young years of life, I've been
fortunate enough to witness my parents build our family business.
Speaker 4 (02:51):
But for me, and like all kids.
Speaker 2 (02:54):
I had no desire to work in the restaurant industry.
I thought I was going to to go to New
York after high school and go to either Persons or
Fit And I was getting into the fashion industry. I
didn't know how or what, but that was what I
was going to do.
Speaker 3 (03:13):
That was your north star.
Speaker 2 (03:14):
It really was, I think just being in Louisville, obviously
not a fashion capital of the.
Speaker 3 (03:19):
World, but a great city. Yes, I learned a long
time ago you have to pronounce it properly. You and
I talked about pronunciation, but Louville because I once said
to somebody I'm going I'm going to Louisville and they said, no,
you're not.
Speaker 2 (03:34):
Yes, yeah, we for some reason, I don't know why
we pronounced it that way, but it's our Southern way
of just swallowing that word.
Speaker 3 (03:42):
There you go. So Eden, you chartered that north star
towards fashion. So as you were on that journey. You know,
I kind of interrupted you.
Speaker 2 (03:52):
I think, like seeing these amanas of the fashion industry
through either the pages of obviously Ebony, but also other publications,
what they didn't tell you is what maybe an entry
level position out of college in the fashion world was
going to make. And I said, you know, maybe this
dream of mine at this present moment isn't necessarily worth
(04:15):
a thirty thousand a year salary kind of living with
ten roommates in New York. So I pivoted, and I
went to University of Louisville as my undergrad and went
into the family business after because I graduated in two
thousand and eight, which was a wonderful time of the
country being in a recession and aude and my parents
(04:39):
said I could do anything, but I was going to work.
That's part of our family DNA. We started working at
very young ages. I love to tease them that were
their child labor laws possibly broken? They say no, because
we were working for the family business.
Speaker 3 (04:54):
So it's a but I'm with you because it's funny
you say that. One of the things I say to
one of my children as they were growing up. This
was the one who ended up in you know, was
desirous of and aspirational about being in the movie business,
and when he graduated from college, he said, I'm going
to move to New York. And I said, well, that's great,
but if you really want to be in the movie business,
(05:16):
you know you are from LA, you might want to
think about LA because that is the center. Not that
there isn't an ability and an opportunity in the movie
business in New York. I'm not saying there isn't, but
you kind of would come to where the center of
it is. I said, because you understand, regardless of the
economic you know, well, being of the family or not,
(05:37):
you're not moving to New York and not working. Like
You're not going to New York and not getting a job.
So you're going to have to find a job. And
if you want to be in the entertainment business, my
bed is you're going to try to find a job
in the entertainment business. And all I would say is
probably more opportunities to do that in LA.
Speaker 4 (05:52):
Yeah.
Speaker 3 (05:53):
Call me crazy, but I had that same dialogue with
my kids, like, you're not just going to New York
to not work and find yourself. That's not happening. This
is in a gap year. Not that a year is
a bad thing, but this isn't a gap year. This
is you're you're out of school. You're going to work.
Speaker 2 (06:08):
Although I really would love to if I would have
even known about got the idea of you by the way,
with you, Yeah, I wonder how my parents would have
responded to that.
Speaker 3 (06:18):
But yeah, you know, people ask me if I had
a gap year. I said, no, I had a gap minute.
Speaker 2 (06:23):
Yeah, oh, I don't even think I had that. The
night of my college graduation, we're out to dinner and
my father's said, okay, now you graduated. What's happening when
I check, like, give me a second, he said, no,
absolutely not you it's time to work.
Speaker 3 (06:38):
It's time to go to work. Yeah, no, no, no, listen,
I have the same view. But I will say, and
then we can certainly move on to the current time.
But you know, I do think that that gap year
opportunity is something that I wished I had because I
never had that moment to smell the roses and you
know it was I was on a mission and sounds
like you were as well.
Speaker 2 (06:59):
Yeah, absolutely, And I think you know I had my
i'd say gap time. Later in life, I went into
the family business. I moved to Chicago because I knew
I wanted to just see something else than being underneath
kind of the shadow of my my parents, our family
business here in Louisville, Kentucky, and so living in Chicago.
(07:19):
Then the next part was one hundred percent my parents
saying you needed higher education and especially if you're going
to be in business, you need a network of storts.
Speaker 4 (07:29):
And so I did.
Speaker 2 (07:30):
That, and they allowed me to focus in on school
versus having to work, and so I feel I was
able to kind of smell the roses a little bit
later and really determine what I wanted to do if
I was going to be in business. And so I
kind of obviously stayed working with my family business, but
always had my eyes out seeing what was going to
(07:52):
be exactly mine. And little did I know that the
brands Ebony and Jet were going to be my future
as far as being a full on entrepreneur, contributing to
my family business and stettying a new path for myself
professionally but also personally because I was going to be
(08:13):
moving into a space that made me have to step
out even more into the public eye. Since the restaurant industry,
you can very much stay in the back of the
house and ride that wave.
Speaker 3 (08:26):
So yeah, well you rode the wave. Well, you've been
on a journey now eaten with Ebony and Ebny media
in general to kind of take that legacy brand and
bring it into the digital era, if you will, I'd
love to understand that part of your journey.
Speaker 4 (08:46):
Well, how much time do you have?
Speaker 3 (08:47):
No, but we've got some time.
Speaker 2 (08:49):
Well, I can tell you how it even came to be,
I think really sets the stage as to why I
pursued it. We can all remember where we were in
the summer of twenty twenty. We were sheltering in place,
trying to understand this pandemic, this virus that was affecting
(09:09):
so many individuals. But we were also dealing with the
racial uprising with George Floyd, Ahmad Aubrey and Breonna Taylor.
And being someone who grew up in Louisville, Kentucky and
breonn and Taylor being front and center for that city
at that time, I witnessed that there was a missing
(09:30):
voice throughout that entire timeframe. And my family we have
quarterly business meetings, and my father brought to the table
the opportunity to purchase these assets at a bankruptcy because
sadly that's what had happened to them, and also sadly
for the second time, and I just felt for the
(09:50):
impact that these brands had had for generations myself included
how could they not have survived? Like what was it
that they couldn't transition or understand on's landscape change from
the magazine to the digital era.
