“Culturs activates 21st century cultural diversity because it’s important. We embrace the cultural “in-between,” because everyone should feel like they matter.” Doni Aldine, Founder and CEO, Culturs

In 2019 I wrote, “A globally mobile Afro-Latina and first-generation American who has lived on five continents and identified with seven cultures by the age of 19, Doni Aldine, is passionate about creating community for cross-cultural populations. She has presented around the globe as a Keynote, at conferences, universities and in media as a lifestyle expert focused on entrepreneurship, marketing, branding and cross-cultural identity.” With this background, she developed university curricula for global culture identity at Colorado State University, where she was on faculty.

And Doni has also created a brand Culturs, a global multicultural magazine that celebrates the unique perspectives of cross-cultural people. Global Nomads, Third Culture Kids, and racially-blended and culturally-blended people can read lifestyle articles and research from their point of view. One that shows a new-world order — a new normal that affects not only our lives, but the lives of those around us.

The first time I spoke with Doni was five years ago and a lot happens in five years. So I decided to follow up on her progress and the progress of the magazine. Doni told me that now “Culturs has a team of about 80 people in 17 countries. Last year, we began our 5th anniversary celebration with a 5 continent world tour through 29 countries in Europe, Asia, Africa, and North and South America. We continue the celebration by launching our updated podcast (season 3 this fall/winter), product offerings and memberships.”

And now for the lightly edited interview with Doni Aldine, founder and CEO of Culturs:

But first for the soundbites:

On how she defines Culturs: We now sport a full global multicultural lifestyle network and have developed a membership model that focuses on the award-winning media (print, digital, web, mobile, podcast and video), products (tools to activate global diversity) and experiences (culturally immersive global travel, expert speakers, multicultural consulting, masterclasses) that provide multiple avenues for our community and those who love them to acquire our resources in the manner and frequency that best suits them.

On her business model:  We were a philanthropic organization with 100% of proceeds going to support organizations that fit our culturally “in-between” audience… With tremendous growth, however, came growing pains and need for capital, so in 2023 we began operating more as a business than a philanthropic organization.

On the new things for 2023: The most exciting item to-date is our new membership program. As we plan to launch an app late 2023 into early ’24, we are proud of the media, products and experiences that give our audience a global experience from the comfort of wherever they call home.

On the biggest challenge and her pet peeve: The biggest challenge I see —  and my true pet peeve — is people and/or organizations being performative in their support of diversity, equity and inclusion–not to mention, belonging.

On diversity, equality and inclusion: Culturs activates 21st century cultural diversity because it’s important. We embrace the cultural “in-between,” because everyone should feel like they matter.

And now for the lightly edited interview:

Samir Husni:  Last time we spoke in 2019 Culturs was one year old in print and five year on the digital sphere.  Would you please give us an update. 

Doni Aldine: Sure! We are now in our fifth year of print and have been featured in thousands of retail stores — from Barnes and Noble, to Kroger, Whole Foods, Books-a-Million, Army and Air Force Exchange, University Bookstores and Independent Bookstores. Retail over COVID was brutal, however we’re excited to reach almost 2 million monthly in 200 countries and territories on digital, in print and web. We’ve launched a podcast that’s finishing up its second season: the DESTINATIONS Podcast with Doni Aldine. Looking forward to promoting our video content on YouTube. We’ve won several awards and have been featured on dozens of podcasts and in media including The Kelly Clarkson Show, Good Morning America online, PBS, NBC and many more. And I’m thrilled that we recently appointed Judy Howard Ellis, my former editor at The Denver Post (when I was a features columnist) as Editor-in-Chief of Culturs.

The most exciting item to-date is our new membership program. As we plan to launch an app late 2023 into early ’24, we are proud of the media, products and experiences that give our audience a global experience from the comfort of wherever they call home.

S.H.: Covid has  been a major pandemic that impacted the magazine media, what effect did it have on Culturs?

D. A.: It did– it has us reconsidering our distribution model and leaning into strategies that we developed at our onset. We were a philanthropic organization with 100% of proceeds going to support organizations that fit our culturally “in-between” audience. With tremendous growth, however, came growing pains and need for capital, so in 2023 we began operating more as a business than a philanthropic organization. However, we still are committed to content first and with this in mind, currently cap advertising at 5% of the publication.

We now sport a full global multicultural lifestyle network and have developed a membership model that focuses on the award-winning media (print, digital, web, mobile, podcast and video), products (tools to activate global diversity) and experiences (culturally immersive global travel, expert speakers, multicultural consulting, masterclasses) that provide multiple avenues for our community and those who love them to acquire our resources in the manner and frequency that best suits them.

S.H.:  How did the magazine change after 2020?

