to attend the 2008 Marketing to African-Americans with Excellence (MAAX)
Summit? Order the workbook which contains hard copies of the presentations
made by some of the nation's top experts on the Black consumer marketing,
R. L. Polk
Starcom MediaVest Group
U.S. Census Bureau
2009 by Target Market News Inc. All rights reserved
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finds racial differences in reaction to news coverage of Michael
(July 2, 2009) According to a survey from the Pew Research Center for
the Public and the Press, the public closely tracked the sudden death of
pop superstar Michael Jackson last week. However, nearly two-in-three
Americans say news organizations gave too much coverage to the story. At
the same time, half say the media struck the right balance between
reporting on Jackson's musical legacy and the problems in his personal
With reports about Jackson's June 25th death in Los Angeles dominating
media coverage at week's end, 30% say they followed these stories very
closely. A similar share (31%) say this was the story they followed more
closely than any other, according to the latest weekly News Interest
Index survey, conducted June 26-29 by the Pew Research Center for the
People & the Press.
Blacks followed the death of the African American singer – who had been
on the national stage for four decades – more closely than the
population as a whole. Eight-in-ten African Americans say they followed
news about Jackson's death very closely, compared with 22% of whites.
Women followed the story more closely than men (35% very closely
compared with 26%). Close to four-in-ten (38%) of those under 40 say
they followed the music icon's death very closely, compared with 27% of
those between 40 and 64 and 20% of those 65 and older.
A separate analysis of media coverage by the Pew Research Center's
Project for Excellence in Journalism shows that for the entire week of
June 22-28 the Jackson story and the bloody aftermath of the disputed
Iranian elections received similar levels of media coverage. The
protests in Iran made up 19% of the newshole for the week, while the
Jackson story took up 18%. But from the time the Jackson story broke
Thursday afternoon to the end of the day Friday, 60% of the news
coverage studied was devoted to his death, his life story and his
legacy, according to PEJ. Iran coverage dropped to 7% of the newshole in
that same time period.
About two-thirds of the public (64%) say news organizations gave too
much attention to the death of the 50-year-old performer, who had been
rehearsing for a major comeback tour. About three-in-ten (29%) say the
coverage was the right amount. Only 3% say there had been too little
When asked about the content of the coverage, 26% say the media focused
too much on the scandals and personal problems in the life of the
self-proclaimed “King of Pop”; 11% say the coverage focused too much on
Jackson's successful musical career. Half say news organizations struck
the right balance.
More than half of African Americans (54%) say the amount of coverage has
been about right, compared with 25% of whites. Seven-in-ten whites say
there has been too much coverage, compared with 36% of blacks.
About half of African Americans (47%) also say that the coverage has
focused too much on the scandals and personal problems in Jackson's
life, compared with 22% of whites. On this question, there is little
difference by gender: 28% of women say the coverage focused too much on
scandal, compared with 24% of men. About a quarter of those under 40
(24%), say coverage has focused too much on Jackson's personal problems,
compared with 28% of those 40-64 and those 65 and older.
The Week's Top Stories The Jackson story grabbed people's attention late in what had
already been a busy news week with continuing developments in Iran,
debate in Washington on health care reform, an infidelity scandal
involving South Carolina Gov. Mark Sanford and a train crash in
Washington, D.C., that left nine dead.
By way of comparison, the 30% that say they followed the Jackson story
very closely is similar to the 28% that followed the death of Tim
Russert, the NBC newsman, very closely in June 2008 and the 30% that
followed the death of Steve Irwin, “The Crocodile Hunter,” very closely
in September 2006. Still, interest in Jackson's death is far less than
the 54% who said they followed the sudden deaths of John F. Kennedy Jr.
in July 1999 and Princess Diana in September 1997.
Meanwhile, a similar share (29%) very closely followed the announcement
of criminal charges against Jackson alleging child molestation in
November 2003. A smaller share (13%) said they very closely followed
Jackson's acquittal in the California case in June 2005.
In other news, about three-in-ten (31%) say they very closely followed
the Iranian government's crackdown on election protesters last week.
That's comparable to the 28% that said they were following the
post-election protests in Iran very closely one week earlier and
indicates continued strong interest in the story. Close to two-in-ten
(18%) say they followed developments in Iran more closely than any other
Target Market News
Congratulates the Recipients
of the 2009
of the Year
of the Year
LOUIS CARR President. Broadcast
of the Year
CRYSTAL WORTHEM Multicultural Marketing Manager
Ford Motor Co.
of the Year
ESTHER FRANKLIN Executive Vice Pres.,
Director of Cultural Identities
Starcom Mediavest Group
of the Year
President / CEO
"UNDER THE INFLUENCE"
Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture
By Erin O. Patten
Hip-Hop culture has had a profound impact on marketing in the past two
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Influence--Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop
Adam Graves, senior vice president of Deutsch Advertising says of Under
the Influence and Patton: "If there are any marketers out there that still
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