We may not need more black people on TV or in magazines to validate our worth but that doesn’t mean we still wouldn’t like to see a lot more color a little bit of everywhere. Finally, a new coalition of leaders in black media is putting their money where their mouth and not just talking about the need for more images of us in television advertising, but trying to force advertisers to do so.
The New York Times reports:
BET Networks, Black Enterprise, Johnson Publishing (the publisher of Ebony and Jet magazines), the National Association of Black Owned Broadcasters and others will join with media-buying agencies to introduce a campaign intended to educate advertisers about the importance of black media and its increasingly deep-pocketed audience.
Called #InTheBlack (using the Twitter hash tag), the campaign will begin with print advertisements in major newspapers (including The New York Times) and trade magazines like Broadcasting & Cable and Adweek. It will expand to a long-term joint effort that includes social media and direct outreach to marketers.
The Times points out the irony of so many outlets these days pushing to create Spanish-language channels, radio, TV, and print promotions due to the population shift, while simultaneously overlooking the $1.2 trillion projected buying power the black community is expected to have by 2015.
Pointing out that most advertisers figure black people will get the message anyway without being specifically targeted, Debra L. Lee, chief executive at BET Networks, said:
“Any well-developed media plan should include both [generic and targeted advertising]. Black media has a special connection to black audiences.”
Hopefully this #InTheBlack effort will penetrate the masses. It’s great to see us doing more than complaining about this well known problem. What do you think?
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