Advertisers urged to use more Black Media

On Monday, 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.

The initiative comes at a time when advertisers have poured money into Spanish-language media in an effort to reach the growing Hispanic population. Black audiences, meanwhile, have largely been overlooked, despite projected buying power of US$1.2 trillion by 2015, a 35 percent increase from 2008, according to the Selig Center for Economic Growth at the University of Georgia.

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