Founders' Reflection On 37 Years

Today marks the last day of Just Us Books’ anniversary month. We are so thankful that we have been able to do this work for 37 years! Publishing books that help our young people learn about Black history, Black culture, and Black experiences is an honor.

As with all businesses, there have been challenges to overcome and successes to celebrate. But, like our ancestors before us, Just Us Books remains committed to a mission that is bigger than us…telling our stories.

It is more important than ever that we continue to share our stories because Black history and Black institutions are under attack locally and nationally. The campaign to dominate the narrative about who we are as a country is going full throttle. This false narrative seeks to remove as much information as possible about Black people and other marginalized groups from the American story.

Just Us Books remains committed to the truth. To publishing books that center the rich and fertile history and culture of Black people who have contributed so much to this country and the world.

We truly appreciate the generous support we have received over the years from booksellers, educators, librarians, parents, and most of all from our audience of children and young people. That support is even more important now because the challenges we face — from censorship and book banning to a struggling economy — are enormous. But so is our faith. And we will continue to do all we can to push forward and help make this a better, more inclusive, and just society for all.

We encourage everyone to do the same. Be intentional with your spending; prioritize Black publishers like Just Us Books, Black Classic Press, Third World Press, Africa World Press, the community of Black writers, artists, and other institutions dedicated to telling and sharing Black stories. Borrow our books from the library, share them with friends, post about them on social media. Every action of support makes an impact.

And as always, remember,

Good Books Make a Difference!

Wade Hudson & Cheryl Willis Hudson

Doing the Work

Founders Wade Hudson, Cheryl Willis Hudson, Paul Coates,
Haki Madhubuti and Kassahoun Checole speak at IBPA's
Legends of Black Independent Publishing panel

As we start the second week of Black History Month, we hope this post will be an encouraging reminder of companies that are doing the work. Institutions that have made sharing our stories their mission. Black-owned publishers that celebrate Black people, Black culture, and Black histories in their books all year round. We’re proud to be one of them.

Let’s pour into these institutions! Read their books. Buy directly from their websites if you can. (Many carry titles that are difficult to get elsewhere.) Recommend their books. Check them out at your local library, and if they’re not on the shelves — request them. Share and comment on their social media posts. Sign up for their mailing lists. Spread the word about the work they’re doing.

Third World Press - the oldest Black publishing company in the world. Founded in 1967, it’s one of the last-remaining Black Arts Movement institutions. https://thirdworldpressfoundation.org

Black Classic Press - founded in 1978 and devoted to publishing obscure and significant works by and about people of African descent. https://www.blackclassicbooks.com

Africa World Press - in business since 1983, its mission is to provide high quality literature on the history, culture, politics of Africa and the African Diaspora. https://africaworldpressbooks.com

Just Us Books - founded in 1988, we publish children’s books that center and celebrate Black people, history and culture. https://justusbooks.com

Amber Communications - the largest African American publisher of self-help books and music biographies. http://amberbookspublishing.com

Dare to Be King - provides services and products, including books and workshops, to help inspire and support boys of color. https://daretobeking.net

Universal Write Publications - publishes a variety of topics through the framework of Black scholars who write through the African lens. https://uwpbooks.com 

Urban Ministries, Inc. - publisher of books, magazines, curricula, and more for African and African American churches since 1970.  https://urbanministries.com

And this is just a start. Comment below to shout out other Black-owned book publishers that are doing this important work!

Back to Our Roots

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.

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.

Embracing the Past, Empowering Our Future: Reflections on Just Us Books’ 35 Years

by Wade Hudson and Cheryl Willis Hudson
founders, Just Us Books

Thirty-five years ago, we sat at our dinner table contemplating starting our own children’s book publishing company. We had already self-published two books, the AFRO-BETS ABC Book and the AFRO-BETS 123 Book and our success with them in the marketplace prompted a serious discussion. Should we strike out and expand our venture to publish works by other Black book creators?

Wade and Cheryl Hudson present the AFRO-BETS Kids at the
Portsmouth, VA Public Library to an audience that includes their son Stephan in 1987. 

There was clearly a need. There were few books for children and young adults that featured Black characters and that drew from Black history, culture and experiences. And we knew there was a demand. We had had trouble finding for our two children, books that featured characters who looked like them and stories that reflected their experiences and heritage. We knew other Black parents and teachers faced the same difficulty. 

It wasn’t a long discussion. We decided to step out on faith just as our ancestors had done before us.  Just Us Books was born. We chose that name because, simply, it was just the two of us.

The Just Us Books staff poses for a photo in 1992

Much has changed over these 35 years. We entered an industry in the 80s when only a handful of Black book creators were widely recognized such as Virginia Hamilton, Tom Feelings, Mildred Taylor, Walter Dean Myers, Eloise Greenfield, George Ford and James Haskins. Black editors, art directors and marketing professionals were few and far between. There were very few in-person book tours by children’s book authors or illustrators and making a national best-sellers list like the New York Times was a far-off dream. 

Over time, however, we have seen more Black and other book creators of color enter the industry. There has been an uptick in the number of BIPOC people in publishing positions. Black and book creators of color have won major industry awards and the bestseller lists are no longer nearly all white. We would like to think that Just Us Books has played a role in helping to achieve this progress.

