Vibe Vet Odum to Sweeten Honeymag Relaunch

By Steve Smith

The long-promised revival of urban lifestyle book Honey Magazine inched closer to reality this week as former Vibe and Upscale Magazine staffer Shanel Odum becomes editor-in-chief of the brand, which left shelves several years ago. Honey owner Sahara Media says that will launch in this quarter as an online magazine as well as a social network for the 18-to-34 female multicultural market.

The relaunch of Honey as a digital content play was announced last year, but the URL remains dormant and the plans for the once-popular urban culture brand seemed to come in fits and starts. Sahara CEO Philmore Anderson IV said in a statement that he now has the “necessary team in place” to execute the launch in the next few months. The brand enters a space that is both promising and increasingly cluttered. Principal rival, Vibe, is expanding its reach online into blogs and a wide selection of video content. Cable content powerhouse BET has an expansive online strategy that includes networking smaller sites aimed at the African-American audience. And digital upstart Glam Media has its own BlackLife portal of allied sites.