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Target Market News has introduced Black Business Chicago, a new monthly which will spotlight news and features on Chicago's African-American businesses, corporate executives and local economic issues. The publication will also be supplemented by a Web site, blackbusinesschicago.com, that will provide updated coverage of relevant business news on a daily and weekly basis between issues of the monthly print publication. Click for more ____________________________________

Buying Power report: Blacks spend as economy grows
New 16th edition shows $507 bil in spending



The finding comes from the 16th annual edition of "The Buying Power of Black America" report. In 2009, black households spent an estimated $507 billion in 27 product and services categories. ...

Story continued...

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FIRST IN AN ONGOING SERIES
Most of top 25 advertisers in Black-oriented media are increasing spending

(February 15, 2012) In the first of a series of occasional reports, Target Market News has examined data on the advertising expenditures of the top advertisers in Black-oriented media and  found that the overwhelming majority are increasing their budgets.

This rise in spending may be part of a strategy to be more competitive in the $800 billion African-American consumer market as the U.S. economy continues to improve.

"While we are not yet seeing a significant increase in the number of major corporations targeting the Black consumer, there is growing activity among those companies that are already doing so," said Ken Smikle, president of Target Market News. "Ultimately competition for increased market share may change the playing field as more firms look for growth opportunities."

The total spent by the top 25 advertisers in Black media increased by 4.3% from $556.4 million to $580.8 million.

The data analyzed comes from The Nielsen Co. which tracks most of the major Black-oriented media outlets. This article looks at 2010 figures, the latest currently available.

A full report looking at the fifty largest advertisers in Black media, as well as a comparison with general market ad expenditures by major advertisers and by industries, will be released by Target Market News in the second quarter of this year. For further information call 312-408-1881.

TOP 25 ADVERTISERS IN BLACK MEDIA

 

 

Exp. in millions

% Chg.
2009-10

1

PROCTER & GAMBLE CO. 

$72.0

11.9%

2

LOREAL SA 

38.1

32.1%

3

JOHNSON & JOHNSON 

34.8

-16.7%

4

GENERAL MOTORS CO. 

32.8

9.7%

5

MCDONALDS CORP. 

29.0

-7.4%

6

VERIZON COMMUNICATIONS INC. 

28.2

-7.8%

7

U.S. GOVERNMENT 

25.9

1.1%

8

UNILEVER 

24.7

-11.8%

9

AT&T INC. 

23.9

5.4%

10

BERKSHIRE HATHAWAY INC. 

21.1

3.0%

11

NATL AMUSEMENTS INC. 

20.9

-7.6%

12

STATE FARM AUTO INSURANCE 

20.6

71.8%

13

WAL-MART STORES INC. 

20.3

-30.9%

14

COMCAST CORP 

19.6

-3.8%

15

FORD MOTOR CO. 

17.1

32.3%

16

KRAFT FOODS INC. 

16.3

27.3%

17

TOYOTA MOTOR CORP. 

16.3

33.3%

18

WALT DISNEY CO. 

16.1

16.0%

19

NESTLE SA 

16.0

12.4%

20

HERSHEY CO 

15.8

82.9%

21

SONY CORP 

14.7

-20.6%

22

NEWS CORP 

14.3

4.2%

23

SPRINT NEXTEL CORP. 

14.2

30.2%

24

ALLSTATE CORP. 

14.1

27.9%

25

TIME WARNER INC. 

14.0

-28.4%

Source: The Nielsen Co., 2009-2010 data. Methodology included tracking of the following media sources: Radio: 92 stations across 28 markets, with these formats included: Black News & Talk, Gospel, Urban, Smooth Jazz, Urban, Urban AC, and Urban Oldies. Network & Syndication TV:  3 television networks (13 programs) and 16 Syndication programs included. Includes programs with an African American audience composition of 50% or greater. National Magazines: 12 titles. Cable TV: BET & TV One, as well as 61 programs across 16 additional networks provided the program achieves an African American audience comp of 50% or greater.


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