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 Black Stats  
Frequently requested data on African American consumers

Black Buying Power:
 $836 Billion (2010)

Black U.S. Population:
 41.1 million

Top Five Black Cities
 - New York
 - Chicago
 - Detroit
 - Philadelphia
 - Houston

Top Five Black Metros:
 - New York-New Jersey
 - Washington-Baltimore
 - Chicago-Gary
 - Los Angeles
 - Philadelphia

Top Five Expenditures:
 - Housing $203.8 bil.
 - Food $65.2 bil.
 - Cars/Trucks $29.1 bil.
 - Clothing $29.3 bil.
 - Health Care $23.6 bil.
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NNPA chairman criticizes Toyota ad policy in open letter for ignoring black press

(March 16, 2011) The publisher of the Los Angeles Sentinel and chairman of the National Newspaper Publishers Association, Danny J. Bakewell, last week penned an open letter to automaker Toyota taking the company to task for not placing a recent newspaper ad campaign with the black press.

The Toyota ad, which did appear in many major general market daily newspapers, thanked consumers for their loyalty during the automaker's controversy over the safety of its vehicles. In an open letter in the L.A. Sentinel and also carried by many of the NNPA's 200 member papers, Bakewell asked "where was Toyota's loyalty" to its African-American customers.

"Thanking their customers is a smart move on Toyota's behalf and one that I applaud," wrote Bakewell. "However, we can't overlook the fact that Black people represent almost 10% of Toyota's American market share, and with a $1.2 billion annual advertising budget, it is not unreasonable for the Black Press to always expect to have a stake in Toyota's advertising (including Black advertising agencies). Nevertheless, Black newspapers were left off Toyota's latest marketing campaign, sending a clear and direct message that the Black consumer is still being taken for granted and Black people are still being disrespected and undervalued."

Bakewell chided Toyota for being "eager to send us press releases and ask us to write stories and editorials to influence Black America to stay with them in their time of trouble." After a report by the Federal Transportation Department and NASA cleared Toyota of any fault with its vehicles' electronic accelerator controls, "the Black press has once again been forgotten along with the Black consumer."

The letter goes on to say that the Black press wants to meet with the chairman of Toyota to discuss its advertising practices, or whether they should encourage their readers to take their loyalty for Toyota elsewhere. "We will not buy where we are disrespected...that is a promise," wrote Bakewell.

Bakewell told Target Market News that NNPA has been contacted by a member of Toyota's board of directors and that discussions with the company are being planned. The NNPA is holding its annual Black Press Week gathering in Washington, DC this week.

Click here to read the entire letter to Toyota

Go to Target Market News homepage

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New "Buying Power" report: Black consumers spend as economy grows
Details $507 billion in expenditures

African-American consumers are cautiously increasing their spending in some key product categories, even as they continue to make adjustments in a slowly growing economy. The finding comes from the 16th annual edition of "The Buying Power of Black America" report published by Target Market News..

In 2009, black households spent an estimated $507 billion in 27 product and services categories. That's an increase of 16.6% over the $435 billion spent in 2008. African-Americans" total earned income for 2009 is estimated at $836 billion...

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