15th 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 African-Americans...
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 Black Stats  
Frequently requested data on African American consumers

Black Buying Power:
 $803 Billion (2008)

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 $166.3 bil.
 - Food $65.3 bil.
 - Cars/Trucks $31.5 bil.
 - Clothing $26.9 bil.
 - Health Care $23.9 bil.

Click here for more stats from "The Buying Power of Black America."
Get quick access to key
U.S. Census 
Bureau Data

Click here to go to African-American Census Bureau data


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New Ford African-American Web campaign taps sports announcer James Brown

By Karl Greenberg
(August 6, 2010) Ford has tapped CBS sports announcer James Brown for a new ad push directed at African-American consumers. The corporate effort contains an "All-In" theme line. As part of the campaign, via UniWorld Group, Brown appears in a series of Web videos touting Ford product quality, technology, the community and the environment.

In the Web videos at FordUrban.com, Brown conducts one-on-one interviews with Ford executives who talk about their lives and the past, present and future of the company. The videos will be shown at major African-American-sponsored events throughout the year. The executives in the videos include Ford's Group VP of Global Quality Bennie Fowler; John Viera, director of sustainable business strategies; Pamela Alexander, director of community development, Ford Motor Company Fund; and Jason Johnson, a product development engineer.

Shawn Lollie, Ford's multicultural marketing manager, says ads will run in various print publications, including Savoy, Professional Magazine, Black Enterprise, Minority Business Journal, American Legacy and more than 15 African-American newspapers in top news markets.

"'All In' is a mantra, a rallying cry that symbolizes the one-team philosophy that makes up Ford Motor Company," Lollie tells Marketing Daily. "We wanted to share some of the African-Americans at Ford."

She says the last time that Ford created an African-American targeted corporate ad campaign was in 2005, which is also when Ford launched FordUrban.com.

"This is not focused on any one vehicle although the vehicles will appear in the print ads and throughout the campaign. This campaign is about highlighting our strengths as it relates to our quality products, commitment to the community, game-changing technologies and commitment to our green efforts," she says, adding that the campaign will continue through 2011.

Click here to view the videos

Go to Target Market News homepage

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