D.A.: In 2020, we were at press when George Floyd was killed. We pulled back and revamped an issue that typically takes 3-6 months to produce and were back on press with new content in 10 days. “Blackness Around the Globe” examined the many ways Black people see themselves and shared their myriad experiences. It showed that the diversity of the diaspora while focused on our multiethnic, multicultural, mixed-race and geographically mobile population beautifully. We produced two different covers — it’s often interesting to see who chooses which. After selling out, we went into a second run and have maybe 2-5 commemorative copies squirreled away in the office.

S.H.:  What are some major challenges you are facing and how do you plan to overcome them? 

D.A.: I’ve got to take a moment to thank people like Linda Thomas Brooks – President of the Public Relations Society of America and former President of the Magazine Publishers Association for her tireless effort, advice and attention. She has been an amazing believer and champion, and the world would be a much better place with people like her in it! Her intention, her goodness, her willingness to put herself out there have been invaluable for us, and for the people we serve.

The biggest challenge I see —  and my true pet peeve — is people and/or organizations being performative in their support of diversity, equity and inclusion–not to mention, belonging. Talking big game and maybe taking a step or two in order to stay out of “harm’s way,” but with no intention to effect true change. Not doing the hard work, not following up their words with real action. Keeping business as usual but acting as if they are a champion for change. Supporting people of color and businesses of color means doing things differently — and learning the steps necessary to do so.  We at Cultursused to do the hard work to try and assist those people and organizations. Now we only do so if they ask, truly mean it, and intend to compensate for the high-quality time our award-winning team provides, rather than becoming overwhelmed with organizations that ask for more work at a lesser rate or waste our time to “assist” with no follow through. 

Beyond that, is growth. The decision to prioritize my and my team’s mental health by focusing on those who truly want to see change is fueled by the fact that our growth constantly threatens to outpace our resources. It’s imperative that we allocate resources wisely to continue to serve our audience well while increasing our distribution and reach to become a household name.

S.H.: You are now a full time magazine person, why did you make the decision to leave the university and stick to the magazine?

D.A.: I see the need for our publication. The direct messages, calls, emails and feedback of those who often feel “unseen” in today’s world that explain this is the first time someone feels as if they belong — that kept me going during the toughest days. Now I’m committed to it full time. Culturs activates 21st century cultural diversity because it’s important. We embrace the cultural “in-between,” because everyone should feel like they matter. 

Unfortunately, so much work needs to be done in marginalized spaces, that the marginalized of the marginalized (our population of multiethnic, multicultural, mixed-race and geographically mobile people like immigrants, refugees and Third Culture Kids) often have to assimilate to even feel a part of minoritized spaces. So I now focus on this, while also supporting the important work done at Universities. Through Culturs’ speaking and consulting arms, we still support Colorado State University’s Inclusive Excellence efforts, as well as speak at Universities like Columbia and currently are working on partnerships with two other Universities. Our experts also lend their knowledge and skill to universities, corporations and organizations around the world.

S.H.:   Anything else you would like to add?

D.A.: I’m excited for the ways Culturs has been able to navigate this industry. We’ve taken experts in traditional magazine and newspapers, the gift industry, technology, marketing and social sciences, and developed an organization that’s mailable and innovative in today’s marketplace. It is interesting to me when giants in the industry compare our strengths using traditional measurements–like number of ads or mass distribution. We’re creating an entirely new space that’s different from what’s come before. As a newspaper veteran who had a front row seat when the internet came careening in, it was a lesson on what not to do when working to stay relevant. Never get too cocky, always remember change comes, keep your eyes open and think critically — prepare as you watch the trends, because no industry is too big to fail. We are the first mainstream-focused organization to amplify this particular audience, which includes people of color — and, as I continually strive to keep up with the industry, It’s validating to know some of the biggest companies in our sphere are planning some of the same activities: membership, products, events, etc. that have been on our radar since we began.

S.H.:  My typical last question is what keeps you up at night today?

D.A.: Nothing keeps me up at night! However, in terms of what concerns me? I’d reiterate the lackluster efforts toward truly pushing our society forward. We are lucky enough to have stellar partners, AND I often wonder if they would be as stellar if we, as an organization, weren’t as prepared, knowledgeable and innovative as we are. There is still a lot to learn to fit mainstream needs, however. There are pressures put upon our organization and actions requested that I know many small organizations or those sometimes led by diverse people who may have cultural nuances that do not lend to the typical multinational corporation’s way of doing business. How many are ignored because they cannot or do not know how, or do not want to conform? Meanwhile, we are grateful for those who give us grace as we work with them, and thankful for the team of experts we’ve assembled who are both versed in our audience’s needs, and the needs of our partners and advertisers. It’s a tough balance, but one I’m happy to work through when provided the opportunity.

S.H.: Thank you

To access Culturs on the digital front click here.