Speaker 3 (10:04):
And because so many brands had to do that and reimagine,
And to me, you can look at the vaunted names.
If we were creating the Hall of Fame of publications
in print publications, obviously originally the usual suspects would be
on that list, but Ebony would definitely be on that list,
(10:25):
no doubt in terms of not just because of the niche,
but because it's a brand that had and now again
does have real resonance. But if I was thinking of
coming up with in my mind top ten magazine titles
that I would think of, sure it would be Time Magazine,
and my age I would be Life Magazine, and even
(10:49):
Magazine and NEWSWEEKND, but Ebony would be in that top ten.
There is no doubt about it of brands that I
would think of that represented the legacy of a print media, right. Yeah.
Speaker 2 (11:01):
And the fact that the ones that you have said
so many that would be part of that list made
that transition into exactly yes. But there isn't another ebony.
There isn't another jet that has ever been created. And
so I felt I understand business. I have the support
(11:23):
of business operations. I just had to find a team
that could bring their expertise in the digital era to
these brands and say we can start with over seventy
years of IP of a brand, equity and awareness, let's
go out and create a new business. And that's what
(11:43):
the past two years have been of understanding what the
brands are, how they really are understood in the landscape today,
but reimagining what they can be for the future.
Speaker 3 (11:56):
Well. And also, you know, we're in an era right
now when I use a word again, we're in a
in error right now where there's a growing appetite, if
you will, for what we would call I think probably
we'd agree on intentional media investment to create a more
kind of inclusive and diverse advertising environment. The apperture has
(12:16):
been opened by the investment side of the business to
be looking at black owned businesses as a place that
intentionally we need to be investing more media and more attention,
intentionally intention and attention to the space for obvious reasons.
You know, you listen to the marketers talk about the percentages,
(12:38):
and then Mark Pritchard from Procter and Gamble last October
made the statement that we're past the day, at least
he was speaking about Procter. We're past the day of
thinking of it as a multicultural market and a LATINX market,
and a black market and a general market. That is
the general market. Let's talk in real terms. The general
(12:59):
market is now all of those constituencies that were previously
thought of as well. That's the black market, that's the
lack nex market, that's the lgbt Q market. No, that's
the general market. That is what we're all looking at.
And I think that's an important point. However, you also
have the benefit of the aftermath of George Floyd and
(13:21):
the awareness that that created, yes of so many things,
but one was the lack of investment in black owned businesses.
And you know, that is a card that is a
great card to be playing right now because people are
leaning in as opposed to leaning back.
Speaker 2 (13:38):
Oh yeah, I mean, you couldn't write the timing of
our acquisition and what's happening in the world in the
marketplace any better. I mean, we took over these brands
January twenty twenty one. You have all the corporations making
their pledges, you have all the agencies saying we're going
(13:59):
to hold the clients that we are representing to a
certain percentage as well.
Speaker 4 (14:05):
So I say, our hurdle at this point is.
Speaker 2 (14:09):
Just the fact that we were a seventy plus year
startup the brands, buying them out of bankruptcy. All previous
employees had been furloughed. So we started day one hiring, recruiting,
trying to find the best talent to bring to this
vision of what Ebony was, but also what it needs
(14:30):
to be moving forward.
Speaker 3 (14:32):
Yeah, you can be steeped in the history, but you're
looking forward. Which is what attracted me to this conversation, was,
you know, the beauty of it is, as I said,
you have a willing, you have a right to win
now in because the marketplace is, as I said, leaning
in for the right reasons. I think in most cases
not because they have to. But what they were forced
(14:53):
to do was be more aware. Yes, I they were
forced to do is be more aware. Nobody atally forces
you to then take the next step. But those responsible
marketers are looking at it and saying this is not
just good for that, it's good for business, like that's
going to drive my business. And I can see that
(15:14):
in a meaningful way. And therefore, why wouldn't I do it?
Why wouldn't I be spending more A and B from
the consumer perspective. And I'm going to shut up in
a minute and let you answer me. I promise, but
I can't promise. I'll shut up, but I'll talk less
and listen more. But the upshot of it is no
(15:35):
different than they see her movement that the industry launched
with the NA to avoid the objectification of women and
the things that were also very important from a gender perspective.
The tagline there was the one that caught me, which
was you have to see her to be her. And
that's true of every community. If you see yourself in
(15:56):
that position, if you can't have that aspiration, because we
all have goals, we all have you know, north stars,
If you can't envision yourself on that planet of the
North Star, then you're never going to get there. And
so the idea of bringing that to the community is
you're doing something that's critically important to the community culturally
(16:18):
as well as economically and business wise, and the feasibility
and the efficacy of all of that, you're doing good.
Speaker 2 (16:25):
You know when you say it, I'm like, oh wow,
Like it just felt like is that everything that? Like
I feel this weight, but no, but you are you
are correct. I wake up every day in a position
to store not just yes, a legacy publication or a
legacy and the sense of what Ebony was. But I
(16:46):
have the responsibility now to steward this for what the
future looks like, for representation for our target audience and
connecting the brand in a way that expands the understanding
of upward mobility for people of African descent. Like at
(17:06):
the heart of what I do every day is trying
to find more opportunities to connect Ebony with that mission.
And that's the fun part because unlike maybe years ago,
where it was maybe harder to find and to see,
we have social media. We have individuals also making sure
(17:28):
that their voices are heard. So connecting the dots becomes
much easier now than probably it did to previous individuals
who have the same task with Ebony.
Speaker 3 (17:40):
So let me ask you a question.
Speaker 2 (17:42):
Eden.
