User User ID Nod Area Name ---- ------------- --- -------- ------------------- 1H 72662,2630 BXJ Rm 1 William 2H 75567,1543 NUB Rm 1 Sheryl Huggins 4w 71613,3064 NUV Rm 1 Mike Holman Sr. 3H 74650,3411 WAY Forum Shirley Frazier/Swt 7H 76573,1177 DTL Rm 1 Bronze 6H 72702,2774 HZE Rm 1 Joanne 8H 76511,2027 AZA Rm 1 Lionel & Cheryl 9H 70761,2362 CVX Rm 1 Jacquie Brinegar 11w 73670,3675 RAD Rm 1 Robin 9H 75352,471 NNC Rm 1 Michael Robinson 11H 70003,3067 DXV Rm 1 Gene Allen 13H 100555,1361 EUN Rm 1 Lui 10H 73773,2143 LFD Rm 1 Leslie Kerr 7H 76725,1000 WII Rm 1 Lynnette 3H 100602,2620 LXU Rm 1 Lennox 11H 102016,1576 DMZ Rm 1 Susan Mullaly (1-4,Mike ) Hello! (1-1,William ) Greetings Mike! (1-2,Sheryl Huggins) so far, so good... (1-4,Mike ) hello Bronze (1-4,Mike ) We will begin in just a few (1-2,Sheryl Huggins) well there seems to be a bias against (1-2,Sheryl Huggins) macs among some folks in cyberspace (1-4,Mike ) I don't know why there is, some say the MAC surpasses (1-4,Mike ) the PC. (1-7,Bronze) Hi Sheryl, and Mike (1-2,Sheryl Huggins) those of us in the publications field love them, however (1-2,Sheryl Huggins) yes, but try getting proper software and srevice (1-2,Sheryl Huggins) from your internet provider. it's harder. (1-4,Mike ) I see. (1-2,Sheryl Huggins) Bronze, where are you from? (1-7,Bronze) I've never tried the Mac myself (1-7,Bronze) I'm from MI (1-7,Bronze) Detroit to be exact (1-2,Sheryl Huggins) okay. (1-7,Bronze) Where r u guys located (1-2,Sheryl Huggins) SHADE actually has had some distribution out (1-2,Sheryl Huggins) there, at the hip hop shop (1-2,Sheryl Huggins) on seven mile road (1-7,Bronze) Doris (1-4,Mike ) Hello Shirley (1-2,Sheryl Huggins) bronze, have you been to the hip hop shop? (1-3,Shirley Frazier/Swt) Hi, Mike (1-4,Mike ) Well we can get ready to begin... (1-2,Sheryl Huggins) hi shirley (1-4,Mike ) First we welcome Sheryl Huggins... (1-3,Shirley Frazier/Swt) Hi, Sheryl, glad to speak with you, too (1-2,Sheryl Huggins) hi william townley (1-4,Mike ) President (1-7,Bronze) No I havent't (1-4,Mike ) /Publihser of SHARDE Magazine!our Guest for (1-4,Mike ) this Conference! (1-4,Mike ) We welcome our Chief Forum Administrator (1-4,Mike ) (WizOp) William Murrell! (1-2,Sheryl Huggins) hello all (1-1,William ) Welcome to the Afro-American Culture and Arts Forum Sheryl! (1-2,Sheryl Huggins) thanks! (1-1,William ) Have you ever done this before? (1-1,William ) You doing so well!! (1-4,Mike ) Sheryl tell us how SHADE Began (1-2,Sheryl Huggins) Actually, SHADE Communications also publishes (1-2,Sheryl Huggins) SHADEOnline, which is available through New York Online. (1-2,Sheryl Huggins) While our area does not have chat capabilities, (1-2,Sheryl Huggins) the service does. (1-2,Sheryl Huggins) Well, first I should say that SHADE Magazine (1-2,Sheryl Huggins) is a guide to the cutting edge of African (1-2,Sheryl Huggins) American culture : music, fashion, (1-2,Sheryl Huggins) literature, performing arts, as well as the (1-2,Sheryl Huggins) folks that are making it, taking it & faking (1-2,Sheryl Huggins) it within our culture. (1-7,Bronze) I'm only visiting for a short stay today trying (1-7,Bronze) to learn what I can about Shade (1-2,Sheryl Huggins) We have been around since March 1994 in (1-2,Sheryl Huggins) the larger New York metro area, & certain (1-2,Sheryl Huggins) ther locations around the country. (1-2,Sheryl Huggins) We are an independent effort, & all of us on (1-2,Sheryl Huggins) staff are under 35. (1-1,William ) What's your niche Sheryl? (1-4,Mike ) My copy of Shade, says, "it"s about attitude", (1-4,Mike ) "black and READ all over". expound. (1-2,Sheryl Huggins) We started SHADE to address certain aspects of (1-2,Sheryl Huggins) our culture we thought weren't being covered (1-2,Sheryl