Monday, October 24, 2011

Troy Johnson: The “” Interview

Headline: Assessing the State of the Black Press

Troy Johnson is the President of, LLC, whose main property is the website, for which Troy is the founder and webmaster. (The African American Literature Book Club) was officially launched in March of 1998 and has grown to become the largest and most frequently visited site dedicated to books and film by or about people of African Descent.
In 1984 Troy earned a degree in Electrical Engineering from Syracuse University and spent the next seven years working for defense contractor like United Technologies in Florida and General Electric in Pennsylvania. During this period, he earned a master degree in engineering, while working full time.
In 1991, Troy went back to school on a full scholarship from The Consortium, and received an MBA from New York University’s Stern School of Business. And over the next 16 years he was employed in financial services and consulting by such Wall Street firms as Goldman Sachs, Deutsche Bank and PricewaterhouseCoopers.
However, it was during his tenure on Wall Street that Troy discovered and began to pursue his passion for sharing the full breadth of black culture through the words and stories contained in books. As a regular contributor to AALBC, I’ve not only been lucky enough to work with him for years, but have also enjoyed just hanging out with him as well.
Married for over 21 years with two daughters currently in college, Troy divides his time between East Harlem, where he was raised, and Tampa, Florida. Here, he talks about both the challenges and rewards of running

Kam Williams: Hi Troy, thanks for the interview.
Troy Johnson: No problem, Kam, it is my pleasure to have this opportunity. Thank you.

KW: What interested you in starting
TJ: During the mid to late Nineties, I had a sideline business building websites for other businesses. I wanted to learn more about using websites to generate sales and earn money, so that I could better advise my clients. I actually offered to help someone else rebuild their book business’ website, for free, as a part of that effort. Amazingly, they declined the offer. So instead, I decided to create I immediately discovered I would prefer building a website for myself, rather than for others, and I focused solely on That was back in 1997.

KW: How long had the website been in existence before you decided to quit your job on Wall Street to work on the site full-time?
TJ: I had been running for about 11 years before I left Wall Street. That was three years ago.

KW: Do you see the recent closing of Borders Bookstores as a sign of the demise of brick-and-mortar operations and hard copy books? How does this development affect your business?
TJ: Those changes are really reflective of more profound and fundamental shifts that are greatly impacting the entire book industry. But I don’t think the closing of Borders or the rise of eBooks is sign that the days of brick-and-mortar stores, and physical books, are numbered. This may sound counter-intuitive, but the closing of Borders actually hurts my business, in much the same way that the closing of independent black bookstores did. Sure, on a superficial level, one can say there are less competitors in the marketplace and that will drive more people online to learn about new books and that that helps sites like However, on a deeper level, Borders was actually a big seller of black books. They helped generate excitement and sales for our books across the nation. The better-run stores established relationships with the community and local businesses. They purchased advertising in our publications. This benefits the entire industry, publishers, authors, readers and even other booksellers. When these groups thrive, so does

KW: How else has the business changed over the years?
TJ: Kam, keeping a viable business, in an environment where major technological changes are a constant, is my single biggest challenge. I’ve been active on the World Wide Web since it because available to the general public in the early Nineties. It really is remarkable how much and how quickly things have changed since then. When I first started, one had to code an entire page in HTML by hand. Everything was very labor intensive. If I wanted to create a page with a photo on it, I had to take a photo with my camera, take the film to a business that developed and printed photographs, wait a few days and hope that the photo came out OK. Then, I would need to scan the image, usually at work, because scanners were expensive, open up the photo in an image editing program, save the image in a compressed format so that it would not take too long to download over a 1200-baud modem, and FTP it to my web server. Finally I would create an HTML document and write a line of code that would position the photo on a webpage. Do you see where I’m going?

