Reaching the Black Market
New study to offer advertisers insight on connecting with the black community

by Aisha Sylvester

November
7, 2007--With the buying power of African Americans projected to reach
$1.1 trillion by 2011, Starcom MediaVest Group (SMG) and Dr. Nat Irvin
II, University of Louisville professor and founder of Future Focus
2020, have conducted a study aimed at providing advertisers with a
strategic approach to reaching black consumers.


Released Tuesday at the Association of National Advertisers conference,
SMG says the Beyond Demographics study underscores its desire to
provide clients with the best way to value and measure their investment
in the black community. Billed as the most detailed information on the
African American buyer available to advertisers, SMG hopes to have it
imbedded in the industry's metric system by the second quarter of 2008.


Currently, less than 1% of U.S. advertising dollars are spent utilizing
targeted black media to connect with the African American population.
Instead, advertisers rely on the inclusion of black images in the
general market, a move which Miriam Muley, founder and CEO of marketing
firm The 85% Niche, claims is negatively impacting African American
spending.


Esther Franklin, executive vice president and director of cultural
identities for SMG, believes the fresh perspective of this study will
result in the development of a variety of strategies to effectively
reach the community-once advertisers become aware of the various
lifestyles led by African Americans.


"We're excited to be able to share the texture, the depth, and the
richness of the African American culture in an environment that's
[never] really had this level of insight to it before," says Franklin.


Work began early this year when SMG and Irvin gathered information from
more than 1,000 African Americans across the country. The study
showcases the breadth of the community, painting a picture of the
various identities found in the rich, multilayered black culture.


"The exciting thing about this project is looking beyond the normal
lens through which we see ourselves, then having others look beyond how
they see us," says Irvin, who has been working on this concept since
1996. He hopes the information provided by the study will result in the
portrayal of more positive and diverse African American characters in
the media. Companies such as Coca-Cola and Kraft have already been
briefed on the contents of the study and are enthusiastic about having
such detailed information on one of the leading consumer groups in the
country.


Muley is just as enthusiastic about the research and commends SMG for
their proactive leadership on the issue. "I think this is the kind of
research that is needed to advance the efforts in the African American
space, she says." She hopes that Beyond Demographics will encourage
advertisers to ponder and put into effect the results of the research.
"I am very excited this is the direction we're moving in and hopefully
marketers won't turn a deaf ear and do business as usual."


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