Camille Dundas, co-founder and Editor-in-Chief of ByBlacks.com, the leading Black Canadian online magazine, has forged an extraordinary career. Despite intentionally failing half her classes in high school, Dundas has risen to be named one of the top 100 accomplished Black women in Canada. She has gone from seeking help from the Canadian government to consulting for it, and from having numerous job applications ignored to leading a recognized online magazine and working with global companies like Hootsuite.
Dundas attributes her success to vulnerability, storytelling, and a message of radical transparency. By sharing personal stories about her career — including discovering she was part of a diversity workplace program and navigating microaggressions — she has focused on Canada’s unique position in diversity, equity, and inclusion (DEI).
Her public speaking and DEI consulting emphasize intersectionality, moving beyond traditional diversity categories to explore the complex interplay of various social identities. With a client list of Fortune 500 companies, Dundas is transforming workplace cultures and promoting effective allyship.
Reflecting on the journey, can you share the inspiration and vision that led to the co-founding of ByBlacks.com?
The vision for ByBlacks.com originated with my husband, Roger, who worked in marketing and PR. He noticed a significant gap as he visited many Black businesses in the GTA.
Many of these businesses needed help marketing themselves, whether due to a lack of resources, knowledge, or even an essential online presence. Roger envisioned creating a platform to help these businesses market themselves effectively. Initially, the idea was for a Black business directory to be a fully digital platform offering additional marketing support.
As we developed the business, we consulted a friend who was a web developer. He pointed out that we needed to give people a reason to return to the website. He suggested we tell the stories behind the businesses in the directory to attract visitors.
This insight led to the evolution from a simple directory to a magazine format, leveraging my background in journalism. Roger took on the role of publisher while I became the editor-in-chief. Over the past 11 years, these roles have been instrumental in our continued growth and success since our founding in 2013.
Considering the early days, what were the challenges faced when starting, and what strategies did you apply to mitigate them?
Most start-ups face structural and administrative challenges, but fortunately, Roger’s background as an accountant helped fast-track our setup, as he had experience setting up businesses for others. Our primary challenge, like most new businesses, was financial. ByBlacks started as 100% bootstrapped; we have never sought outside investors. We poured our money and sweat equity into this because we believed in it.
Having an ads-based revenue model, we had to quickly build an audience and convince advertisers to trust our new brand. We focused on producing high-quality content, leveraging my experience in mainstream media to maintain professional standards. Roger was very good at ensuring we collected data from our target audience to tailor our content to their interests and fill gaps in the market. Building strong relationships within the community and engaging with our audience through events and social media also helped us establish credibility and foster loyalty.
In what ways has ByBlacks.com evolved since its inception, and what are some of its significant achievements?
It’s remarkable to see how far we’ve come. Roger and I wrote all the articles in the first couple of months. As we grew, we enlisted friends who were professionals, but not necessarily writers, as we couldn’t afford to pay anyone.
Despite early rejections, including a business grant where the administrator said our idea would fail because “Black people do not support each other,” we persisted, demonstrating our resilience and determination in the face of adversity. Today, we pay everyone who contributes to the website. Our freelancer rate is close to mainstream media freelancer rates, even though our revenue is much smaller than theirs. We have 17,000 unique visitors per month, and we’ve had some of the most influential Black Canadians contribute to the website, such as Marci Ien, Celina Caesar-Chavannes, and Jully Black, to name a few.
We have won two national ethnic media awards and a certificate of recognition from the Prime Minister. We have also expanded our content to cover a wide range of topics relevant to the Black community, developed partnerships with major media outlets, and launched initiatives like Black History 365, further cementing our role as a vital resource for Black Canadians.
While observing industry trends, what methods do you use to ensure ByBlacks.com remains relevant and provides value to its audience?
Instead of focusing on industry trends, we prioritize our specific audience’s interests and feedback. For example, we discovered our audience’s strong interest in Black Canadian history through our Black History 365 campaign, which featured daily stories about Black Canadian history for a year. This initiative resonated deeply with our audience and even helped some people recognize their relatives in archival photos. Our audience’s interests and feedback shape our content and direction, ensuring we remain relevant and valuable.
By what means have you leveraged social media to enhance the company’s overall reach and influence?
Social media has been integral to our success, particularly Instagram, where we built a strong following and connected with our audience in real-time. However, building an audience on social media also makes you vulnerable because your content is at the mercy of the host.
For example, we were severely impacted by the Online News Act, which resulted in Meta choosing to block users in Canada from viewing any news accounts on Instagram and Facebook. We have 27,000 followers on Instagram, and now none of them can see our posts if they’re in Canada, unless they use a VPN.
We’ve advocated against the Online News Act and continue to seek alternatives to maintain our reach. We have also increased our presence on other platforms like TikTok and LinkedIn, and focused on building a robust email newsletter to ensure we can communicate directly with our audience.
The current state of digital media is changing rapidly; what insights can you share about artificial intelligence (AI)’s role in the future of digital media platforms?
While AI is increasingly used to write articles on digital news platforms, we have not adopted this approach at ByBlacks.com. AI-generated content often lacks the soul and authenticity that we strive for.
Our mission is to empower and employ Black Canadian writers, and using AI to replace them contradicts our principles. However, AI can be helpful in data collection, analytics, insights, and research. By leveraging AI for these purposes, we can free up our writers to focus on creating more nuanced and impactful stories. This way, we maintain our commitment to authentic storytelling while embracing the benefits of technology.