Speaker 3 (17:43):
What attracted me to again to this conversation. I've said
that before, but I'll say it again. Was your acknowledgment
of the fact that many marketers, whilst they want to try,
don't know how to approach this market. And you know,
they don't want to and they shouldn't want to look
like they're pandering to a market or just kicking a
(18:03):
box or you know, you want to avoid that at
all costs, because we're in a world where the consumer
looks through that and doesn't see authenticity. So how do
you advise brands this is the way to be authentic
with this audience.
Speaker 2 (18:18):
I think it's first acknowledging that that is a blind
spot for their organization. I think so many times within
that dialogue that's not something that a brand wants to
be vulnerable enough to say. So first, even acknowledging is
step one. Step two is to actually listen. If we
(18:42):
are a representation of this audience, you understand their purchasing power.
Allow that brand Ebony to be the one that comes
to you with the ideas of collaboration. Yes, we have
to understand that a brand has certain pillars in objectives
and how they measure things, but that idea of authenticity
(19:05):
has to be led by the partner, which is ebony,
and that we have to hold ourselves accountable to how
do we make sure that the things that we're putting
out in the marketplace a yes, are aligned with the brand,
but also that we are very much focused on that
(19:26):
consumer because you said they will let you know, and
they have a number of ways now then previously to
let you know whether they feel you connected something to them,
and that we're still talking to them in a way
that impacts their lives, that is entertaining, that challenges them
in a way that pushes them to be better. And
(19:48):
so I think we sit in a very interesting seat.
But it really is for that brand to listen and
to allow us to leave and let.
Speaker 3 (19:58):
Me ask you a question. Great point. It's kind of
like if you go to a doctor or a lawyer.
I was a lawyer for the first ten year I
practiced life. Still a lawyer, but I practiced law for
the first ten years of my life. Clients would come
to me and ask me for my advice, and whilst
I didn't insist that they listened to me. I'd kind
(20:18):
of say, listen, this is the advice you asked for, exactly,
let me let me help you. It's the same thing
as when you go to the doctor and the doctor
says this is the diagnosis. Doesn't mean you don't get
another opinion. You know. My favorite joke there was Rodney Dangerfield,
the famous comedian who used to have that. His shtick
was I don't get no respect, right, that was his thing.
(20:41):
And he said he went to the psychiatrist and the
psychiatrist gave him the diagnosis, and the psychiatrist said, you're crazy.
And he said, well, I'd like another opinion. And the
guy said, okay, you're ugly, so you know, but I'm okay.
Speaker 2 (20:55):
But you are correct in the sense of the the
authority that we hold.
Speaker 3 (21:01):
You're the doctor in this case, exactly the thing. I
have a problem, doctor, It hurts over here, and you're
telling me this is how you can put a salve
on that wound. This is how you can heal this
by doing it that way. If I don't choose to
listen to you, okay, but I'm probably going to miss
the mark then and I'm going to still suffer from
the same pain exactly.
Speaker 4 (21:22):
But I would say the other side of thought that.
Speaker 2 (21:26):
I have challenged our team with one because I came
from the brand side previously, so I very much understand
being on the other side of the table and telling
someone how the media should run and where it should
go and all of those those aspects. And the one
thing that I think, because of having that side of
(21:48):
my career journey, I have to find the right ways
to convey our return on investment to brand.
Speaker 4 (21:56):
Absolutely, but and it's not going to be the.
Speaker 2 (21:59):
Way that I think it historically has been because the
world is changing and measuring an audience, engagement and such.
Speaker 3 (22:08):
Is totally different now than it used to be exactly.
Speaker 2 (22:11):
But we have to be able to come to brands
with the research and the data, which is something unfortunately
in black on media hasn't necessarily always been something we
could provide. But now again, being someone who is used
to having the brand insights and such of what our
consumer on the restaurant side is saying, I have to give.
Speaker 3 (22:34):
That also to you need I'll let you know a
little secret and our listeners in a little secret. Before
I went into the media business, my experience in the
media business. Interestingly enough, was I did own a chain
of fast food restaurants. Ye I did, I did. I
owned a very large swath of the alp Foyo Loco chain.
I love well. And the reason I used to be
(22:54):
in Louville on Shelbyville Road was I was a large
franchise e of Rallies hamburg But the reason I bring
that up is my first experience in the media business.
And here I'm somebody who would be considered somewhat of
an expert in the media business, absolutely as a client
owning fast food restaurants, quick service shall we say quick
(23:17):
service restaurants, and having to understand the media because it
was my money exactly. I was actually spending my money
on literally like these spots and dots, if you will,
and so I had to understand it and get underneath it.
So you and I come at the media business from
exactly the same place you were doing chili's and weddings.
(23:39):
I was doing elpoy Local and Rallies Hamburgers, but similar stuff.
So we will bond it in more ways than you know.
Speaker 2 (23:46):
I love it. I see you talk to someone long
enough and you learn we're more alike than we ever ever.
Speaker 3 (23:53):
Understand aimen to that.
Speaker 4 (23:55):
I can tell you if.
Speaker 2 (23:56):
That was a Jeopardy question, I would have lost out.
Speaker 3 (24:01):
Well, can I tell you the best jeopardy question? This
is funny because it goes to the quick service restaurant business.
So years ago, when we had one of our openings,
we hired some out of work struggling actors to put
on chicken costumes to come to the opening of one
of our restaurants. And it happened to be that we
went to Western Costume Rental and got the chicken costumes
(24:24):
from Stir Crazy from the movie with Richard per and
Gene Wilder, and they were It was a very funny
movie back in that era, in that time period. Anyway,
long story short, we hired this actor who knows from where.
It turned out that that actor was Brad Pitt. Stop
it and if you go online right now, all of
(24:45):
our listeners, and you type in what was Brad Pitt's
first job, it will tell you that it was wearing
a chicken costume and at El Poyo Loco restaurant. And
of course later on in life, I didn't know it
because he was just an out of work actor. I
didn't you know, his name was not relevant at that time.
I don't want to say that to be rude, but
here's the chicken costume. Put it on, thank you. And
(25:06):
later on I'm reading the paper or People magazine or
something and it says, you know, as they do with celebrities,
what was your first job? And he says, I was
a chicken. I weren't chicken costume at an El Boyoloco restaurant.
