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data on African American consumers
Black Buying Power:
$679 Billion (2004)
Black U.S. Population:
Top Five Black Cities
- New York
Top Five Black Metros:
- New York-New Jersey
- Los Angeles
Top Five Expenditures:
- Housing 110.2 bil.
- Food 53.8 bil.
- Cars/Trucks 28.7 bil.
- Clothing 22.0 bil.
- Health Care 17.9 bil.
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Interepís Power of
Urban Radio symposium draws marketersí support
20, 2006) - Interep hosted its eighth "Power of Urban Radio" last week in
Chicago. The theme of this year's symposium was "I Want My Urban Radio,"
and the question was posed throughout the day, "Can mainstream media
effectively target the African American market?"
The symposium featured a mix of speakers, presentations and panel
discussions. Darryl Brown, EVP/General Manager, ABC Radio Networks,
Chesley Maddox-Dorsey, President/COO, Access.1 Communications, and EJ
"Jay" Williams, President, American Urban Radio Network (AURN) were
co-chairs of this year's event. Doug Banks and Dede McGuire, on-air radio
personalities with ABC Radio Networks, served as co-hosts for the first
half of the program. Later in the morning, John Monds and April Ryan,
on-air personalities with AURN, assumed the co-hosting responsibilities.
Sherman Kizart, Sr. Vice President/ Director of Urban Marketing for
Interep, opened the event, saying that emotions over the day's theme run
high. Kizart noted the unique and specific role that urban media plays in
the lives of African Americans. The symposium's theme was discussed and
debated throughout the day, particularly on two panels Ė one from the
advertisers' perspective and one from the ad agencies' point-of-view.
McGhee Williams-Osse, managing partner and co-CEO of Burrell
Communications, delivered the day's keynote address. Ms. Williams-Osse
began her address with the provocative statement, "Can mainstream media
effectively target African Americans? I answer emphatically - yes... but
yes, with marginal effectiveness. Mainstream media can not truly engage
us." Ms. Williams-Osse went on to say that a mainstream strategy is not
"practical or sustainable over time."
She added, "Urban radio is the dominate media form in the black
community... nothing can compete with its ability to nestle in the minds
and hearts of the African American community... our bond with urban radio
is emotional and even spiritual at its core." Ms. Williams-Osse also
stated that this relationship of trust represents a tremendous opportunity
for urban radio since studies show that overall trust in marketing and
advertising among African-Americans is declining.
Shawn Marshall, Vice President of National Marketing for the RAB moderated
the first panel, featuring four leading multicultural marketers: Toure
Claiborne, Director Multicultural Marketing/AllState Insurance; Marc
Perry, Multicultural Marketing Manager/Ford Motor Company; Cherry Knox,
Segment Marketing Manager/Tyson Foods; Laura Cruz, Sr. Manager
Multicultural Marketing/Pfizer Global Pharmaceuticals.
Ms. Cruz reinforced the keynote's message, stating that one of the key
reasons for her company's use of urban radio is its ability to connect
with the "hearts and minds of African American consumers" to help drive
home the company's campaign for healthy lifestyle changes.
Kay Madati, Director of Multicultural Marketing/Octagon, moderated the
second panel featuring ad agency executives. Panelists included: Deborah
Gray-Young, VP, Media Director/E. Morris Communications (Chicago); Linda
Jefferson, SVP, Director of Media Services/Burrell Communications
(Chicago); Gerald Hawthorne, Director of Media and Client Services/Fuse
Agency (St. Louis); Rosa Serrano, SVP, Account Director/Multicultural
Marketing Initiative (Los Angeles). When asked the question of the day,
can mainstream media effectively target the African American market, the
panel unanimously answered, "no."
Serrano elaborated, saying that even though an advertiser can buy 100
rating points targeting African Americans in general market media, if the
message is not targeted specifically to that group then the advertising is
not saying, "I want your business." Ms. Jefferson added, "Radio is a
missed opportunity for many marketers who do not realize the role that
urban radio plays in the lives of African Americans."
A luncheon panel entitled "The Best of the Best" explored how two of the
nationís largest brands pursue and impact urban consumers through the use
of integrated multicultural initiatives, including urban radio. Ken
Smikle, President, Publisher of Target Market News, moderated the session.
Panelists included Gwen Kelly, Sr. Manager, Multicultural
Marketing/American Family Insurance, and Robert A. Jackson, Regional
In addition, Julian Davis, Director of Urban Media Services/Arbitron,
updated the audience on Arbitron's portable people meter (PPM) and
outlined "a day in the life" of an African American consumerís radio usage
based on the PPM roll out in Houston.
Sponsors of the day's event included: ABC Radio Networks; Access.1
Communication Corp.; American Urban Radio Network; BRE/Black Radio
Exclusive; Jones MediaAmerica; and The Media Audit.
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Annual Edition Available
'Buying Power' report shows black consumers spending more on home life
As the American economy continues to move sluggishly,
African-American households are curtailing their spending in many
categories, including food, clothing and basic household items, while
investing more in home repair, home entertainment and consumer
electronics. Although they are trimming back, black consumers are still
spending more than their white counterparts on most of these products.
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