Huggins) in Ebony, Essence, Emerge, etc. (1-3,Shirley Frazier/Swt) Sheryl, isn't Shade the magazine (1-3,Shirley Frazier/Swt) distributed around Fulton (1-3,Shirley Frazier/Swt) Street, Brooklyn? (1-2,Sheryl Huggins) yes it is (1-2,Sheryl Huggins) Our niche is as an alternative city magazine (1-2,Sheryl Huggins) focused on African American culture. (1-1,William ) Cool..what does it mean by "fakin" it (1-1,William ) in your earlier sentence? (1-2,Sheryl Huggins) Our focus up until now has been New York metro, (1-2,Sheryl Huggins) but we plan to expand in 1996. (1-7,Bronze) I wanted to know the same faking statement (1-8,Lionel & Cheryl ) Sheryl, is SHADE in Atlanta? (1-2,Sheryl Huggins) Well folks that rea making it are making (1-2,Sheryl Huggins) inroads in the mainstream culture, (1-2,Sheryl Huggins) e.g. Gabriel Tolliver, who was until recently a (1-2,Sheryl Huggins) producer for MTV; (1-1,William ) That's good. (1-2,Sheryl Huggins) Folks that are Taking it are entrepreneurs (1-2,Sheryl Huggins) & the like. They "do for self" as we like (1-2,Sheryl Huggins) to say. Barbara Diaz of Black Faces Are You is (1-2,Sheryl Huggins) an example (1-11,Robin ) Hello (1-2,Sheryl Huggins) Folks that are faking it are like African Pride, (1-2,Sheryl Huggins) the majority owned hair grease company (1-2,Sheryl Huggins) that attempted to trademark the wordd (1-2,Sheryl Huggins) African & then drive other hair grease (1-2,Sheryl Huggins) companies that are black owned into bankruptcy (1-2,Sheryl Huggins) with lawsuits (1-1,William ) Is business booming for these young turks.. (1-1,William ) you think the industry is getting easier to enter? (1-4,Mike ) Hello Robin! Sheryl you say in your editorial, (1-4,Mike ) that you don't believe the Rap Generation is (1-4,Mike ) degenerate, there is postive. Expound. (1-2,Sheryl Huggins) The means of production have gotten much easier. (1-1,William ) How so? (1-2,Sheryl Huggins) Advertising and distribution, however, (1-2,Sheryl Huggins) are much tougher for little guys like us (1-2,Sheryl Huggins) or African Americans it's even harder, (1-2,Sheryl Huggins) though not impossible (1-2,Sheryl Huggins) absolutely (1-2,Sheryl Huggins) i think that us folks following after (1-2,Sheryl Huggins) the Baby Boom generation have been getting a bad rap (1-7,Bronze) How so (1-2,Sheryl Huggins) I remember approaching a Black-owned bookstore (1-2,Sheryl Huggins) in the NYC area, owned by an older sister. (1-2,Sheryl Huggins) Her manager, also an older sister was (1-2,Sheryl Huggins) skeptical until she saw our mag. Then she (1-2,Sheryl Huggins) expressed surprise that we were so "literate". (1-4,Mike ) Why does the sterotype still exist? (1-1,William ) Wow..I'm glad she finally understood! (1-2,Sheryl Huggins) There is a perception that we are a whiny, (1-2,Sheryl Huggins) nihilistic bunch. (1-2,Sheryl Huggins) I say that yes, all Americans of our age group (1-2,Sheryl Huggins) are cynical becasue of changes int he economy (1-2,Sheryl Huggins) making it harder for us to survive (1-2,Sheryl Huggins) than the previous generation (1-8,Lionel & Cheryl ) Is your publication addressing the concerns (1-8,Lionel & Cheryl ) of young African American families who are (1-8,Lionel & Cheryl ) trying to direct there childern from the trap (1-2,Sheryl Huggins) I also say that Those of us who are Afam belong (1-2,Sheryl Huggins) to the first generation brought up on "the Dream." (1-2,Sheryl Huggins) We were taught that all peopole are equal, & then (1-2,Sheryl Huggins) we found out that that was not the caase. (1-7,Bronze) It sad to say, but I think there will always be some form (1-7,Bronze) of sterotyping toward AA (1-11,Gene Allen) Hi all (1-2,Sheryl Huggins) Sure, we're cynical, but we also realize, (1-2,Sheryl Huggins) I think, that