KW: Yeah, it was much less user-friendly back then.
TJ: All of this for one image on a single page. Imagine the difficulty in creating an entire website! I learned to build websites by looking at the underlying code of a page, copying it, and modifying it to suit my needs. Today, given how complex websites are, it is really not possible to learn how to build websites this way anymore. When I first started building web pages, most people did not have a PC at home, and almost no one had internet access. Today most homes have PC’s, a smart phone or a cable box with internet access. A grade-school kid can create a terrific looking website with 100 photos in a fraction of the time, with virtually no technical skill. Despite websites being infinitely easier to create, the challenge of launching a viable web-based business is even more difficult than ever before

KW: How are African-American-oriented websites faring nowadays?
TJ: Kam, it is a challenging time for the vast majority of our websites. I think we should make a distinction between different types of African-American-oriented websites. First, there are the large corporate entities like AOL’s Huffington Post/Black Voices whose primary mandate is to maximize shareholder’s wealth. Then there are the mostly independent entities who also have a profit motive, but are driven by a more conscious mission. Sites like, The Network Journal, Black Star News and the other entities who regularly publish your content are part of this mix. As a result of these two different goals, the content produced by the large corporate entities focuses more on scandal, celebrity, and superficial pop-culture. That content is more popular and easier to produce and is therefore more profitable. The content produced by sites like is less sensational which makes keeping the associated sites profitable much more challenging. In fact, even Google favors the larger entities, making things even more difficult.

KW: Can you elaborate more about Google’s impact?
TJ: How much time do you have? Seriously, I could write a very long book about this topic. Consider this: for most sites, the largest source of new traffic comes in through people who discover the site through search engines. The lion’s share of this traffic comes from Google. As a result, Google is effectively a gatekeeper who controls access to your website through their ranking of your website in their search results.
Over the past year, I observed Google start to do some really strange things with their search results that have not only adversely impacted my website’s traffic, but the very nature of the web itself. Google search results skew to very large corporate websites that are publishing less valuable, usually more scandalous content. This was not always the case with Google. At least the search engine Bing doesn’t do this currently. Here are two examples: if you were to do a search for Terry McMillan on Google, you will find in the top five search results a site containing two sentences talking about Terry accusing Will and Jada Smith of pimping their kids, and another site discussing the details of Terry’s divorce. My site, which has published original book reviews, a video of Terry reading from a then-unpublished manuscript, a list of all of her published novels and more, only appears on the second page. I talk about her being a New York Times bestselling-author, not what she tweeted about the Smiths’ kids months ago. Which content do you think should rank higher?

KW: Your content of substance, obviously.
TJ: Here is the second example: I recently paid a writer for an article which I published on Sometime later, the same article was published on the Huffington Post. The next day when I ran a Google search for that specific article, not only was the Huffington Post returned ahead of, but so were many other sites I call “autoblogs,” including a porn site. Yes, you heard me right, a pornography site that posted a very short excerpt of the original article and ended-up ranked ahead of the original publication. All of these “autoblog” sites are created automatically on the fly and contribute nothing new. Their only apparent purpose is to serve advertising, mostly Google ads. For now, is in the mix, but Google can literarily throw a switch tomorrow and can be, effectively, erased from the internet. Other black book sites have fared much worse. In fact we have fewer independent book sites focused on black authors than we did five years ago. And the ones that remain are even more difficult to find.

KW: What can people do to support sites like
TJ: People simply need to visit the website, tell their friends about it, use social media to share the articles, reviews, and author profiles. Folks can participate on our discussion boards, instead of having a conversation on Facebook. As an aside, we should be using Facebook to send people to our sites. I also encourage people to send us feedback, to suggest books for review, and authors to cover. I know I sound like I’m beating up on the Huff Post, but many writers contribute to that site for free. I suggest those writers consider contributing to independent sites like once in awhile. It really is in everyone’s best interest for independent voices to survive. We are not going to survive, over the long term, without the support of the people we try to serve.

