Why Are Blacks Missing out on Hyperlocal Ad Dollars?
(Rolling Out) — Bloggers, by conventional wisdom, should be rolling in the dough by now. After all, all signs point to victory for them. We know that the print industry is losing advertising revenue to the digital space, that is, online and mobile technology ventures. We know that the current trend in advertising is hyperlocal marketing, where big name advertisers can make a direct impact on a very specific population, right down to the zip code. And we know that big brands want to reach the African American and multicultural markets, to better reflect a more diverse society. So, why aren’t the hyperlocal black bloggers seeing more of those advertising dollars? Even in the Promised Land of new media, there’s still an old-school disconnect between the mighty advertising dollar and the active black media outlet.