And when I met Brad later in life, we made
the connection. So it's just funny. You know, what was
your first job? I was a chicken at El Boio Loko.
(25:27):
So there you go.
Speaker 2 (25:28):
I love it one because I think a it speaks
to you never know someone's journey, and I'm sure amen
to that present moment. Whomoever, you know, we see all
the time where the stories of you know, someone who
maybe was a janitor and then wasn't treated well and
then ends up being the CEO of that corporation. And
(25:51):
it actually has been something that is foundational on how
our family business has been set up where we say
we're in the people business.
Speaker 4 (26:00):
We just so happened to.
Speaker 2 (26:02):
Be in media, in the beverage industry, food and hospitality
and such and we treat individuals with the idea of
the inverted pyramid, where the CEO is at the bottom
and the guest or those that in the hierarchy of
society would be the least, we say are the greatest
because you never know that person has their own journey
(26:24):
and to treat each person you come in contact with
with the same respects. If they were Brad Pitt now
meeting Brad Pitt in the check and costume, would you
have treated him the same? But you never know that
interaction could have been later in life, something that he
remembered and said, Yeah, I would love to do your movie.
Speaker 4 (26:43):
I would love to partner with you over here.
Speaker 3 (26:46):
It's so apropos And thank you for bringing me back
because you know my tendency is just to go off
and riff into stories, and you brought the Brad Pitt
story back to the center of you know, people's journeys,
and it's and what you're doing and let me find
a way to kind of weave this in. But what
you're doing is you've had the good fortune of doing
(27:07):
well and now I believe you're on the path of
doing good, but you're also doing well. Yeah, because what
you're doing is important for the market. What you're doing
is important for the brands, and what you're doing is
important for you because you've made an investment to buy
these brands, and so you have a reason to want
them to succeed. Obviously, that's called capital, and that's okay. Yes,
(27:30):
I'm a fan of that. I'm a big fan of that.
But you know, the idea of the timing, as you said,
one couldn't have come up with better timing to reinvigorate, reanimate,
reimagine these vaunted brands. Those are all words that I
think would be applicable here. And you know, we're in
(27:50):
a world where content of all sorts is the most
important driver we have, Yes, and being close to where
content is created and working with people who are authentically
able to create that kind of content, that's magic. And
that's why I would think Ebony and Jet is lined
(28:12):
up for great success because you're at the right time,
at the right place, with the right message and the
right goods. You got the goods, that's the important part.
It's not hey, we could build this or we can
make this important. You have important brands and partnering with
other important brands is magic.
Speaker 2 (28:34):
Exactly. You know what I'm going to have you just
go around and say it for me. You say it
so so well I don't have to say it myself.
Speaker 3 (28:41):
Well, you say it brilliantly, Eden, And I'm excited for
what's ahead. And I appreciate you spending time with me
this morning, and I know our listeners will share that
same view because your journey is not one that's the
normal journey. You've had an interesting journey with some left
turns and right turns, but it seems like you ended
up with that north star you were going for in fashion.
(29:03):
You found it in publishing and in digital and in
content and in marketing and in messaging and all of
those things.
Speaker 2 (29:11):
Absolutely, it's you know, you think life is going to
go one way, and that's why I just one of
the things. Especially, you can get overwhelmed in this seat
of thinking, you know, what do I need to do
next year? And yes you have to plan, but just
living what is today going to bring and focus in
(29:32):
and that allows the being present, because five years from
now I'll have to look back, I won't necessarily have
the pleasure of just being in this moment of the
new and starting and the left turns we already have
made over two years and so it's a good time
(29:53):
to be in the seat that I'm in.
Speaker 4 (29:55):
I won't even line to you well you.
Speaker 3 (29:57):
Wear it well. And by the way, the fashion side
of your north Star just looking at you, you've still
got that, You've still got the fashion stuff going on.
Speaker 2 (30:06):
My husband is like, oh gosh, what did I now
sign up with with it? Because yeah, every day I
get to live out a dream that I just didn't
realize would come in this packaging. So yes, I'm lot
fashion and Ebany gets to tap into that.
Speaker 3 (30:22):
Love.
Speaker 2 (30:23):
Eden.
Speaker 3 (30:23):
I'm looking forward to seeing you in a couple of
weeks and I'm excited that we got a chance to
get to know each other, and I'm equally excited for
our listeners to get to know you a little better.
So Eden, I want to thank you for joining me
on Good Company today.
Speaker 4 (30:36):
Now, thank you for having me.
Speaker 3 (30:43):
I'm Michael Cassen. Thanks for listening to Good Company.
Speaker 1 (30:48):
Good Company is a production of iHeartRadio. A special thanks
to Lena Peterson, chief brand Officer and Managing Director of
Media Link for her vision I'm Good Company, and to
Jen Sealing, Vice President Marketing Communications of Media linkrogramming, amazing
talent and content
Good Company is a production of iHeartRadio.
Speaker 2 (00:03):
Our hurdle at this point is just the fact that
we were a seventy plus year startup. Hi.
Speaker 3 (00:15):
I'm Michael Casson. Welcome to Good Company. We're all explore
how marketing, media, entertainment and tech are intersecting, transforming our
lives and the way we do business at a breakneck speed.
I'll be joined by some of the greatest business minds
and strongest leaders who will share how they built companies
from the ground up or transformed them from the inside out.
My bet is you'll pick up a lesson or two
(00:37):
along the way. It's all good Today. I have the
pleasure of welcoming to Good Company. Edenbridgewater Splenner the owner, chairwoman,
and CEO of Ebony and Jet. Since nineteen forty five,
Ebony Magazine has shined a spotlight on the worlds of
black people in America and worldwide. Today, Ebony is still
(01:00):
one of the most relevant and recognizable brands committed to
making informational lifestyle. But I will tell you that whilst
Ebony Magazine has been around since nineteen forty five, Eden
has not. But I have become good friends with Eden
in the very short time, and I know that as
you listen to Eden, you'll all become friends with Eden.
