DESCRIPTION

Published in 1970s, at the height of what acclaimed publisher Henry Chakava described as the "fat years" of publishing in Kenya, Joe was only one of a number of popular publications aimed at a fast growing new young urban generation. What set Joe apart was its subversive use of humour, art and fiction as a narrative frame for cultural, social and political analysis. This strategy was seminal not only in educating and activating its readers but also in a providing a platform for new fiction writers and artists to develop their talents.

Founded by writer/publisher Hillary Ng'weno and artist Terry Hirst, Joe published regularly between 1973 and 1979. The magazine was named after "Joe", a common man who used humour to deal with and expose the realities of urban life in contemporary Africa. This epitomised Joe's aim; readers were encouraged to do the same, and enter into a dialogue with the character, and thus the magazine.

Taking its cue from Drum Magazine, Joe employed street-wise language in comic strips, fiction stories and thematic columns to explore everyday problems of the urban population. Its letters column, "Dear Joe", like Drum's "Speak up Man", encouraged interaction from readers. The magazine also carried an original short story in every issue, nurturing writers such as Sam Kahiga and Meja Mwangi, and even Ngugi wa Thiong'o, who occasionally contributed to the magazine. Joe's main distinguishing factor was its use of graphics, drawings, illustrated jokes and comic strips, such as "City Life" by Edward Gitau, "O.K, Sue! A City-Girl's View" by Kimani Gathingiri and Terry Hirst's "Daddy Wasiwasi & Co" and "The Good, the Bed and the Ugali", all of which created a lasting impression on Kenya's visual culture.

Ng'weno left Joe in 1974 and in 1979 Hirst renamed the magazine Joe Homestead, increasing the number of comic strips and adding a new section on family, nutrition and health - perhaps to take Joe from its original urban setting to a more rural one. However, the new title did not attract advertisers and the magazine shut down in August 1979.

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PEOPLE

Terry Hirst, Hilary Ng'weno, Oscar Festus, Nick Ayub, Sam Kahiga, Meja Mwangi, Ngugi wa Thiong'o, Edward Gitau, Kimani Gathingiri.

FAMILY TREE

More than 36 popular periodicals came out regularly in Kenya in 1976. However, Joe's main competitor, the east Africa edition of Drum was published out of London and therefore, according to Terry Hirst, wasn't as in touch with happenings in Kenya. Other Kenyan magazines printed at the same time included Viva, Men Only, True Love and Trust. Kwani was first published in 2003.

RE/SOURCES

• Joe on Wikipedia
• Bodil Folke Frederiksen. "Joe, The Sweetest Reading in Africa: Documentation and Discussion of a Popular Magazine in Kenya", African Languages and Cultures, Vol 4 number 2 (1991), p. 135-155
• Henry Chakava. "Selling books in Africa: A publisher's reflections," Journal of the World Book Community Volume: 8 | Issue: 3, 1997, p.159-164
• Terry Hirst. "New Art from Kenyatta College," African Arts, Vol. 4, No. 4 (Summer, 1971), p. 36-39
• Thanks to Sheba Hirst, for additional information