In not-so shocking news, the magazine I grew up reading with my mom (don’t judge me) now has a white fashion director. I wish her well, but isn’t there ONE woman of color who was qualified? Read the rest for more details on the major move…

You get the feeling Essence is becoming desperate. In my earlier Facebook notes, I wrote about my love for a trascendent piece of media that seemed to withstand the tests of time.

Now, I’m feeling a bit different.

I can’t be too mad. In May, I read a brilliant article published in the Atlanta Post that documented the delirious failure of Honey Magazine, which was once upon a time, Essence’s competition.

I get the feeling Essence doesn’t want to die. That’s a good thing, but at what cost? Clutch Magazine outlined the issue here:

“In 2000, media giant Time Warner acquired 49 percent of Essence Communications Partners, and in 2005, the conglomerate purchased the remaining 51 percent. The news was met with a strong contention by the Black community who viewed the transaction as yet another Black business takeover. Time Warner’s purchase of the beloved Essence brand came on the heels of Viacom’s acquisition of the Black Entertainment Television. Essence and Time Warner have yet to officially announce the hiring, but media site, Media Bistro released an article on Monday revealing the pick is Ellianna Placas, formerly of O: The Oprah Magazine and US Weekly. The report confirms Placas will make her official debut with Essence in their 40th anniversary commemorative September issue.”

So did Time Warner push the hire of Placas? Who knows…

Will Placas’ expertise push Essence into new genres and save the magazine? She just might. With a new perspective, it may bring attention to other nationalities and cultures; uniting women for a better cause (and profit).

But at this point, does it matter? It was supposed to be a magazine for black women… Maybe things are changing. The question is, is it for better or worse?