(01:20):
So Eden, welcome, thank you.
Speaker 4 (01:22):
For having me. I'm so honored for this conversation today.
Speaker 3 (01:26):
I would love if you could start by kind of
giving our audience a bit of your background and how
you've charted your path both personally and professionally.
Speaker 2 (01:36):
Absolutely so, I love to tell people that what makes me,
I think me and is the fact that I was
born in Los Angeles, so I feel there's always been
that sense of the Hollywood entertainment aspects of what's very
deep inside of me. But I have the fortune and
opportunity to grow up in Louisville, Kentucky, so that afforded
(01:59):
me the the southern hospitality aspects of my personality. So
the conflicts of Los Angeles and Louisville have a fun
way of coming out. But for me, I also it's
unique that my father played in the NBA, especially during
a time when they weren't making the type of money
(02:21):
that you see NBA players making now, and so for him,
once he was done with his twelve years of playing,
he had to figure out life after. They didn't make
enough money to just you know, ride your NBA contract,
and so he got into the restaurant industry.
Speaker 4 (02:40):
And for my family and for myself.
Speaker 2 (02:43):
Over my thirty six young years of life, I've been
fortunate enough to witness my parents build our family business.
Speaker 4 (02:51):
But for me, and like all kids.
Speaker 2 (02:54):
I had no desire to work in the restaurant industry.
I thought I was going to to go to New
York after high school and go to either Persons or
Fit And I was getting into the fashion industry. I
didn't know how or what, but that was what I
was going to do.
Speaker 3 (03:13):
That was your north star.
Speaker 2 (03:14):
It really was, I think just being in Louisville, obviously
not a fashion capital of the.
Speaker 3 (03:19):
World, but a great city. Yes, I learned a long
time ago you have to pronounce it properly. You and
I talked about pronunciation, but Louville because I once said
to somebody I'm going I'm going to Louisville and they said, no,
you're not.
Speaker 2 (03:34):
Yes, yeah, we for some reason, I don't know why
we pronounced it that way, but it's our Southern way
of just swallowing that word.
Speaker 3 (03:42):
There you go. So Eden, you chartered that north star
towards fashion. So as you were on that journey. You know,
I kind of interrupted you.
Speaker 2 (03:52):
I think, like seeing these amanas of the fashion industry
through either the pages of obviously Ebony, but also other publications,
what they didn't tell you is what maybe an entry
level position out of college in the fashion world was
going to make. And I said, you know, maybe this
dream of mine at this present moment isn't necessarily worth
(04:15):
a thirty thousand a year salary kind of living with
ten roommates in New York. So I pivoted, and I
went to University of Louisville as my undergrad and went
into the family business after because I graduated in two
thousand and eight, which was a wonderful time of the
country being in a recession and aude and my parents
(04:39):
said I could do anything, but I was going to work.
That's part of our family DNA. We started working at
very young ages. I love to tease them that were
their child labor laws possibly broken? They say no, because
we were working for the family business.
Speaker 3 (04:54):
So it's a but I'm with you because it's funny
you say that. One of the things I say to
one of my children as they were growing up. This
was the one who ended up in you know, was
desirous of and aspirational about being in the movie business,
and when he graduated from college, he said, I'm going
to move to New York. And I said, well, that's great,
but if you really want to be in the movie business,
(05:16):
you know you are from LA, you might want to
think about LA because that is the center. Not that
there isn't an ability and an opportunity in the movie
business in New York. I'm not saying there isn't, but
you kind of would come to where the center of
it is. I said, because you understand, regardless of the
economic you know, well, being of the family or not,
(05:37):
you're not moving to New York and not working. Like
You're not going to New York and not getting a job.
So you're going to have to find a job. And
if you want to be in the entertainment business, my
bed is you're going to try to find a job
in the entertainment business. And all I would say is
probably more opportunities to do that in LA.
Speaker 4 (05:52):
Yeah.
Speaker 3 (05:53):
Call me crazy, but I had that same dialogue with
my kids, like, you're not just going to New York
to not work and find yourself. That's not happening. This
is in a gap year. Not that a year is
a bad thing, but this isn't a gap year. This
is you're you're out of school. You're going to work.
Speaker 2 (06:08):
Although I really would love to if I would have
even known about got the idea of you by the way,
with you, Yeah, I wonder how my parents would have
responded to that.
Speaker 3 (06:18):
But yeah, you know, people ask me if I had
a gap year. I said, no, I had a gap minute.
Speaker 2 (06:23):
Yeah, oh, I don't even think I had that. The
night of my college graduation, we're out to dinner and
my father's said, okay, now you graduated. What's happening when
I check, like, give me a second, he said, no,
absolutely not you it's time to work.
Speaker 3 (06:38):
It's time to go to work. Yeah, no, no, no, listen,
I have the same view. But I will say, and
then we can certainly move on to the current time.
But you know, I do think that that gap year
opportunity is something that I wished I had because I
never had that moment to smell the roses and you
know it was I was on a mission and sounds
like you were as well.
Speaker 2 (06:59):
Yeah, absolutely, And I think you know I had my
i'd say gap time. Later in life, I went into
the family business. I moved to Chicago because I knew
I wanted to just see something else than being underneath
kind of the shadow of my my parents, our family
business here in Louisville, Kentucky, and so living in Chicago.
(07:19):
Then the next part was one hundred percent my parents
saying you needed higher education and especially if you're going
to be in business, you need a network of storts.
Speaker 4 (07:29):
And so I did.
Speaker 2 (07:30):
That, and they allowed me to focus in on school
versus having to work, and so I feel I was
able to kind of smell the roses a little bit
later and really determine what I wanted to do if
I was going to be in business. And so I
kind of obviously stayed working with my family business, but
always had my eyes out seeing what was going to
(07:52):
be exactly mine. And little did I know that the
brands Ebony and Jet were going to be my future
as far as being a full on entrepreneur, contributing to
my family business and stettying a new path for myself
professionally but also personally because I was going to be
(08:13):
moving into a space that made me have to step
out even more into the public eye. Since the restaurant industry,
you can very much stay in the back of the
house and ride that wave.
