Black History Month, brought to you by..

Black History Month, brought to you by...

By Tracy Turner
The Columbus (Ohio) Dispatch
(February 1, 2006) Even without glancing at a calendar, Theodore Bondurant can tell when February rolls around. It’s evident in the increase in black faces that he sees in TV, newspaper and magazine ads and by the numerous promotions and special programming that focuses on black Americans. "You see the ads pop up everywhere, and everyone all of a sudden is promoting anything that has to do with being black," said the East Side resident, who is black, as he shopped Columbus City Center mall recently.

The official nationwide celebration of black history turns 80 this month. Once again, companies big and small have begun the annual effort to promote their ties to the black community by sponsoring ads and programming that tout their commitment to diversity.

Procter & Gamble Co. is sponsoring the PBS documentary African American Lives. Target has created links on its Web site to black-history facts and is donating portions of the sales of an R &B and gospel CD to the United Negro College Fund.

Wal-Mart is sponsoring a "Voices of Color" film-documentary series and curriculum kit, free for students in grades 7 through 12 nationwide. Bank One is hosting employee programs that celebrate "heritage and diversity, and provide a great way to encourage professional growth," spokesman Jeff Lyttle said.

Corporate advertising directed at black audiences typically increases this time of year based on a company’s desire to promote or strengthen its corporate image with blacks, said Ken Smikle, president of Target Market News of Chicago.

"Corporations see this time as an opportunity to craft a message (to blacks) when the whole country’s attention is focused on the issue, kind of like a safe period of time to put their message out," Smikle said, referring to the six weeks between the Martin Luther King Jr. holiday and the end of Black History Month.

"It’s good business," said Walter Guarino, president of Insight/SGW marketing firm, based in New Jersey.

Guarino, who also teaches advertising at Seton Hall University, said corporations’ acknowledgment of Black History Month "recognizes and celebrates (blacks’) contributions and reminds us of the hardships and injustices ethnic minorities have suffered over the years."

"Without some of these corporate sponsorships and special media programming, recognition of Black History Month would surely suffer."

First organized as Negro History Week in 1926 by Harvard professor Carter G. Woodson, the intent was to bring national attention to the contributions of blacks. The week evolved into a month in 1976, with companies nationwide acknowledging it through special programming, promotions or increased advertisements, Guarino said.

"It’s not only the exposure of the programs themselves, but the corporate-sponsorship money supporting the promotions and advertisements is a significant part of Black History Month. Recognizing the reasons behind Black History Month and promoting ties to the black community at any time during the year is a good thing for America."

Blacks make up 13.4 percent of the U.S. population, according to the U.S. Census, with an annual median income of $30,134. The collective household income of blacks was $561.1 billion in 2004, according to the Joint Center for Political and Economic Studies in Washington.

Sears, which has eight central Ohio stores, has joined with the National Urban League to celebrate Black History Month and to raise money for the organization. The retailer has provided the National Urban League with $500,000 over three years, spokeswoman Lisa Gibbons said.

"It enables us to build relationships with customers and to let them know we are involved in the community. It’s a way for us to give back."

While some blacks say they appreciate the focus on their history and culture, some view it as pandering and question a commitment that’s visible one month a year.

"It’s the one time of year you see this huge increase in advertising to blacks and special promotions, which isn’t a bad thing, but it should be done more than once a year," said Earl Ofari Hutchinson, a political analyst and author in Los Angeles.

Hutchinson said more companies are reaching out to blacks because of the growing black middle class. "African-Americans are prime consumers with significant spending power, so from a business standpoint, it’s a no-brainer."

The problem is, however, that in some cases, the promotions and increased sponsorships send "a message that African-Americans are important — in February — but not during other times of the year, which comes off as self-serving and insulting," he said.

Guarino disagrees.

"Those who feel that celebrating blacks once a year is pandering will feel the same way any time businesses and the media promote their ties to them through sponsorship," he said. "Any time that you honor any group, someone will be suspicious and wonder, ‘What’s in it for them?’ That’s just human nature."

Limited Brands acknowledges the contributions of black employees year round through promotions and by sponsoring diversity events held by groups such as the National Urban League and the National Association for the Advancement of Colored People, spokeswoman Jennifer Ortiz said.

Medical Mutual of Ohio has held Black History Month programming for six years, said Deborah Green, manger of community relations. The Cleveland-based health insurer employs 2,430 workers statewide and has two central Ohio offices.

"The public acknowledgment of Black History Month is part of our being a good neighbor and letting the community know how we feel about African-Americans," she said.

"It’s our way of saying, ‘We’re glad to be here,’ and we want people to know that."

