Publisher Prevails Over Cash Shortage

James Thomas grew up in the 1970s, working at his uncle’s record stores and meeting most of the black entertainers of the era. Currently, he publishes Black Entertainment Magazine (BEM), which distributes 10,000 copies a month through record stores and special events in Southern California. Thomas has never let scarce start-up funds prevent him from pursuing new enterprises and he now gives seminars on how to build a business on a shoestring. Thomas was interviewed by freelance writer Karen E. Klein.

If you’re going into business for yourself and you don’t have a whole lot of money, you have to find some other way to get started. Lack of finances is the No. 1 chiller of dreams, but I never let it stop me.

I had owned record stores and worked around the entertainment industry for years. It seemed to me that every time something was in the news about black people, it was usually negative--even regarding black entertainers. I wanted to put out a magazine that would show the positive side of the industry, appeal to various age groups and be kind of middle-of-the-road but still have an edge to it.

I had some experience in publishing from a previous venture, so I printed up some glossy covers showing what I wanted Black Entertainment Magazine to look like. I took those covers to potential advertisers and started talking to them.

I found that if you are going to get people to believe in you as an entrepreneur, you have to believe in yourself and be a persistent salesperson. I kept faxing people and talking to them and gaining their confidence.

I knew I couldn’t afford to put out a magazine in a glossy format, so I looked for alternatives. I got a hold of a copy of Soul magazine from 1974, which was one of the hottest publications during the ‘60s and ‘70s. I liked the format it used, which opened to tabloid size but folded down to 8 1/2 by 11. When I checked out the cost for printing that format on newsprint, I found it would be economical.

My biggest obstacle was not having funding for an adequate computer system. Then I learned about the SBA’s Small Business Information Center on Wilshire Boulevard in Koreatown. I found that they had computers I could use, background information I could research and counselors to help me write my business plan. And it wouldn’t cost me anything!

The resources at the center really made it possible for me to get my first editions published, because I was able to save so much in start-up costs.

And pretty soon, I got people to commit to becoming longtime advertisers.

Since our first issue, we have expanded BEM to include a “careers in entertainment” section that lists job possibilities and interviews with agents and casting directors with advice for new artists.

Since we started, the magazine has grown a lot. I currently have distributors who want to take it beyond California next year. And I have started doing public speaking on entrepreneurship and on the entertainment industry.

I tell people that if I could do it, so can they if they have faith in themselves and don’t let the lack of resources scare them off.

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At a Glance

* Company: Black Entertainment Magazine

* Owner: James Thomas

* Nature of business: Monthly publication covering the Black entertainment industry.

* Location: Carson

* Year founded: 1997

* Employees: 4

* Projected annual revenue: $45,000