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About The skanner. (Portland, Or.) 1975-2014 | View Entire Issue (Sept. 26, 2012)
MBE2012 By George E. Curry NNPA Editor-in-Chief WASHINGTON (NNPA) – Companies that fail to advertise with Black media are missing an opportunity to effectively reach nearly 43 million African Americans whose $967 billion annual buying power is projected to exceed $1 trillion in three years, according to the new study released by Nielsen and the National Newspaper Publishers Association (NNPA). “Still the largest racial minority group in America, with a project- ed buying power of $1.1 trillion by 2015, Black consumers remain at the forefront of social trends and media consumption,” the study found. The findings were released Friday at the Congressional Black Caucus mation and measurement compa- ny. “NNPA’s insertion of the report into its 200 publications allows Nielsen access to millions of African-American consumers, “Since 2000, the total U.S. pop- ulation only increased by 11.3%, while the Black population increased by 17.9%, a rate that is 1.6 times the greater overall growth,” the Nielsen study said. The report noted that the U.S. Black popu- lation is larger than 163 of the 195 countries in the world, includ- ing Argentina, Poland, Canada and Australia. “The average income for African-American households nationwide is $47,290 with 35% earning $50,000 or more,” the report stated. Ten percent of Black households earn $100,000 Benjamin Jealous, president and CEO of the NAACP, stated that African-American readers give more credence to ads placed with Black media than those that appear in the general interest publications. And the Nielsen research supports that view Foundation Legislative Conference. “Our collaboration with the NNPA has been successful,” said Susan Whiting, vice chair of Nielsen, a premier global infor- and allows us to share vital infor- mation that will help increase the awareness of Blacks’ consumer power.” And according to the report, that power is considerable. PHOTO BY ROY LEWIS FOR NNPA Nielsen Study: Black Media More ‘Relevant’ to Black Consumers NNPA Chairman Cloves Campbell speaks as NNPA President. or more each year. The study noted, “The Black population and its aggregate buying power is overall more geographically widespread and more diverse than other ethnic and racial segments.” Cloves Campbell, chairman of the NNPA and publisher of the Arizona Informant, said: “Marketers under- estimate the opportunities missed by overlooking Black consumers’ frus- tration of not having products that meet their needs in their neighbor- hoods. And companies that don’t advertise using Black media risk having African-Americans perceive them as being dismissive of issues that matter to Black consumers. This report demonstrates what a sustain- able ad influential economic force we are.” Benjamin Jealous, president and CEO of the NAACP, stated that African-American readers give more credence to ads placed with Black media than those that appear in the general interest publications. And the Nielsen research supports that view. According to the report: Ninety-one percent of Blacks believe that Black media is more relevant to them; Eighty-one percent believe that the products advertised in Black media are more relevant to them; Seventy-eight percent would like to see more Black models/actors used in ads (51 percent said they would purchase a product if the advertising portrayed Blacks posi- tively); Seventy-seven percent of African Americans said Black media has a better understanding of the needs and issues that affect them; Seventy-three percent believe Black media keeps them in touch with their heritage; Sixty-eight percent want to see more commercials directed specifi- cally to Black audiences and Sixty-seven percent of Blacks want to see more advertising target- ing Black consumers. NNPA President and CEO Bill Tompkins said Black media plays a unique role in the African-American community. “The general media does not cover us as well as we cover our- selves,” he said. Tompkins noted that Black media receives only 2 percent of the $120 billion advertis- ing dollars spent with general media. Read the rest online at www.theskanner.com Page 12 • Minority Business Enterprise • The Portland and Seattle Skanner • September 29, 2010
