Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more of
their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News. The
report analyzes spending for black households in 2008 and finds that
Story continued... _________________
2010 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
Burrell, ad pioneer and author, launches national campaign backing black
12, 2010) Author and advertising executive, Tom Burrell launches the
"Positive Push" Experiment, a national campaign utilizing the viral
power of social media to support positive black music artists and videos
in honor of Black Music Month.
The impetus for this innovative campaign to combat the negative imagery
plaguing the African American community was Burrell's recently released
debut title, Brainwashed: Challenging the Myth of Black Inferiority. In
his book, Burrell "calls for a cadre of enlightened thinkers to use New
Media to change how blacks are projected in the media. Instead of just
talking the talk, we will kick things off with a relatively easy way to
demonstrate our ability to bring about change."
Utilizing the powerful social media networks of Twitter and Facebook,
consumers are encouraged to Tweet and update their Facebook status that
promotes positive artists and videos. The "Positive Push" campaign
believes that misogynistic, violent or irresponsible lyrics and images
aren't the only way to sell black music. Understanding the dynamic of
promoting positive imagery to change the misguided "brainwashing" that
has occurred over the years "Positive Push" will choose videos,
representative of the core message, that consumers can view at
The first video selected for the campaign is the new single, "Tightrope"
by singer Janelle Monae. "The video not only serves as an homage to
artists like Jackie Wilson, The Temptations, James Brown and Michael
Jackson," said Burrell, "Monae offers a video that's also evocative, hip
and entertaining without using offensive or lewd imagery."
If consumers like the videos message, they are asked to purchase the
single on I-Tunes, and then use their social media networks to invite at
least five friends to sample the video, buy the song and repeat the
exercise by asking five more friends to join in.
"We hope and believe that success of the "Positive Push" campaign will
bring about game-changing results," Burrell stated. "Imagine if 200,000
people bought the song in a single day. All of sudden, the prism shifts
and consumers are using their economic clout to bring about change."
About Tom Burrell
Marketing communications pioneer and Advertising Hall of Fame inductee
Tom Burrell is credited with revolutionizing the image of African
Americans in television and changing the face of American advertising.
During his tenure as a top advertising executive, he coined the
now-famous phrase, "Black people are not dark-skinned white people." His
award-winning work promoted positive and realistic images of blacks and
acknowledged the purchasing power of the African American community. In
2007 Burrell founded the Resolution Project, theresolutionproject.us, a
nonprofit organization that promotes intra-racial dialogue and
community-based new media "stop the brainwash" campaigns. "Our task is
to use propaganda to eradicate negative images and replace them with a
bombardment of positive words and images." He lives in Chicago's South
Loop area. BRAINWASHED: Challenging the Myth of Black Inferiority is his
Go to Target Market News homepage