All Articles Tagged "michael bullerdick"

That Was Quick: Essence Fires White Fashion Director

July 26th, 2012 - By Brande Victorian
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It was just two years ago, almost to the date, that Essence announced it had hired Ellianna Placas as it’s new fashion director. Coming from experience in fashion publishing that spanned 0: The Oprah MagazineUs WeeklyReal SimpleNew YorkMore and Life & Style, Placas certainly had the general professional credentials for the job, but there was just one thing the magazine’s readers and fans felt she was missing: African American heritage.

The hire was highly controversial for the magazine that later hired yet another white editor last year, leaving an even more bitter taste in reader’s mouths. And now after the white managing editor chapter has been closed with Michael Bullerdick getting the boot over his right-wing Facebook posts, Essence has also let Placas go. According to Page Six the reasoning has to do with her inability to see eye-to-eye with Editor-in-Chief Constance White. A source told the NY Post:

“They had different visions for fashion coverage.”

An Essence spokesperson confirmed the news with the post and didn’t comment any further except to say that the search for her replacement is ongoing. Placas wasn’t available for comment either.

Since Angela Burt-Murray was the editor who brought Placas on—and strongly defended her competency in fulfilling the duties of the position—it’s possible that with a new editor now in place, Placas’ vision no longer meshes with the overall brand. White could also be seeking to revamp Essence’s image which has taken a bit of a turn for the worse, not solely because of these white hires, but because many readers already felt the magazine was out of touch with what they wanted in a publication, and for some, these hires only drove that point home further.

Eyes will definitely be on the mag to see who they ultimately pick to replace Placas. All I can say is they better choose wisely.

What do you think about Placas’ firing? Was it based on just a clash of opinion or something more?

Brande Victorian is the news and operations editor for Follow her on twitter @Be_Vic.

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Will Essence Listen Now?

April 24th, 2012 - By Brande Victorian
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Revisiting Essence magazine’s shift of their white managing editor into a new role after his right-wing views were exposed on Facebook, I agree with readers here who feel the move was an excuse to get Michael Bullerdick out of the position. The swiftness with which the decision was made and the comparably minute articles he’d posted compared to the public blunders of other media personalities who’ve been allowed to keep their jobs suggests the magazine may have been waiting for an opportunity to remove the white editor in a way that wouldn’t make it seem as though it was simply taking it’s reader’s racial concerns to heart when he was hired in the first place, but perhaps they should have.

It obviously doesn’t take a particular ethnicity to be able to tell when someone’s syntax is wrong or their grammar is off, but when we’re talking about a magazine who’s readers are 99.9% black women it would certainly make sense that someone who would read the content themselves would have a better eye for checking for things like tone, and I don’t think there’s anything wrong with saying that. I can’t tell you how many editorial job descriptions I’ve come across for opportunities with a publication or non-profit that explicitly states the applicant must have significant knowledge of the Jewish culture or Hebrew community in order to even be considered. There’s nothing wrong with us doing the same, although for some reason we seem to have this attitude that we’re not being diverse enough if we express that sentiment despite the fact that we aren’t the ones who need to knock down barriers for other people, we need them broken down for us. I know Essence claims that Michael was only involved in production but he listed his responsibilities on LinkedIn as “Edit stories for tone and style,” so it appears one of the parties was confused about what his true role was. Now, that inconsistency is neither here nor there but I do find it interesting that this issue has sort of been swept under the rug with no response from the publication to its readers about how this was overlooked—and who might even replace him. I don’t think anyone who saw Michael’s wall was personally offended, but I do think it proves readers had genuine concern when they protested his hiring, much like the hiring of Ellianna Placas, a white woman, as the fashion director, a year and a half ago. Opportunities being what they are for black people, you would think the one place someone in fashion or publishing could get a high-ranking job if they so choose would be Essence, but the difference between the publication and some of the Jewish ones I’ve come across is those communities owned their content, and last time I checked Time Warner was hardly led by an African American.

That being said and this situation considered, I don’t foresee Essence listening from here on out. The former editor, Angela Burt-Murray, defended Ellianna’s hiring, saying she hand-picked her herself, and Constance C.R. White pretty much did the same with Michael. Whether they truly didn’t see an issue with the hirings or if they were coaxed into it by corporate politics and the powers that be, we’ll likely never know but either way it’s cause for concern. I know the go-to response around anything Essence-related is “I don’t care, I don’t read the magazine anymore anyway,” but we should care and so should they. It’s candid discussions like this that are essentially a free focus group for the magazine and its corporate leadership to see in plain color what their (previous and potential) readers want and how to make it happen. I’m curious how much further readership has to drop for them to get the point. On one hand the issues plaguing the magazine aren’t unique. The interests of society have become increasingly superficial and if you want to thrive and be profitable you have to cater to that somewhat, but being the innovator that it was when it first entered the market many have been hoping the magazine would find a happy medium without selling out to rathetness or racial pressures but that doesn’t appear to be the case.