Dr. Loretta Long reads her book Courtney's Birthday Party at a school visit

But so many challenges still remain. Books by Black creators are still a small percentage of the total number published every year. There is still a disparity in advances and royalties paid to Black and BIPOC authors and illustrators versus what’s paid to those who are white. Nearly 80 percent of the publishing companies staff are white. Most books by BIPOC authors and illustrators are not marketed as vigorously as those of white authors and illustrators. The myth that books by Black creators don’t sell is still a major barrier.  And most recently, book banning, and the closing of school libraries have added to the list of challenges as efforts to undo the progress that has been made intensify.   

We face these issues as we have done in the past. With resolve. Advocating and agitating for inclusion, diversity and equity ─ and doing the important work of sharing good stories that reflect a full range of experiences that center Black children, children of color and others who are marginalized. That same determination still drives us even as we must prepare to pass the baton to the next generations. We will do so assured that the struggle to create an industry and a world that is more just and equitable will continue.

Just Us Books’ 35 years have been quite a journey. As with any business endeavor, there have been periods of exciting milestones, disappointments, economic challenges, and many peaks and valleys. We have seen far too many other publishing ventures close their doors. Thankfully, as the Langston Hughes declared in his 1957 poem, we’re “Still Here.”

A parent reads the AFRO-BETS A B C Book to their child,
 decades after the title's initial publication

We are so grateful to the many Just Us Books authors, illustrators, publishing industry professionals and dedicated Just Us Books staff members who have partnered with us on this journey. We appreciate all the parents, teachers, administrators, librarians, booksellers, young readers, and other supporters who have been such an important part of this history too. In so many ways, we are all like family. There would be no Just Us Books, and certainly no 35 years, without you.  

Wade and Cheryl Hudson celebrate the publication of
We Rise, We Resist, We Raise Our Voices with contributors and 
author and illustrator friends at the Celebrating Our Voices event
held at North Carolina Central University.

And so, we’re still here and we continue, embracing the journey ahead. Creating good books that make a difference in the lives of children everywhere.

Just Us Books founders Cheryl Willis Hudson and Wade Hudson

Just Us Books, Nation’s Leading Black Owned Children’s Book Publisher, Celebrates 35th Anniversary

(West Orange, NJ) September 22, 2023 ─ The average life span of a small business is eight and a half years according to The New York Times. As Just Us Books prepares to celebrate 35 years in business, it’s not only beating the odds, it’s also continuing to blaze a trail, publishing children’s books that center and celebrate Black stories, history and culture.

“Just Us Books’ 35th anniversary is not just a celebration of our company,” says Wade Hudson, CEO and co-founder. “It’s a recognition of 35 years of children reading, learning, growing, and being affirmed through stories that reflect the richness of Black culture and history, which is especially important in today’s climate of banned and challenged books.”

The company plans to celebrate the milestone throughout its 35th year, which begins October 1, 2023, with special content and events, including a bookfair being planned for spring.

“We’re reminded every day ─ by teachers, librarians, parents, readers of all ages ─ that our work, our books are needed,” says Cheryl Hudson, Editorial Director and co-founder of Just Us Books. “Their support has been such a big part of Just Us Books’ journey. So we’re looking forward to celebrating this milestone with our extended community throughout the year.”

The Just Us Books journey began in the early 1980s. Wade Hudson and Cheryl Willis Hudson, who live in East Orange, NJ, were parents in search of children's books that reflected the diversity of Black history, heritage and experiences. Disappointed by the number they found and their limited availability, the couple embarked upon a mission: to create the kind of positive, Black-interest books that they wanted for their own two children.

Combining their experience, Wade’s in writing and marketing, Cheryl’s in art and publishing, they developed ideas for books that shared universal children’s themes from an Afrocentric perspective. The couple presented manuscripts to publishing houses but they were repeatedly turned down ― several publishing professionals even doubting the viability of a market for children’s books featuring Black characters. So the Hudsons decided to publish the books themselves. The AFRO-BETS A B C Book was released in 1987 and Just Us Books was incorporated a year later.

The success of the small press soon proved doubters wrong. Titles including Bookof Black Heroes From A to Z and Bright Eyes, Brown Skin became classroom and library staples. And larger publishing companies followed Just Us Books’ lead, publishing and widely distributing more children’s books featuring diverse stories and characters.

The company’s 35-year history has been marked by numerous accomplishments including a production partnership with Crown, an imprint of Random House, which produced the three anthologies including the award-winning We Rise, We Resist, We Raise Our Voices; a 1999 marketing partnership with General Mills and the UniverSoul Circus; and the publication of In Praise of Our Fathers and Our Mothers, a book about the Black family that brought together celebrated authors and artists, including Gwendolyn Brooks, Virginia Hamilton, Walter Dean Myers, Jeanne Moutousammy-Ashe, Leo and Diane Dillon, Fred and Patricia McKissack. Its books, including From A Child’s Heart; The Secret Olivia Told Me, I’m A Big Sister Now and Kwame Nkrumah’s Midnight Speech for Independence, have earned numerous awards. Just Us Books has won multiple honors, including Small Business Pioneer of the Year, the Children’s Book Council Diversity Award, and its founders have become recognized leaders in publishing and the push for diversity in children’s literature, with the couple being awarded the prestigious Carle Honor for Mentorship in 2022. 

In 35 years of operation, Just Us Books has become more than a children's book publishing company; it's become an institution. It also remains one of the nation's few Black-owned publishers. And the company continues its mission grounded in the same belief that helped launch the company three and a half decades ago: Good books make a difference.

Just Us Books’ titles can be purchased wherever books are sold and via its website: justusbooks.com. Connect with the company on social at @JustUsBooks across all platforms.