Speaker 3 (08:26):
So yeah, well you rode the wave. Well, you've been
on a journey now eaten with Ebony and Ebny media
in general to kind of take that legacy brand and
bring it into the digital era, if you will, I'd
love to understand that part of your journey.
Speaker 4 (08:46):
Well, how much time do you have?
Speaker 3 (08:47):
No, but we've got some time.
Speaker 2 (08:49):
Well, I can tell you how it even came to be,
I think really sets the stage as to why I
pursued it. We can all remember where we were in
the summer of twenty twenty. We were sheltering in place,
trying to understand this pandemic, this virus that was affecting
(09:09):
so many individuals. But we were also dealing with the
racial uprising with George Floyd, Ahmad Aubrey and Breonna Taylor.
And being someone who grew up in Louisville, Kentucky and
breonn and Taylor being front and center for that city
at that time, I witnessed that there was a missing
(09:30):
voice throughout that entire timeframe. And my family we have
quarterly business meetings, and my father brought to the table
the opportunity to purchase these assets at a bankruptcy because
sadly that's what had happened to them, and also sadly
for the second time, and I just felt for the
(09:50):
impact that these brands had had for generations myself included
how could they not have survived? Like what was it
that they couldn't transition or understand on's landscape change from
the magazine to the digital era.
Speaker 3 (10:04):
And because so many brands had to do that and reimagine,
And to me, you can look at the vaunted names.
If we were creating the Hall of Fame of publications
in print publications, obviously originally the usual suspects would be
on that list, but Ebony would definitely be on that list,
(10:25):
no doubt in terms of not just because of the niche,
but because it's a brand that had and now again
does have real resonance. But if I was thinking of
coming up with in my mind top ten magazine titles
that I would think of, sure it would be Time Magazine,
and my age I would be Life Magazine, and even
(10:49):
Magazine and NEWSWEEKND, but Ebony would be in that top ten.
There is no doubt about it of brands that I
would think of that represented the legacy of a print media, right. Yeah.
Speaker 2 (11:01):
And the fact that the ones that you have said
so many that would be part of that list made
that transition into exactly yes. But there isn't another ebony.
There isn't another jet that has ever been created. And
so I felt I understand business. I have the support
(11:23):
of business operations. I just had to find a team
that could bring their expertise in the digital era to
these brands and say we can start with over seventy
years of IP of a brand, equity and awareness, let's
go out and create a new business. And that's what
(11:43):
the past two years have been of understanding what the
brands are, how they really are understood in the landscape today,
but reimagining what they can be for the future.
Speaker 3 (11:56):
Well. And also, you know, we're in an era right
now when I use a word again, we're in a
in error right now where there's a growing appetite, if
you will, for what we would call I think probably
we'd agree on intentional media investment to create a more
kind of inclusive and diverse advertising environment. The apperture has
(12:16):
been opened by the investment side of the business to
be looking at black owned businesses as a place that
intentionally we need to be investing more media and more attention,
intentionally intention and attention to the space for obvious reasons.
You know, you listen to the marketers talk about the percentages,
(12:38):
and then Mark Pritchard from Procter and Gamble last October
made the statement that we're past the day, at least
he was speaking about Procter. We're past the day of
thinking of it as a multicultural market and a LATINX market,
and a black market and a general market. That is
the general market. Let's talk in real terms. The general
(12:59):
market is now all of those constituencies that were previously
thought of as well. That's the black market, that's the
lack nex market, that's the lgbt Q market. No, that's
the general market. That is what we're all looking at.
And I think that's an important point. However, you also
have the benefit of the aftermath of George Floyd and
(13:21):
the awareness that that created, yes of so many things,
but one was the lack of investment in black owned businesses.
And you know, that is a card that is a
great card to be playing right now because people are
leaning in as opposed to leaning back.
Speaker 2 (13:38):
Oh yeah, I mean, you couldn't write the timing of
our acquisition and what's happening in the world in the
marketplace any better. I mean, we took over these brands
January twenty twenty one. You have all the corporations making
their pledges, you have all the agencies saying we're going
(13:59):
to hold the clients that we are representing to a
certain percentage as well.
Speaker 4 (14:05):
So I say, our hurdle at this point is.
Speaker 2 (14:09):
Just the fact that we were a seventy plus year
startup the brands, buying them out of bankruptcy. All previous
employees had been furloughed. So we started day one hiring, recruiting,
trying to find the best talent to bring to this
vision of what Ebony was, but also what it needs
(14:30):
to be moving forward.
Speaker 3 (14:32):
Yeah, you can be steeped in the history, but you're
looking forward. Which is what attracted me to this conversation, was,
you know, the beauty of it is, as I said,
you have a willing, you have a right to win
now in because the marketplace is, as I said, leaning
in for the right reasons. I think in most cases
not because they have to. But what they were forced
(14:53):
to do was be more aware. Yes, I they were
forced to do is be more aware. Nobody atally forces
you to then take the next step. But those responsible
marketers are looking at it and saying this is not
just good for that, it's good for business, like that's
going to drive my business. And I can see that
(15:14):
in a meaningful way. And therefore, why wouldn't I do it?
Why wouldn't I be spending more A and B from
the consumer perspective. And I'm going to shut up in
a minute and let you answer me. I promise, but
I can't promise. I'll shut up, but I'll talk less
and listen more. But the upshot of it is no
(15:35):
different than they see her movement that the industry launched
with the NA to avoid the objectification of women and
the things that were also very important from a gender perspective.
The tagline there was the one that caught me, which
was you have to see her to be her. And
that's true of every community. If you see yourself in
(15:56):
that position, if you can't have that aspiration, because we
all have goals, we all have you know, north stars,
If you can't envision yourself on that planet of the
North Star, then you're never going to get there. And
so the idea of bringing that to the community is
you're doing something that's critically important to the community culturally
(16:18):
as well as economically and business wise, and the feasibility
and the efficacy of all of that, you're doing good.
