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Burrell's 'Black Media Reality Check' forum pushes a fresh look at
targeted media
(March
30, 2012) On March 23rd in Chicago, the Burrell Communications
advertising agency brought together African-American media owners in a
first-ever forum to discuss the changes in the Black media landscape.
Titled, "Black Media Reality Check: Navigating Change and Challenges in
the 21st Century," the event featured speakers from print, digital,
broadcast and research companies who addressed an audience of 125
attendees.
The topics and panels chosen by Burrell were designed to stir the
thinking of Black media owners and operators into seeing their
relationship with advertisers differently. "This is a historic event in
that it's the first time an African-American agency has gathered a
cross-section of experts from all media channels to share best practices
that will keep black media competitive and relevant," said McGhee
Williams Osse, Burrell Co-Chief Executive Officer.
"Through Black media outlets, Burrell serves as a conduit between our
blue-chip clients and the African-American consumer," said Burrell
Co-Chief Executive Officer Fay Ferguson. "So it's really in our best
interest to make sure they are aware of these critical changes in our
industry." Three of Burrell's clients, Toyota, Comcast and McDonalds,
were sponsors of the event.
Offered here are some of the comments and insights from those who spoke.
Judene Walden is Executive Vice President of Moguldom Women, part of
Moguldom Media. The company produces Bossip.com, MadameNorie.com and
StyleBlazer.com.
"It's all about scale when you're talking to advertisers. So when I
present a 200,000 unique visitors site versus a million UV site, what
looks more appealing [to an advertiser], that you have to chase down
five publishers or that you can go to one site that can do it all for
you. That is what we were trying to obtain."
"We looked at a number of different strategies to ramp up on scale and
we found -- by accident -- that through Facebook we were able to
sub-segment these powerful individuals to bring them over to our sites
and raise the awareness, raise the conversion so that we could get to
that scale. It got us from that 400,000 level to that million UV level."
"We also knew that our audience isn't tied to the computer all day,
everyday so in terms of scale we had to branch out to social media and
make sure that was up to date, and also meet them mobily. We have all
these platforms available on mobile."
Munson Steed, CEO and Chief Thought Producer of Steed Media Group,
addressed his comments on "From Paper to Digital: Capturing Audiences
Across Platforms." His company produces the weekly publication, Rolling
Out and RollingOut.com.
"Everyone wants something new and hot. If you don't have something new
and hot, they're not interested... It is tough as a publisher to know
that you have to spend $100,000 - $200,000 on software just to run your
business..."
"If you don't have a software developer in-house, if you can't call
somebody in your office to get your Web views and talk about them, you
really aren't in the future. You gotta have Pinterest, you gotta have
Four Square. The challenge is we have to come together as a community to
share some of the unique costs."
"If you're not using million as a number, I don't care what you're
selling, they're not interested. They're not interested in 40,000 as
much as they are 40 million. And I think that's something everybody
should take away from this if we're going to all be in the boat
together. Part of the synergy is [in] most of us just linking up to be
able to sell our digital numbers together. I think that's a real
challenge for all of us from radio to print to TV, that is to have a
digital number that somebody can go to and buy at one time.
"For me, if you don't have something in the digital landscape, you
better buy something as fast as you can. If you're not innovating at
this point and having great scale and reach, you can really stop talking
to [advertisers] because they're not giving us any excuses... If can't
move this needle right now, then holla back."
"You have some young brothers and sisters [who started sites] who got in
the space and decided to own it. You can't own the digital space
part-time. I don't think you can launch one Web site and get the traffic
if you don't have a strategy as it relates to the audience, to the
articles, the voice, your social media platform and be really direct and
focused on one particular audience."
Dave Gusse, President of Alliance Media and Newspaper Marketing
Services, addressed the challenges of "Selling Newspaper in the New
Media World."
"I would encourage everybody to think about the integration of all media
together and not get focused on the 'shiny new toy.' It's about
expansion across all media together and not just getting rid of old
media. The audience is big enough and the opportunities are there."
[Tomorrow we'll feature the comments from Earl "Butch" Graves, President
and CEO of Black Enterprise and others.]
Go to Target Market News homepage
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