we have to make our own way, (1-2,Sheryl Huggins) & create our own enterprises in order to (1-2,Sheyl Huggins) succeed. (1-8,Lionel & Cheryl ) ... away from the trapping of MTV BET CBS NBC ABC. (1-3,Shirley Frazier/Swt) Sheryl, SHADE addresses these types of enterprises? (1-2,Sheryl Huggins) Lionel & Cheryl, SHADE endeavors to serve (1-2,Sheryl Huggins) its niche -- African Americans 25-34 who are (1-2,Sheryl Huggins) into culture & the cuttting edge. However, (1-2,Sheryl Huggins) we are not family oriented, perse (1-11,Gene Allen) Maybe it's been addressed already, but how old is (1-11,Gene Allen) SHADE? (1-8,Lionel & Cheryl ) Thank you for responce (1-2,Sheryl Huggins) We believe that our message must empower & uplift (1-2,Sheryl Huggins) -- however, we do not try to directly address (1-2,Sheryl Huggins) every issue affecting Black people. (1-2,Sheryl Huggins) We focus on young adults. (1-3,Shirley Frazier/Swt) Do you focus on young adults in your (1-3,Shirley Frazier/Swt) region or across the (1-3,Shirley Frazier/Swt) nation? (1-7,Bronze) It is unfortunate that AA just has't been able to restore (1-7,Bronze) that unity that got lost (1-7,Bronze) somewhere along the way (1-2,Sheryl Huggins) Gene, SHADE is 14 months old. I should say (1-2,Sheryl Huggins) here that we put out 5 issues in print between (1-2,Sheryl Huggins) March 94 & January 95. (1-11,Gene Allen) Thanks Sheryl. (1-1,William ) How was the name "SHADE" determined? (1-4,Mike ) Sheryl tell us about the Magazine Dept. , (1-4,Mike ) "Makin', Takin' it,Fakin' it". (1-2,Sheryl Huggins) From now Until 1996, we will only be available (1-2,Sheryl Huggins) online thru New York Online, (1-2,Sheryl Huggins) a black-owned service provider. (1-11,Gene Allen) Is New York Online available on CompuServe or (1-11,Gene Allen) thru the Internet? (1-2,Sheryl Huggins) We are doing some additional financing to expand (1-2,Sheryl Huggins) the print version (it costs a lot to print a mgazine). (1-9,Michael Robinson) How does one get access to New York online? (1-2,Sheryl Huggins) New York Onlien is its own service. If you live (1-2,Sheryl Huggins) in the area & would like to check it out, (1-2,Sheryl Huggins) please email me at ShadeOnline@nyo.com, & (1-2,Sheryl Huggins) I'll make sure you get the start-up software. (1-2,Sheryl Huggins) The fee is less $6 per month, plusline charges. (1-8,Lionel & Cheryl ) Is SHADE covering the African American Spring (1-8,Lionel & Cheryl ) break this week in Atlanta 200,000 students (1-8,Lionel & Cheryl ) plus.... peace fun love. (1-2,Sheryl Huggins) It's about the young folks that are making (1-2,Sheryl Huggins) strides & taking headlines in our community. (1-4,Mike ) I really enjoyed that section! (1-2,Sheryl Huggins) recent making its include: (1-2,Sheryl Huggins) Gabriel Tolliver, MTV producer (1-2,Sheryl Huggins) recent taking its include (1-2,Sheryl Huggins) Barbara Diaz, who does those clay faces pins (1-2,Sheryl Huggins) with the funky hairdos, called (1-2,Sheryl Huggins) Black Faces Are Beautiful (1-2,Sheryl Huggins) recent faking its include African (1-2,Sheryl Huggins) Pride hair care co. (1-2,Sheryl Huggins) and ICE-T, wih his ghost-written bio (1-2,Sheryl Huggins) Right now, our focus is on covering local events. (1-2,Sheryl Huggins) However, Atlanta is a target for our print relaunch (1-4,Mike ) How can one get a past print issue if possible? (1-2,Sheryl Huggins) by the way, it's a shame about Freaknic (1-4,Mike ) Give us the Freaknic breakdown from your angel (1-2,Sheryl Huggins) Yes, folks can email me at (1-2,Sheryl Huggins) ShadeOnline@nyo.com or call 1-800-641-SHAD. (1-2,Sheryl Huggins) Be patient, however. (1-2,Sheryl Huggins) We have a backlog of orders. (1-4,Mike ) What are some of the things we can expect (1-4,Mike ) to see