KW: What do you think is in the future?
TJ: Of course, If I knew that I’d be a rich man. I fear the trends I see online are escalating offline as well. There are fewer independent, bookstores, magazines, newspapers and radio stations. Journalism is dying, sources for critical book and film reviews of black work are drying up, author advances are shrinking and writers are finding it more difficult to make a living. Content generation across all platforms are coalescing into the hands a few very large multinational corporations that don’t have our interests in mind. At best, the content they spew does not truly represent what we, as black people, feel, care, or think about. At worse, it is destroying us by perpetuating negative stereotypes and images for the sake of making money.

KW: Is it already too late in your estimation, or can something still be done?
TJ: Fortunately, we can absolutely do something about this – we must continuously support independent entities as best we can. With the continued support of my community, there is no reason an should not thrive. Ideally, the Google search result should be an unimportant detail. Indeed, maybe we should create our own Google.

KW: Is there any question no one ever asks you, that you wish someone would?
TJ: Yes, but I won’t pose it in this interview. [LOL]

KW: The Tasha Smith question: Are you ever afraid?
TJ: Yes, but being afraid and overcoming those fears is what makes life exciting.

KW: The Columbus Short question: Are you happy?
TJ: Yes.

KW: The Teri Emerson question: When was the last time you had a good laugh?
TJ: All the time. My wife and I were sharing a glass of wine. Out of nowhere she says, “I really do love you.” Touched, I replied, “Is that you or the wine talking?” She looked at me and said, “That’s me talking, baby… to the wine.” That is an old joke I told this past weekend and is always good for a laugh.

KW: What is your guiltiest pleasure?
TJ: I like to play poker.

KW: Now, you get to answer your own question, the bookworm Troy Johnson question: What was the last book you read?
TJ: The last one I read was “The Only One” by Cynique. It is currently being published in a serialized format through a website called “A Chapter a Month.” I plan to publish this novel as a book next year.

KW: The music maven Heather Covington question: What are you listening to on your iPod?
TJ: A buddy turned me on to an album by the Buena Vista Social Club.

A cut called “Chan Chan” is so enchanting. I also tune into “breath of life” at every Monday for a lesson in music.

KW: What is your favorite dish to cook?
TJ: I’m a half-way decent cook. I like my buffalo wings. They always taste good, and are easy to prepare.

KW: The Sanaa Lathan question: What excites you?
TJ: I love visiting new places. I’ve been to every state in the Union and to a bunch of foreign countries. I would even leave the planet if I could.

KW: Dante Lee, author of "Black Business Secrets, asks: What was the best business decision you ever made, and what was the worst?
TJ: Well certainly starting would rank up there as one of the best. As far the worst… you don’t have enough time.

KW: When you look in the mirror, what do you see?
TJ: A work in progress.

KW: If you could have one wish instantly granted, what would that be for?
TJ: Omnipotence.

KW: The Ling-Ju Yen question: What is your earliest childhood memory?
TJ: My mother bringing my younger sister home from the hospital, a couple of months before my 3rd birthday.

KW: The Melissa Harris-Perry question How did your first big heartbreak impact who you are as a person?
TJ: It forces me to try to be more empathetic to the feelings of others. My biggest life regrets have to do with others I may have hurt.

KW: The Judyth Piazza questions: How do you define success? And, what key quality do you believe all successful people share?
TJ: Striving for freedom is success. I believe all successful people know what they love to do and are actually doing it or working toward it.

KW: What advice do you have for anyone who wants to follow in your footsteps?
TJ: Don’t. Everyone needs to find their own path to happiness and success, because they will all be different. Again, determining what motivates you and makes you happy is the key to that.

KW: The Tavis Smiley question: How do you want to be remembered?
TJ: As a gentleman who tried to make a positive impact on family, friends and anyone he may have touched.

KW: Thanks again for the time, Troy, and best of luck with the website.
TJ: Thanks Kam, It has been a pleasure to work with you over the years as you have been an integral part of that success.

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