Essence magazine is receiving fire — again — for hiring a white managing editor, Michael Bullerdick, at the legendary black publication.
This represents the second Caucasian to be hired in two years to take the reins in a department at the magazine that made its name on fashion, lifestyle, health and beauty for African American women. Last year, Essence received a lot of heat and headlines for appointing Elliana Placas to run the black women magazine’s fashion department.
Constance White, editor-in-chief at Essence, rebuffed claims of a conflict of interest via a statement to Journal-isms. She said that Bullerdick is “responsible for production and operational work flow. He has no involvement in editorial content.”
Interesting statement by White, to say the least, since in most newsrooms where I have worked, the managing editor is inextricably intertwined with all aspects of the editorial department’s story acquisition and publishing. In many cases, I watched as the managing editor ran daily or weekly meetings, made requests for certain stories to be covered, handed out assignments and even decided what stories did and did not make a particular edition, as well as the slant of the stories. Perhaps Essence has a unique operational flow to its editorial department.
Some are having great pains trying to digest the prospect of a white, male managing editor putting his cultural DNA all over a publication devoted to black women. In her blog, Beyond Black & White, Christelyn Karazin, who broke the story, was brutal in her assessment of the situation and made her resentment resoundingly clear:
“Personally, I care not about Mr. Bullerdick swinging his manhood all over the New York offices of TimeWarner. It was inevitable. Essence has become completely irrelevant to a new segment of black women who feel like their smarts, looks and loyalty should be appreciated.”
Bullerdick’s resume, according to his profile published on LinkedIn, includes stints as managing editor with American Media, PawPrint magazine and Celebrity Living.
Subscribers and casual fans of the magazine as well as industry veterans undoubtedly will be vigilant to discern the “operational flow” of Essence in the months to come.
What do you think about the new hire at Essence? In an industry that already exemplifies scarcity of opportunities for pedigreed African American journalists and editors — or minorities, in general, for that matter — is this another signification that whites are looking to further control the content of black publications that are owned by white people?
–terry shropshire