from SHADE in the future? (1-2,Sheryl Huggins) I wish I knew more. I will say that my past (1-2,Sheryl Huggins) experiences in Va Beach (1-2,Sheryl Huggins) (freaknic is a little after my time) (1-2,Sheryl Huggins) show that Black young (1-2,Sheryl Huggins) people are always viewed with suspicion. (1-2,Sheryl Huggins) After a while, they feel the pressure & (1-2,Sheryl Huggins) trouble can start. (1-1,William ) Cherly, to keep the pressure on, how much CASH (1-1,William ) investment are ya'll looking for..just curious? (1-1,William ) Or are ya'll looking? (1-1,William ) sorry for misspelling your name (1-2,Sheryl Huggins) Well, we are in the processof building (1-2,Sheryl Huggins) a web site for SHADE. Also, we're working on a (1-2,Sheryl Huggins) local spin-of publication, & an alternative (1-2,Sheryl Huggins) music CD sampler. (1-4,Mike ) execellent (1-9,Michael Robinson) Why alternative music? (1-1,William ) The music promoters are big into CD-bio (1-1,William ) samplers....just was speaking to handlers (1-1,William ) of Christian McBride... (1-2,Sheryl Huggins) If folks email us at ShadeOnline@nyo.com (1-2,Sheryl Huggins) with their address, I can put them on our (1-2,Sheryl Huggins) mailing list, so that they can stay current with (1-2,Sheryl Huggins) us, & order subscriptions. (1-1,William ) They plan to put stations in record stores that (1-1,William ) will be mini video disk with CD song samplers (1-1,William ) complete with artist bio (1-9,Michael Robinson) Why alternative music? (1-2,Sheryl Huggins) Michael Rob, we don't want to offer a (1-2,Sheryl Huggins) repackaging of what you can get through (1-2,Sheryl Huggins) vibe or rolling stone. Folks look to us for info on (1-2,Sheryl Huggins) the new jacks & the new trends, as well as (1-2,Sheryl Huggins) offbeat things on the historical tip. (1-2,Sheryl Huggins) We believe that Afams have set the cultural (1-2,Sheryl Huggins) trends inthis country for some time. (1-2,Sheryl Huggins) However, our media are always the last to cover (1-2,Sheryl Huggins) those trends, for some reason. (1-2,Sheryl Huggins) We want to be first. (1-1,William ) I believe that too! Right on SHADE. (1-2,Sheryl Huggins) We also choose our staff writers & artitic talent (1-2,Sheryl Huggins) using that philosophy. (1-2,Sheryl Huggins) Thanks (1-1,William ) Well actually I think our media has it... (1-1,William ) but it changes so fast.. not sure how valuable (1-1,William ) having the first angle on it is... (1-9,Michael Robinson) Are you doing this with the Black Rock Coalition? (1-2,Sheryl Huggins) Is anyone thining of starting their own business? (1-1,William ) but obviously knowing how to control it is key... (1-3,Lennox) Hi Everyone - Lennox in London (1-2,Sheryl Huggins) We have done special events with the BRC in the past (1-4,Mike ) How does one start a Publication? What to watch for? (1-2,Sheryl Huggins) hi lennox (1-3,Lennox) Just Listening! (1-2,Sheryl Huggins) Well, it's easy to create a product by using (1-2,Sheryl Huggins) desktop publishing. (1-2,Sheryl Huggins) however, one must plan in advance the method (1-2,Sheryl Huggins) of distribution, whether it be free, newsstand, (1-2,Sheryl Huggins) subscription, etc. (1-2,Sheryl Huggins) know who you want to target & what their habits are (1-2,Sheryl Huggins) (reading, spending, etc.). (1-3,Lennox) Try a SWOT analysis!!! (1-2,Sheryl Huggins) Many people make the mistake of starting a (1-2,Sheryl Huggins) publication simply because they think it would be (1-2,Sheryl Huggins) a good idea to have x (1-2,Sheryl Huggins) SWOT? (1-2,Sheryl Huggins) Also, do extensive research into your advertising (1-2,Sheryl Huggins) audience, if you have advertising (1-3,Lennox) Strengths, Weeakness, Opportunites and Threats =SWOT (1-2,Sheryl Huggins) that's