Readers of Just Jazz Guitar Magazine know how hard owner Ed Benson has had to work to bring the publication to the level it is at today. Having started JJG on the suggestion of a close friend, Ed has developed the magazine from humble beginnings into the premier jazz guitar magazine on the market. Each issue features articles, interviews, lessons and product reviews written by some of the finest jazz guitar players and educators in the world today.

Ed took time to talk to us recently about the genesis and evolution of Just Jazz Guitar Magazine, and where he sees the publication headed in the future.

MW: How did Just Jazz Guitar magazine begin and what were some of the challenges you faced during the early years?

EB: It began in 1994. Cindy Benedetto, wife of luthier Bob Benedetto, asked me to do some computer work for her on a project she was working on. At one point she changed her mind regarding the project and instead asked me “why don't you do a jazz guitar magazine?” since there wasn't any thing like that in circulation at the time.

My response was, "Are you crazy?" I had worked for 25 years as an executive in department stores, and had no background in publishing. I was concerned about where I would get articles, music, reviews etc for each issue. She said she had a number of endorsers that might contribute material, which would help get the magazine off the ground.

As I was retired at that time, my wife and I decided to give it one year, and then depending on the results we would make a longer term commitment from there. We would use our money as the start-up capital, and if it failed, after a year we would shut it down. That was in 1994 and we've been profitable every year since.

My concerns then were how to find content, how do I ship it, who will print it, can I do it all by myself with my wife handling the paperwork, and many other problems that I hadn’t faced before. My wife and I use to sit on the floor shipping out the first few issues which contained 67 pages compared to about 188 now. Since then I have found a mailing service in Atlanta and a printer in Alabama which has helped immensely.

I've been very fortunate to have found so many people who are able to submit material for each issue. After my wife passed away in 2003 my daughter in law joined me, as I could not run the magazine by myself. She and I communicate by phone and internet many times a day to discuss the magazine. I still run the whole operation out of my house.

MW: JJG publishes articles and interviews with jazz guitarists of all styles and backgrounds. How do you manage to keep a balance between offering content for fans of Bebop, and other traditional styles, and fans of more modern genres like Fusion?

EB: That's a tough one. I've received some criticism that I don't print enough of a certain style like fusion or bebop, while other readers ask me to print more articles dealing with basic material and chord melody arrangements. I’ll never be able to make everyone happy, so I try to include various types of material in each issue that cover various levels of difficulty.

MW: JJG has become a go to resource for jazz guitar teachers and students, as each issue contains lessons and other educational materials. What role do you see JJG playing in jazz guitar education, and what role do you see it playing in the future?

EB: I never thought about JJG being a resource for educators and students. I'm thrilled that it is. If that's the case I may start publishing more material specifically geared to students in jazz guitar programs at the university and college level.

MW: How has technology, specifically the internet changed the way you run JJG, and do you have plans to expand your internet availability in the future?

EB: The net has helped us to reach subscribers worldwide. I keep adding more material to the website such as the Bob Conti and Howard Morgan video lessons, and will continue to add more in the future. I thought about putting the magazine on the net, but if I did that I'm afraid it would be downloaded and copied, which would put us out of business very quickly. There are also numerous copyright problems with offering material on the net that make it a cumbersome endeavor to pursue.

MW: What are some of your long term goals for JJG, and have these changed since your first begin publishing the magazine?

EB: Long term I'd like to remain a small, quality niche publication. I have no interest in tripling the size of the business as I couldn't handle it. I’m pleased with where we are now, and hopefully we can continue to grow in a manageable way. I've never felt that bigger is necessarily better, especially in the publishing world.

MW: Running a magazine requires an enormous amount of work and dedication. After over a decade of publications, what motivates you to continue to devote the time and energy required to publish each new issue?

EB: I still have fun putting each issue together, and I have enjoyed the benefits of meeting many of the greats in the jazz guitar world. If it wasn't fun, or if I was losing money, I would not be able to work as hard as I do. It is truly a labor of love.

MW: JJG is geared towards a small, niche market. Has the economic downturn affected your business, or does having a niche market allowed you to weather these precarious financial times?

EB: While the economy has affected all aspects of the media-print, radio, TV, magazines and newspapers in terms of loss of advertising revenue and subscribers-we had a very good year in 2008. As matter of fact, it was the one of the most profitable years since the magazine began fourteen years ago. While I cannot downsize if I had to, since there are only two of us, I have learned to control the costs aspects of the magazine. I am hoping 2009 will continue this profitable trend, but no one really knows. I’m as susceptible to the downturn as any other business is.

MW: What advice do you have for any one who is thinking of starting a music related magazine, either in print or online?

EB: When I started out I asked some other publishers what they thought of my idea. Everyone said I was crazy and would fail quickly, as there was no market for a magazine dedicated to jazz guitar. While I knew the jazz market was small, I felt it wasn't being served to any degree with the other guitar publications. Meanwhile, I'm still here after 15 years. I would tell anyone if they have what they believe is a good idea to go for it and don't listen to all the negativity.

MW: Thanks for taking the time to talk to us today.

EB: My pleasure.