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Wade and Cheryl Hudson present at an event hosted by
Alpha Kappa Alpha Sorority at the Portsmouth Public Library (1988) |
When we started Just Us Books in 1988, we used a grassroots approach to connect with readers and market our company. We knew we could not depend on the traditional book publishing ecosystem — the same one that told us there was no market for our books. We were a Black-owned start-up publishing books with Black characters and about the Black experience. A small indie without a footprint in the industry. Even getting an audience to showcase our books was a major hurdle.
So, we did what our ancestors had done before us. John Russwurm and Samuel B. Cornish, editors of Freedom’s Journal, the first Black newspaper published in this country, distributed the paper directly to Black communities. Langston Hughes took his published works to the people. Johnson Publishing Company, whose list of publications included Ebony, Black Digest, and Jet focused on the Black market.
We did too. We took our books to daycare centers, church events, cultural festivals, libraries, and conferences held by Black organizations. A major component of our marketing strategy also included nurturing relationships with the then-growing number of Black-owned bookstores. Soon after, we expanded to exhibit at professional conferences such as those organized by the American Library Association, National Education Association, and American Booksellers Association and were able to reach more libraries, educators, and book buyers.
There was a profound sense of unity and common purpose back then. And in some pockets of communities, there still is. But social media has displaced many previous marketing avenues. There are fewer indie retailers. The kidlit industry has achieved some mainstream success and perceived success. And while community events remained a cornerstone for us, along the way, our investment in other grassroots tactics declined.
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Laura Freeman and Useni Perkins sign their book
Kwame Nkrumah's Midnight Speech for Independence
for students in DC. (2023) |
But the numerous social and political challenges and uncertainties make it clear: we need to get back to our (grass)roots. In the Akan tradition, the Sankofa symbol reminds us to look to the past to build a stronger future. For us, that future is one based on strong community, meaningful impact, mutual support, and of course lots of great books!
Getting back to our roots can mean more in-person events; less social media and more posting on our platforms (our blog, newsletter and website); and doing more to stay connected with fellow creators and entrepreneurs.
How are you working to strengthen community in 2025 and beyond? We’d love to hear your thoughts below.
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