Jet Launches Bloggy Multimedia Site

Jet, the weekly African American – focused magazine, has rolled out a new Web project, MyJet247. The new site features specific verticals like news-focused Jet Buzz, Jet Beauty and Jet Style; several high-profile contributors; and a video section.

The new site is part of a broader effort by Jet parent Johnson Publishing, which also runs Ebony, to reposition its brands as more than just magazines. Melvin P. Young, Johnson’s acting chief marketing officer, says the company is looking to solidify Jet as a purveyor of quick takes on entertainment and news. Ebony, meanwhile, will focus more on driving a longer-term conversation among its readers.

MyJet247 has been hiring freelance writers to cover its multiple areas of coverage. So far Jet has rounded up celebrity bloggers Monica Barnett, Kelley Carter and Celena Gill, as well as entertainment reporter Miki Turner. Jet editor in chief Mira Lowe is heading up the website.

The video section focuses on behind-the-scenes looks at cover photo shoots as well as videos secured from outside Jet. One goal for the video site is to showcase underground musical artists who are on the verge of stardom, says Lowe.

It currently features an exclusive Jet interview with performers turned reality stars Brandy and Ray J. (“My favorite part of Jet was the Beauty of the Week,” says Ray J.)