LINDSAY LOPEZ
staff writer
He engrossed himself in the childish whimsy of “Highlights.” He immersed himself in the pubescent flood of teeny bopper magazines. Occasionally, he indulged in an issue of “People.” Despite his early penchant for glossy publications, however, senior Quincy Wimbish never imagined a venture into journalism.
Now he’s debuting his own magazine.
The 21 year-old advertising major is launching “Icon” — what he describes as “a provocative publication for educated, affluent and socially conscious African American males who embrace classic style.”
“Icon” began as a class project, but it has morphed into a crusade-driven entrepreneurship. Wimbish said he envisions “Icon” as a way to destroy the stereotypes that encircle the African American community and help improve the way people view the demographic. He will distribute the first issue on campus during dead week, and he hopes to take the magazine national within two to five years.
The magazine covers various topics, including health and fashion, social issues and interviews with African Americans who are excelling in areas such as film, sports and higher education. Wimbish said he thinks an inspirational magazine that highlights the trials, tribulations and successes of black intellectual elite may prevent some African Americans from continuing to sink into clichéd, one-dimensional roles. According to Wimbish, the most detrimental stereotypes involve the media’s concentration on violence and sports scandals.
“What appears to be highlighted and concentrated on is the violence that has corrupted our communities,” he said. “Another stereotype that has become prominent recently is the fallen black athlete. We, as a group of people, are very strong athletes. However, what appears to catch the media’s attention are the negative portrayals of the black athlete. The focus is rarely on the good they have done for the community or the development of their careers.”
According to Wimbish, it’s not a matter of existence —it’s a matter of exposure.
“There are many educated, successful African Americans. However, that image is not seen frequently in media,” he said. “I just want to present a positive image in hopes that it will change some of the negative images that have become so glorified.”
Wimbish, who grew up in the suburbs of Los Angeles, said his roots have played an important role in his vision.
“I grew up surrounded by strong African American role models, so it became an internal conflict when I would see negative portrayals of African Americans,” he said. “Not to say that there aren’t any negative, but that’s not the only thing that exists. There are many positives that fail to capture the media’s attention. I have always believed you are a product of your environment. My environment presented a positive light that I wanted to share with others.”
But, does a race-based magazine have universal appeal? Wimbish said he receives positive feedback from several classmates and friends, regardless of race.
“It hasn’t been hard to find people who see the appeal and intrigue of the magazine,” he said. “But finding a niche of people who will consistently read ‘Icon’ is a whole other thing.”
Wimbish’s greatest challenge is finding and expanding a dedicated audience.
He first envisioned the magazine during a summer school course in 2006. He was required to evaluate magazines at a newsstand and then conceptualize a new, unique publication. Wimbish was surprised there were no magazines targeted at the stylish, cultured black intellectual. He developed the idea further in his advertising campaign management course, which requires students to first create a product and then create an ad campaign to promote the product. Wimbish pitched “Icon” to the class. It received a warm reception by his classmates, as well as by Debbie Wideroe, a visiting professor of communication. Her enthusiasm gave Wimbish the affirmation he needed, Wimbish said.
“Debbie’s been my No.-1 supporter, she’s always giving me an extra push,” he said.
He said he feels she truly believes in the potential of his product, and she’s kept him motivated.
Other parties integral to “Icon’s” existence are Necessity Housing and Blues Soccer Club. Necessity Housing is a non-profit corporation that provides education required for building economically and environmentally sustainable villages in areas of the world where disaster, unsafe housing conditions and chronic homelessness are rampant.
“Necessity Housing frequently works with UCLA, so I plan to distribute ‘Icon’ there, as well,” Wimbish said. The Blues Soccer Club is based in Pacific Palisades. The soccer club is seeking interns and taking advantage of “Icon” ad space. The Communication Division and Graphic advisers are helping with quality and production issues, as well as subsidizing some printing costs.
Wimbish is fulfilling the role of editor, writer, photographer, advertiser and businessman. Join these responsibilities to the epiphany that begets all seniors, and the result is an eager young man who realizes it’s crunch time.
“Everything’s here now, you know? It’s time to be an adult. It’s scary and it’s exciting,” he said.
Wimbish sifts through magazines such as “GQ,” “Vibe,” “Los Angeles Magazine,” “People” and “Oprah” for general layout tips, but he has learned to incorporate his own artistic vision. He also gets help from friends.
For example, senior Angela Smith is his personal assistant, keeping him on track where logistics and schedules are concerned.
Wimbish said he deems the first issue the “inspiration” issue. He said it won’t be too article-heavy and roughly 25 pages. For the magazine, Wimbish sat down with self-motivated individuals who defy stereotypical expectations, among them Pepperdine junior and actor Taj Mowry, who opened up about life as a child star. Future issues will feature interviews with African Americans who defy the odds and emerge from gloomy, seemingly doomed backgrounds to ultimately dazzle and excel.
“It’s really these icons telling their stories — they just dictate and I write down what they say,” Wimbish says.
Wimbish said he plans to eventually pursue an MBA in advertising but, for now, he’s consumed with “Icon.”
It’s more than an undergrad project,” he said. “It’s something I want to pursue, to take as far as possible.”
He will be pitching to more potential financiers in April. If they like what they see, Wimbish could snags more investors. If they don’t like what they see, he will continue the process of fine-tuning. According to Wimbish, it’s a win-win situation.
“I want people to see ‘Icon’ as an icon — to look at it as something valuable and take ideas from it. I mean, a large readership would be great, but I’d be happy if a smaller readership really gets something out of an issue, really steps outside of their expectations, and contributes to the cause of destroying stereotypes.”
04-03-2008