How does the team behind ByBlacks.com, with their diverse skills, contribute to the platform’s success?
Our incredible team is crucial to our success, and we cannot do what we do without them. Everyone’s talents and innovations drive our growth and evolution — from customer service and sales to freelancer writers. Their diverse skills and dedication are the backbone of our continued success.
Each team member brings a unique perspective and expertise, whether in digital marketing, content creation, graphic design, or community engagement. This diversity allows us to approach challenges creatively and develop innovative solutions.
We are also very open-minded and approachable when considering new freelance writers. We have mentored many Black Canadian writers with deeply insightful opinions who may not have had the opportunity to publish their work. We’re always looking for fresh voices.
Black Canadians do not get adequate representation in media; how has ByBlacks.com impacted their visibility?
ByBlacks.com has become the go-to platform for analysis and commentary on Black Canadian issues. Our stories often get picked up by mainstream media, amplifying their reach. For our writers, contributing to ByBlacks.com boosts their public profiles and opens collaboration opportunities. For example, we have a monthly segment on Corus Radio on a show called Toronto This Weekend. Each month, a different ByBlacks writer talks about their article and the issues it highlights. In the past, we’ve had cross-publishing partnerships with the Huffington Post and the CBC.
Our focus on underrepresented voices and stories ensures that a broader range of Black Canadian experiences and achievements are highlighted, thus creating a more inclusive media landscape and empowering our community. Through these efforts, we significantly increase visibility and drive meaningful conversations and change, making Black Canadians feel more represented and empowered.
To what extent do you incorporate Diversity, Equity, and Inclusion (DEI) into your content and business practices?
I always remember that we are writing for the entire Black community, not just the parts that represent us personally. And I think it’s something we are good at in terms of remembering that Black people are not monolithic.
We must have a variety of stories that represent different intersections of Blackness, whether it’s Black queer communities, Black disabled communities, Black rural communities, Francophone Black communities, and so on. We actively seek out stories highlighting the richness and variety of the Black experience, aiming to educate, inspire, and foster a sense of belonging within our community.
In the context of leadership, what tangible steps can companies take to improve allyship in the workplace?
Effective allyship starts with self-interrogation and education. Individuals and organizations must examine their biases and privileges before engaging in authentic allyship. Avoiding performative gestures and focusing on genuine understanding and support are critical.
One tangible step I always recommend is implementing a DEI and anti-racism education program across the organization to ensure everyone has a shared understanding and starting point. It’s why I created Canada’s first online micro-credential in Inclusive Communications: Foundations of Diversity, Equity and Inclusion In The Workplace. It’s accredited by Dalhousie University and geared towards professionals who can take the course online at their own pace.
At what point during your career did you recognize you were a ‘diversity hire,’ and how did that realization affect you?
During my first media job after university, I realized I was a ‘diversity hire.’ It was a devastating revelation, leading me to question my capabilities and worth. However, a mentor helped me see that the diversity hiring program might have been my foot in the door, but it wasn’t the reason for my success.
This experience underscored the importance of transparency and support in diversity hiring programs. It also highlighted the need for organizations to adopt an inclusive environment where all employees feel valued for their contributions, not just their demographics. This lesson has profoundly influenced my approach to leadership and advocacy for equitable workplace practices.
As a Black woman and entrepreneur, how do you maintain motivation and resilience amidst ongoing adversities?
I hold on tightly to moments of impact and change. When people tell me I’ve made them think differently or act more equitably, it reinforces the purpose of my work. I surround myself with a supportive network of family, friends, and like-minded professionals who provide encouragement and perspective. Celebrating small victories and staying connected to our community also fuel my passion and resilience, reminding me of the positive difference we are making.
Are there any upcoming plans or projects for ByBlacks. com that excite you?
Absolutely. Our People’s Choice Awards and ByBlacks Restaurant Week are always exciting. These initiatives connect us with new businesses, promote Black-owned businesses, and endorse community engagement. The People’s Choice Awards open for nominations on October 1, 2024. ByBlacks Restaurant Week Fall Edition features special menus and discounts from Black-owned restaurants, caterers, and food trucks across Canada from November 18th to 24th, 2024. It’s a fantastic opportunity to support and celebrate Black entrepreneurship.
“I hold on tightly to moments of impact and change. When people tell me I’ve made them think differently or act more equitably, it reinforces the purpose of my work.”
How does ByBlacks integrate sustainability into its content and operations?
ByBlacks has always been a digital-first company. Every single one of our employees is remote. We joke that there are so many ByBlacks writers who we’ve never met in person. We’ve had to be intentional about creating at least one annual in-person meet-up to have actual face time with our writers. All of our employee onboarding is also digital; no one ever receives a piece of mail from us. We’re a small company, but we do what we can to minimize our environmental footprint.
Do you have a favourite quote that resonates with you? Could you share its meaning with you?
One of my favourite quotes is an African proverb: “Until the lion learns to write, every story will glorify the hunter.” When I hear that quote, I think about the fact that our ancestors were killed for learning to read and write. So, we are the lions. We have learned to write. So, we must use our pen, literally and figuratively, to write our stories, centre our experiences, and map out our futures. Carrying on the work of our ancestors is both a duty and a privilege. It is the gift of legacy.
Jennifer M. Williams | Editor-In-Chief
