The Legacy and Return of Jet Magazine

By Alisha Mess

April 14th, 2023

For 63 years, JET magazine served as a cultural pillar in African-American history. From its fearless coverage of pivotal moments during the Civil Rights Movement to capturing the essence surrounding America's first Black presidency, JET magazine represented the voices of the Black community. 

Founded in 1951 in Chicago, Illinois, during a time when few publications dared to recognize authentic Black stories, creator John Johnson from the Johnson Publishing Company (JPC) was determined to introduce African Americans to stories encouraging them to see beyond society's racial limitations and immerse themselves in a world where Black joy was displayed for all to honor and celebrate. 

Behind every alluring cover, Jet told stories that showcased Black achievements, entertainers, political leaders, and topics that captured the interests of everyday Black Americans.

In May 2014, the Johnson Publishing Company announced that Jet Magazine would end its print publication due to declining sales and advertising revenue caused by social media's growing influence on the magazine industry. The company claimed it would transition to a weekly digital magazine app, providing readers access to enriched content such as breaking news, interviews, and the JPC archives.

Although this plan did not go as initially intended, with both Jet and Ebony (its sister publication) websites being sold in 2016 by heiress Linda Rice Johnson and JPC filing for bankruptcy in 2019, nine years later, Jet is now under new management (Bridgeman Sports & Media), and ready to embark on a new era. 

As a part of its revival, the pocket-size magazine stays true to its origins as it returns to shelves for a collector's limited edition starring April cover star, Pinky Cole, CEO and founder of the vegan hamburger chain, Slutty Vegan.

After opening her restaurant in Atlanta in 2018, Cole has gained overwhelming popularity for promoting vegan comfort food within the Black community and has turned her business into a $100 million vegan empire chain. In this collector's edition, Cole discusses how she built her empire, is reshaping culture, and is supporting Black entrepreneurs through the Pinky Cole Foundation. 

"It's amazing because I was the little girl who would always watch who would be on the cover, and my grandmother would have the publications on the table in the living room." Cole said on Good Day Atlanta, "To be the cover girl for the magazine is humbling. I'm honored, and I don't take this for light. I'm just happy to be able to do something like this with the iconic Jet Magazine."

In a collaborative Instagram post, Jet and Cole shared the news and fans couldn't be happier about the return of the legendary magazine.

"I need my copy please! Where can I get one??" said one user (@Kadillackmorningshow) in the comments.

"Wow, this is beautiful. I remember being so excited to read @getjegmag. What I realize today is its because I always saw people that looked like me. @Pinkynicole imagine the positive influence you are making to young ones that will enjoy the same experience today." Said another user (@_madisonrosebakery_) in the comments.

Daylon A Goff, President of Jet Magazine (since 2022), told Good Day Atlanta that Cole's remarkable achievements made her the perfect cover star for Jet Magazine.

"We're so proud of Pinky, and we know the world is, and we want to be able to tell that story in a way that everyone is able to see it all through."

Fans can find Jet's limited Collector's Edition at their local Target, CVS, Walmart, and similar retailers until supplies last.