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Click here for free delivery of the Target Market News Bulletin You'll receive news of breaking stories, exclusives, updates and headlines on the latest developments in African American marketing and media Black Stats Frequently requested data on African American consumers Black Buying Power: $679 Billion (2004) Black U.S. Population: 38.3 million Top Five Black Cities - New York - Chicago - Detroit - Philadelphia - Houston Top Five Black Metros: - New York-New Jersey - Washington-Baltimore - Chicago-Gary - Los Angeles - Philadelphia Top Five Expenditures: - Housing 110.2 bil. - Food 53.8 bil. - Cars/Trucks 28.7 bil. - Clothing 22.0 bil. - Health Care 17.9 bil. Click here for more stats from "The Buying Power of Black America." ______________________ Get quick access to key U.S. Census Bureau Data Click here to go to African-American Census Bureau data _____________________ Copyright `© 2005 by Target Market News Inc.` All rights reserved Business address: 228 S. Wabash Ave. Suite 210 Chicago, IL 60604 t. 312-408-1881 f. 312-408-1867 info@targetmarketnews.com	Black History Month, brought to you by... By Tracy Turner The Columbus (Ohio) Dispatch (February 1, 2006) Even without glancing at a calendar, Theodore Bondurant can tell when February rolls around. It’s evident in the increase in black faces that he sees in TV, newspaper and magazine ads and by the numerous promotions and special programming that focuses on black Americans. "You see the ads pop up everywhere, and everyone all of a sudden is promoting anything that has to do with being black," said the East Side resident, who is black, as he shopped Columbus City Center mall recently. The official nationwide celebration of black history turns 80 this month. Once again, companies big and small have begun the annual effort to promote their ties to the black community by sponsoring ads and programming that tout their commitment to diversity. Procter & Gamble Co. is sponsoring the PBS documentary African American Lives. Target has created links on its Web site to black-history facts and is donating portions of the sales of an R &B and gospel CD to the United Negro College Fund. Wal-Mart is sponsoring a "Voices of Color" film-documentary series and curriculum kit, free for students in grades 7 through 12 nationwide. Bank One is hosting employee programs that celebrate "heritage and diversity, and provide a great way to encourage professional growth," spokesman Jeff Lyttle said. Corporate advertising directed at black audiences typically increases this time of year based on a company’s desire to promote or strengthen its corporate image with blacks, said Ken Smikle, president of Target Market News of Chicago. "Corporations see this time as an opportunity to craft a message (to blacks) when the whole country’s attention is focused on the issue, kind of like a safe period of time to put their message out," Smikle said, referring to the six weeks between the Martin Luther King Jr. holiday and the end of Black History Month. "It’s good business," said Walter Guarino, president of Insight/SGW marketing firm, based in New Jersey. Guarino, who also teaches advertising at Seton Hall University, said corporations’ acknowledgment of Black History Month "recognizes and celebrates (blacks’) contributions and reminds us of the hardships and injustices ethnic minorities have suffered over the years." "Without some of these corporate sponsorships and special media programming, recognition of Black History Month would surely suffer." First organized as Negro History Week in 1926 by Harvard professor Carter G. Woodson, the intent was to bring national attention to the contributions of blacks. The week evolved into a month in 1976, with companies nationwide acknowledging it through special programming, promotions or increased advertisements, Guarino said. "It’s not only the exposure of the programs themselves, but the corporate-sponsorship money supporting the promotions and advertisements is a significant part of Black History Month. Recognizing the reasons behind Black History Month and promoting ties to the black community at any time during the year is a good thing for America." Blacks make up 13.4 percent of the U.S. population, according to the U.S. Census, with an annual median income of $30,134. The collective household income of blacks was $561.1 billion in 2004, according to the Joint Center for Political and Economic Studies in Washington. Sears, which has eight central Ohio stores, has joined with the National Urban League to celebrate Black History Month and to raise money for the organization. The retailer has provided the National Urban League with $500,000 over three years, spokeswoman Lisa Gibbons said. "It enables us to build relationships with customers and to let them know we are involved in the community. It’s a way for us to give back." While some blacks say they appreciate the focus on their history and culture, some view it as pandering and question a commitment that’s visible one month a year. "It’s the one time of year you see this huge increase in advertising to blacks and special promotions, which isn’t a bad thing, but it should be done more than once a year," said Earl Ofari Hutchinson, a political analyst and author in Los Angeles. Hutchinson said more companies are reaching out to blacks because of the growing black middle class. "African-Americans are prime consumers with significant spending power, so from a business standpoint, it’s a no-brainer." The problem is, however, that in some cases, the promotions and increased sponsorships send "a message that African-Americans are important — in February — but not during other times of the year, which comes off as self-serving and insulting," he said. Guarino disagrees. "Those who feel that celebrating blacks once a year is pandering will feel the same way any time businesses and the media promote their ties to them through sponsorship," he said. "Any time that you honor any group, someone will be suspicious and wonder, ‘What’s in it for them?’ That’s just human nature." Limited Brands acknowledges the contributions of black employees year round through promotions and by sponsoring diversity events held by groups such as the National Urban League and the National Association for the Advancement of Colored People, spokeswoman Jennifer Ortiz said. Medical Mutual of Ohio has held Black History Month programming for six years, said Deborah Green, manger of community relations. The Cleveland-based health insurer employs 2,430 workers statewide and has two central Ohio offices. "The public acknowledgment of Black History Month is part of our being a good neighbor and letting the community know how we feel about African-Americans," she said. "It’s our way of saying, ‘We’re glad to be here,’ and we want people to know that." Go to Target Market News homepage	________________________ NEW! Search the entire contents of the Target Market News Web site! Looking for hard-to-find information on the African-American consumer market? Now you can easily search the contents of the leading source for information on African-American marketing and media. Scan our entire Web site for news, research and information using Google-powered keyword searches. Hundreds of articles, stories and report findings can be accessed for free. Click here to try it now! _____________________________________________________________________________________ 12th Annual Edition Available Latest 'Buying Power' report shows black consumers spending more on home life As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products. According to the newest edition of “The Buying Power of Black America” report, African-American households are tightening their belts when it comes to dining out, expanding their wardrobes, and leisure activities out of the home. At the same time, they are increasing their spending on home repairs and remodeling, audio and... 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