Speaker 2 (16:25):
You know when you say it, I'm like, oh wow,
Like it just felt like is that everything that? Like
I feel this weight, but no, but you are you
are correct. I wake up every day in a position
to store not just yes, a legacy publication or a
legacy and the sense of what Ebony was. But I
(16:46):
have the responsibility now to steward this for what the
future looks like, for representation for our target audience and
connecting the brand in a way that expands the understanding
of upward mobility for people of African descent. Like at
(17:06):
the heart of what I do every day is trying
to find more opportunities to connect Ebony with that mission.
And that's the fun part because unlike maybe years ago,
where it was maybe harder to find and to see,
we have social media. We have individuals also making sure
(17:28):
that their voices are heard. So connecting the dots becomes
much easier now than probably it did to previous individuals
who have the same task with Ebony.
Speaker 3 (17:40):
So let me ask you a question.
Speaker 2 (17:42):
Eden.
Speaker 3 (17:43):
What attracted me to again to this conversation. I've said
that before, but I'll say it again. Was your acknowledgment
of the fact that many marketers, whilst they want to try,
don't know how to approach this market. And you know,
they don't want to and they shouldn't want to look
like they're pandering to a market or just kicking a
(18:03):
box or you know, you want to avoid that at
all costs, because we're in a world where the consumer
looks through that and doesn't see authenticity. So how do
you advise brands this is the way to be authentic
with this audience.
Speaker 2 (18:18):
I think it's first acknowledging that that is a blind
spot for their organization. I think so many times within
that dialogue that's not something that a brand wants to
be vulnerable enough to say. So first, even acknowledging is
step one. Step two is to actually listen. If we
(18:42):
are a representation of this audience, you understand their purchasing power.
Allow that brand Ebony to be the one that comes
to you with the ideas of collaboration. Yes, we have
to understand that a brand has certain pillars in objectives
and how they measure things, but that idea of authenticity
(19:05):
has to be led by the partner, which is ebony,
and that we have to hold ourselves accountable to how
do we make sure that the things that we're putting
out in the marketplace a yes, are aligned with the brand,
but also that we are very much focused on that
(19:26):
consumer because you said they will let you know, and
they have a number of ways now then previously to
let you know whether they feel you connected something to them,
and that we're still talking to them in a way
that impacts their lives, that is entertaining, that challenges them
in a way that pushes them to be better. And
(19:48):
so I think we sit in a very interesting seat.
But it really is for that brand to listen and
to allow us to leave and let.
Speaker 3 (19:58):
Me ask you a question. Great point. It's kind of
like if you go to a doctor or a lawyer.
I was a lawyer for the first ten year I
practiced life. Still a lawyer, but I practiced law for
the first ten years of my life. Clients would come
to me and ask me for my advice, and whilst
I didn't insist that they listened to me. I'd kind
(20:18):
of say, listen, this is the advice you asked for, exactly,
let me let me help you. It's the same thing
as when you go to the doctor and the doctor
says this is the diagnosis. Doesn't mean you don't get
another opinion. You know. My favorite joke there was Rodney Dangerfield,
the famous comedian who used to have that. His shtick
was I don't get no respect, right, that was his thing.
(20:41):
And he said he went to the psychiatrist and the
psychiatrist gave him the diagnosis, and the psychiatrist said, you're crazy.
And he said, well, I'd like another opinion. And the
guy said, okay, you're ugly, so you know, but I'm okay.
Speaker 2 (20:55):
But you are correct in the sense of the the
authority that we hold.
Speaker 3 (21:01):
You're the doctor in this case, exactly the thing. I
have a problem, doctor, It hurts over here, and you're
telling me this is how you can put a salve
on that wound. This is how you can heal this
by doing it that way. If I don't choose to
listen to you, okay, but I'm probably going to miss
the mark then and I'm going to still suffer from
the same pain exactly.
Speaker 4 (21:22):
But I would say the other side of thought that.
Speaker 2 (21:26):
I have challenged our team with one because I came
from the brand side previously, so I very much understand
being on the other side of the table and telling
someone how the media should run and where it should
go and all of those those aspects. And the one
thing that I think, because of having that side of
(21:48):
my career journey, I have to find the right ways
to convey our return on investment to brand.
Speaker 4 (21:56):
Absolutely, but and it's not going to be the.
Speaker 2 (21:59):
Way that I think it historically has been because the
world is changing and measuring an audience, engagement and such.
Speaker 3 (22:08):
Is totally different now than it used to be exactly.
Speaker 2 (22:11):
But we have to be able to come to brands
with the research and the data, which is something unfortunately
in black on media hasn't necessarily always been something we
could provide. But now again, being someone who is used
to having the brand insights and such of what our
consumer on the restaurant side is saying, I have to give.
Speaker 3 (22:34):
That also to you need I'll let you know a
little secret and our listeners in a little secret. Before
I went into the media business, my experience in the
media business. Interestingly enough, was I did own a chain
of fast food restaurants. Ye I did, I did. I
owned a very large swath of the alp Foyo Loco chain.
I love well. And the reason I used to be
(22:54):
in Louville on Shelbyville Road was I was a large
franchise e of Rallies hamburg But the reason I bring
that up is my first experience in the media business.
And here I'm somebody who would be considered somewhat of
an expert in the media business, absolutely as a client
owning fast food restaurants, quick service shall we say quick
(23:17):
service restaurants, and having to understand the media because it
was my money exactly. I was actually spending my money
on literally like these spots and dots, if you will,
and so I had to understand it and get underneath it.
So you and I come at the media business from
exactly the same place you were doing chili's and weddings.
(23:39):
I was doing elpoy Local and Rallies Hamburgers, but similar stuff.
So we will bond it in more ways than you know.
Speaker 2 (23:46):
I love it. I see you talk to someone long
enough and you learn we're more alike than we ever ever.
Speaker 3 (23:53):
Understand aimen to that.
Speaker 4 (23:55):
I can tell you if.
Speaker 2 (23:56):
That was a Jeopardy question, I would have lost out.