Hiring a black person doesn’t guarantee that all of their ideologies will be in line with the publication and all black women for that matter but it does significantly increase the odds that the person put in the position will not only understand the issues plaguing black women but also have their best interest at heart with how their addressed and represented in the magazine and no one should want any less. There’s no better way to prove you really are the voice of black women than to have black women be the voice behind the content.

Do you think Essence will finally listen to its readers concerns over its hiring practices as a result of this incident?

Brande Victorian is a blogger and culture writer in New York City. Follower her on Twitter at @be_vic.

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Essence Moves White Managing Editor After Right-Wing Facebook Posts Exposed

April 23rd, 2012 - By Brande Victorian
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Continuing the social media + career don’t mix trend, Essence has parted ways with its white male managing editor after right-wing news posted on his Facebook wall was brought to the attention of the magazine’s editor.

Michael Bullerdick’s position with the magazine has been controversial from the beginning. When he was hired last July, many expressed their disapproval of a white man working on a magazine for black women. Despite the title of managing editor and describing his duties for the magazine on LinkedIn as lists “Edit stories for tone and style,” Essence Editor-in-Chief Constance C.R. White stated when he was hired, “Michael is responsible for production and operational workflow. He has no involvement in editorial content.”

Whether that’s true or not, the content on Michael’s Facebook page is what led to his demise after a Journal-isms reader sent in screen shots of his wall, writing in an email:

“Essence readers would be shocked to find that Bullerdick, who under the prodding of Time Inc became the first white male editor at the magazine last year, openly espouses extremist Right-wing views that run counter to what Essence has historically stood for.”

The views referenced include an April 10 posting headlined, “No Voter Fraud, Mr. Attorney General?” with a video by conservative activist James O’Keefe. The same day, Bullerdick also posted a photo illustration of Al Sharpton titled, “MSNBC Race Pimp.” He also regularly recommends material from the conservative magazine Human Events and the right-wing website One post included “the Frequent Bomber Program,” an article about 1960s anti-war radical Bill Ayers on which Bullerdick wrote, “Obama’s mentor and friend.”

When this news first broke on Journal-isms Friday, White issued this statement, saying:

“As editor-in-chief, I’m responsible for all editorial content for Essence. I hired Michael to manage the production schedule of Essence. As head of production, he does not attend editorial idea meetings, nor does he get involved in the editorial direction of the magazine.”

By the end of the day, a spokeswoman said:

“By mutual agreement, Michael has accepted a position in another division.”

When Essence was questioned about their social media policy, the spokeswoman said employees should follow the current Standards of Business Conduct, which is distributed to everyone at the company. She also said Dan Okrent, who leads Editorial Standards and Practices for Time Inc., has been working with the magazine’s top Editors to develop a specific social media policy, which will be released when it’s completed.

There’s no word on what Bullerdick’s new role is within the company, but this shift certainly demonstrates the fine line between an employee being able to express personal views that are inconsistent with those of its employer on social media.

Do you think this move is fair?

Brande Victorian is a blogger and culture writer in New York City. Follower her on Twitter at @be_vic.

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Essence Hires White Man as Managing Editor

July 13th, 2011 - By Veronica Wells
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Essence Magazine is back in the news again because of another controversial decision they’ve made. It was only last summer when former editor, Angela Burt Murray announced her decision to hire Ellianna Placas, a white woman, to take over as the magazine’s fashion director.

Recently the magazine, which has been hailed as the black woman’s bible for decades, has decided to hire Michael Bullerdick as their managing editor. Yes Michael is a man’s name–because Michael is a man. He’s also white. As managing editor Michael will run the day to day operations of the magazine.

Editor-in-Chief, Constance C.R. White, defended her decision to hire Bullerdick.

“He has no involvement in editorial content of the black women’s publication.”

Still, the decision has left some people wondering. Were there no qualified black, female candidates who could fulfill the responsibilities of this position? Were there no women period?

In his take on the story, Boyce Watkins, professor and founder of “Your Black World Coalition” brings up a very salient point: “I’d love to see what lies in Bullerdick’s background that makes him a stronger voice for black women than black women themselves.”

One of Madame Noire‘s contributing writers, Christelyn Karazin, broke this story last week on her blog Beyond Black and White. She writes that she’s not surprised by this hire.

“Personally, I care not about Mr. Bullerdick swinging his manhood all over the New York offices of Time Warner.  It was inevitable.  Essence has become completely irrelevant to a new segment of black women…” You can read Christelyn’s entire story here.

So what do you think? Is Essence just hiring the best people for the job, regardless of race, or are they dishonoring or disenfranchising black women?

Let us know your opinion.