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
228 S. Wabash Ave.
Chicago, IL 60604
campaign dollars 'not enough' black newspaper publishers say
By Pharoh Martin
NNPA News Service (July 7, 2009) Rick Wade, deputy chief of staff and senior advisor
to the U. S. Commerce Secretary Gary Locke, was met with a bit of
displeasure from black publishers June 26 as they expressed that the
government's Census advertising plan for black newspapers was
Wade announced to members of the National Newspaper Publishers
Association that out of an estimated budget of more than $24 million
dollars for black media advertising only $1.6 million will be spent with
The funds are to be used to assure an accurate count in difficult to
count communities, such as among African Americans and Latinos.
"That's not enough," one publisher said quickly in response to Wade's
announcement. Another publisher did the math and equated that the
estimated numbers will do nothing if split among hundreds of newspapers
nationally. At the most it will only buy one ad, she said.
As others chimed in during a question and answer period, Wade assured
the audience representing more than 200 black-owned newspapers that the
proposed budget is not yet final.
"These are just estimates," he said. "We believe we have sufficient
funds to ensure an accurate count."
Dorothy Leavell, publisher of the Chicago and Gary Crusader Newspapers,
and chair of the NNPA Foundation, then addressed another concern.
"Ten years ago, we ran your ads and didn't get paid," she said. "We are
a significant part and we want to be counted."
Wade assured, "These are paid advertisements so you will be paid."
The intense, but courteous discussion underscored a long-standing
contention by black newspaper publishers that they are often undercut by
advertisers—including the federal government.
Wade told the group that he understands that black newspapers are not
only press but they are also businesses and that it is in the interest
of the Department of Commerce to advance businesses.
According to the temporary budget, the $24.7 million being allocated for
black population media advertising during the census count will be split
three ways. Black population media includes Black- American,
Caribbean-American and Black-African media outlets, according to Wade.
The budget is comparable to the Latino media allocation of $27 million
The advertising campaign will begin in the fall and will end August
2010. The Census Bureau will adjust and reallocate unused money until it
The Department of Commerce will be pushing their message about
participating in the 2010 census through a large advertising campaign in
order to reach the "hard-to- count" populations.
Wade spent most of his speech before America's premier black publishers
organization explaining the specifics of the 2010 Census and promoting
the importance of $5 billion slated to broadband employment for the
black community. But the information surrounding the Census' advertising
campaign is what caught the ears of the dozens of black newspaper
publishers in attendance.
Following the breakfast the Census Bureau hosted a seminar called
Advertising and Ethnic Media, in which, the Bureau gave more specifics
about the process of securing an advertisement buy during the 2010
Census advertising campaign.
Contract management chief Kendall Johnson said as long as the media
entity is solvent and has been in business at least a year it would
qualify for ad money.
"We're not looking for metrics. We're just looking that you can reach
the people you say you can reach," she said.
The advertisements will be placed through multi-cultural advertising
firm Globalhue and a pairing of smaller advertising firms. The smaller
firms are being used because law states that 40 percent of the $326
million dollar contract's budget must be spent on small businesses.
And even though 51 percent ad budget will be allocated to ethnicowned
media some publishers fear that the money will not make its way down to
community papers because many black newspapers have not had positive
business experiences with Globalhue.
"We're not being represented by that agency," said a publisher who spoke
but did not identify himself. "We have our own ad agencies that haven't
excluded us and put us behind the eight-ball. So it's not [that] we
don't trust [the Census Bureau]. We don't trust the guys you are doing
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
decades and it provided an intersection for brands, sports, and popular
culture. Erin O. Patton documents this impact in his new book, Under the
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
think they can ignore the urban market they'd better think again...This
isn't just a book for so-called urban marketers; this should be
mandatory reading for every marketer in the country."
Click here to order