Marketing to Well-Heeled African Americans

March 20, 2010  |  
(Daily Finance) Go to any newsstand, and you will see a clear demonstration of market segmentation: There are specialty magazines aimed at brides, fly fishermen, sports car enthusiasts, Latino moms, and African-American singles.But there’s always the possibility of splitting these interest groups into even smaller, and more elite, clusters. That’s the premise of Black Is the New Green: Marketing to Affluent African Americans (Palgrave Macmillan, $35) by Uptown Media Group CEO Leonard E. Burnett Jr. and marketing consultant Andrea Hoffman.

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