Speaker 3 (24:01):
Well, can I tell you the best jeopardy question? This
is funny because it goes to the quick service restaurant business.
So years ago, when we had one of our openings,
we hired some out of work struggling actors to put
on chicken costumes to come to the opening of one
of our restaurants. And it happened to be that we
went to Western Costume Rental and got the chicken costumes
(24:24):
from Stir Crazy from the movie with Richard per and
Gene Wilder, and they were It was a very funny
movie back in that era, in that time period. Anyway,
long story short, we hired this actor who knows from where.
It turned out that that actor was Brad Pitt. Stop
it and if you go online right now, all of
(24:45):
our listeners, and you type in what was Brad Pitt's
first job, it will tell you that it was wearing
a chicken costume and at El Poyo Loco restaurant. And
of course later on in life, I didn't know it
because he was just an out of work actor. I
didn't you know, his name was not relevant at that time.
I don't want to say that to be rude, but
here's the chicken costume. Put it on, thank you. And
(25:06):
later on I'm reading the paper or People magazine or
something and it says, you know, as they do with celebrities,
what was your first job? And he says, I was
a chicken. I weren't chicken costume at an El Boyoloco restaurant.
And when I met Brad later in life, we made
the connection. So it's just funny. You know, what was
your first job? I was a chicken at El Boio Loko.
(25:27):
So there you go.
Speaker 2 (25:28):
I love it one because I think a it speaks
to you never know someone's journey, and I'm sure amen
to that present moment. Whomoever, you know, we see all
the time where the stories of you know, someone who
maybe was a janitor and then wasn't treated well and
then ends up being the CEO of that corporation. And
(25:51):
it actually has been something that is foundational on how
our family business has been set up where we say
we're in the people business.
Speaker 4 (26:00):
We just so happened to.
Speaker 2 (26:02):
Be in media, in the beverage industry, food and hospitality
and such and we treat individuals with the idea of
the inverted pyramid, where the CEO is at the bottom
and the guest or those that in the hierarchy of
society would be the least, we say are the greatest
because you never know that person has their own journey
(26:24):
and to treat each person you come in contact with
with the same respects. If they were Brad Pitt now
meeting Brad Pitt in the check and costume, would you
have treated him the same? But you never know that
interaction could have been later in life, something that he
remembered and said, Yeah, I would love to do your movie.
Speaker 4 (26:43):
I would love to partner with you over here.
Speaker 3 (26:46):
It's so apropos And thank you for bringing me back
because you know my tendency is just to go off
and riff into stories, and you brought the Brad Pitt
story back to the center of you know, people's journeys,
and it's and what you're doing and let me find
a way to kind of weave this in. But what
you're doing is you've had the good fortune of doing
(27:07):
well and now I believe you're on the path of
doing good, but you're also doing well. Yeah, because what
you're doing is important for the market. What you're doing
is important for the brands, and what you're doing is
important for you because you've made an investment to buy
these brands, and so you have a reason to want
them to succeed. Obviously, that's called capital, and that's okay. Yes,
(27:30):
I'm a fan of that. I'm a big fan of that.
But you know, the idea of the timing, as you said,
one couldn't have come up with better timing to reinvigorate, reanimate,
reimagine these vaunted brands. Those are all words that I
think would be applicable here. And you know, we're in
(27:50):
a world where content of all sorts is the most
important driver we have, Yes, and being close to where
content is created and working with people who are authentically
able to create that kind of content, that's magic. And
that's why I would think Ebony and Jet is lined
(28:12):
up for great success because you're at the right time,
at the right place, with the right message and the
right goods. You got the goods, that's the important part.
It's not hey, we could build this or we can
make this important. You have important brands and partnering with
other important brands is magic.
Speaker 2 (28:34):
Exactly. You know what I'm going to have you just
go around and say it for me. You say it
so so well I don't have to say it myself.
Speaker 3 (28:41):
Well, you say it brilliantly, Eden, And I'm excited for
what's ahead. And I appreciate you spending time with me
this morning, and I know our listeners will share that
same view because your journey is not one that's the
normal journey. You've had an interesting journey with some left
turns and right turns, but it seems like you ended
up with that north star you were going for in fashion.
(29:03):
You found it in publishing and in digital and in
content and in marketing and in messaging and all of
those things.
Speaker 2 (29:11):
Absolutely, it's you know, you think life is going to
go one way, and that's why I just one of
the things. Especially, you can get overwhelmed in this seat
of thinking, you know, what do I need to do
next year? And yes you have to plan, but just
living what is today going to bring and focus in
(29:32):
and that allows the being present, because five years from
now I'll have to look back, I won't necessarily have
the pleasure of just being in this moment of the
new and starting and the left turns we already have
made over two years and so it's a good time
(29:53):
to be in the seat that I'm in.
Speaker 4 (29:55):
I won't even line to you well you.
Speaker 3 (29:57):
Wear it well. And by the way, the fashion side
of your north Star just looking at you, you've still
got that, You've still got the fashion stuff going on.
Speaker 2 (30:06):
My husband is like, oh gosh, what did I now
sign up with with it? Because yeah, every day I
get to live out a dream that I just didn't
realize would come in this packaging. So yes, I'm lot
fashion and Ebany gets to tap into that.
Speaker 3 (30:22):
Love.
Speaker 2 (30:23):
Eden.
Speaker 3 (30:23):
I'm looking forward to seeing you in a couple of
weeks and I'm excited that we got a chance to
get to know each other, and I'm equally excited for
our listeners to get to know you a little better.
So Eden, I want to thank you for joining me
on Good Company today.
Speaker 4 (30:36):
Now, thank you for having me.
Speaker 3 (30:43):
I'm Michael Cassen. Thanks for listening to Good Company.
Speaker 1 (30:48):
Good Company is a production of iHeartRadio. A special thanks
to Lena Peterson, chief brand Officer and Managing Director of
Media Link for her vision I'm Good Company, and to
Jen Sealing, Vice President Marketing Communications of Media linkrogramming, amazing
talent and content
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