JET Could Do More

With such a large African-American readership, JET could provide a better service by showing its constituency how to empower itself. It offers heaping doses of pointless materialism, entertainment hype and often old news. From its Chicago dynasty, it has made few efforts to reach out into communities or to find out what subjects its readers are interested in. Surely most African Americans have more issues than who's top in entertainment. Surely they want to be more than just willing subjects to entertainment public relations firms. There will always be a market for the magazine because its basically the only well-established game in the biz. But it could do more!