where most folks make their profit (1-3,Lennox) Weaknesses! (1-4,Mike ) I hear Ads are key (1-2,Sheryl Huggins) What a handy acronym, lennox (1-3,Lennox) Thanks (1-2,Sheryl Huggins) basically, most publications are in the (1-2,Sheryl Huggins) business of selling eyebals to advertisers (1-3,Lennox) How about - Direct Marketing - create a database (1-2,Sheryl Huggins) I know that sounds cynical, but it's true (1-4,Mike ) So we are challenged to stand out? (1-2,Sheryl Huggins) Direct marketing via mail or telephone can be (1-2,Sheryl Huggins) expensive, depending on the product/volume. (1-2,Sheryl Huggins) However, creatig a database is always (1-2,Sheryl Huggins) key. We've done direct marketing, & created (1-2,Sheryl Huggins) a database of thousands of names. (1-2,Sheryl Huggins) yes, mike (1-2,Sheryl Huggins) hi visitor (1-2,Sheryl Huggins) What music are folks listening to in the Uk now, Lennox? (1-2,Sheryl Huggins) Besides the obvious soul, R&B, Reggae, House (1-3,Lennox) Same as in the states - Rare Groove - Ragga - (1-3,Lennox) Jungle (1-2,Sheryl Huggins) no other budding entrepreneurs? I love t his subject (1-3,Lennox) mostly Jungle and Bangra these days (1-2,Sheryl Huggins) cool (1-3,Lennox) I've just started my own business in Sept 94 (1-4,Mike ) How about PR how do you cover that? (1-2,Sheryl Huggins) what kind? (1-3,Lennox) Music Publishing/Pre-production (1-2,Sheryl Huggins) PR? Well, that's (1-2,Sheryl Huggins) oops (1-2,Sheryl Huggins) We do it largely through special events (1-2,Sheryl Huggins) & personal contacts (1-4,Mike ) Tell us about the "Pampering with Tude Sweepstakes" (1-4,Mike ) in the Print Magazine (1-2,Sheryl Huggins) We've had some luck in this area. (1-2,Sheryl Huggins) We've been covered repreatedly by (1-2,Sheryl Huggins) The New york Times & Folio, (1-2,Sheryl Huggins) we've been in USA Today, The (1-2,Sheryl Huggins) Amsterdam News, LA Times, (1-2,Sheryl Huggins) E Entertainment Channel, Fox-5 Tv in NYC (1-2,Sheryl Huggins) & a variety of other pubs (1-4,Mike ) Excellent Coverage! (1-2,Sheryl Huggins) We sent out a mailer in a card deck (1-2,Sheryl Huggins) produced by a Black-owned direct mail company, (1-2,Sheryl Huggins) Nia Direct. It went out to over 100,000 (1-2,Sheryl Huggins) households in the NYC area. (1-2,Sheryl Huggins) We offered makeovers & restaurant certificates. (1-4,Mike ) Execellent! (1-2,Sheryl Huggins) WE got a good response for such a promotion. (1-2,Sheryl Huggins) About 1 percent. (1-1,William ) All blck families with Nia? (1-2,Sheryl Huggins) yes (1-3,Lennox) one percent good response - do'nt think so (1-1,William ) 1,000 return ain't bad.. (1-2,Sheryl Huggins) we try to work with othercompanies like (1-2,Sheryl Huggins) ourselves whenever possible. (1-2,Sheryl Huggins) not at all. (1-2,Sheryl Huggins) mike, i think my time is running short (1-4,Mike ) Gotcha! (1-4,Mike ) We would like to thank you SO MUCH (1-4,Mike ) for being a part of this! (1-2,Sheryl Huggins) can I save a transcript of this? (1-4,Mike ) Yes! Everything has been captured! (1-4,Mike ) Thanks again from the me and Forum! (1-4,Mike ) Hope to meet up in NY again! (1-2,Sheryl Huggins) that's interesting. I'd like to hear how you do it. (1-2,Sheryl Huggins) Industry average for a single cold mailing (1-2,Sheryl Huggins) is 2 percent over here. (1-2,Sheryl Huggins) One percent (1-2,Sheryl Huggins) for a card deck is actually pretty good. (1-3,Lennox) Thanks - Lennox in London (1-2,Sheryl Huggins) Thanks all. Don't forget, our email is (1-2,Sheryl Huggins) ShadeOnline@nyo.com. (1-2,Sheryl Huggins) Telephone 1-800-641-SHAD. (1-4,Mike ) Thanks again Sheryl and (1-4,Mike ) everyone that made this a success! (1-1,William ) Thanks Sheryl...got it.... HAve a great afternoon!! (1-2,Sheryl Huggins) Bye all.