Florida's black-owned media blasts ad spending by political campaigns

Florida's black-owned media blasts ad spending by political campaigns

By Darran Simon
The Miami Herald
(August 30, 2006) A newly formed coalition of black-owned newspapers, TV and radio stations blasted both political parties Thursday for spending too few advertising dollars with them.

''If they want to have a conversation with black Florida, the place to do it is in the black-owned media,'' said Charles W. Cherry II, a member of the Florida Black-Owned Media Coalition.

``We are the ones who consistently reach the majority of likely voters – whether they are Republicans, Democrats or Independents.''

Black-owned and -operated media have reaped less than 1 percent of the $970,000 shelled out in advertising for Florida congressional races in 2006, and the figures from the 2002 and 2004 elections are just as meager, according to the group.

The 25-member coalition held a news conference Thursday – less than a week before Tuesday's primary – at the African-American Research Library and Cultural Center near Fort Lauderdale. It was broadcast live on black-owned radio stations from Pensacola to Miami.

The coalition, formed last week, includes newspapers like The Miami Times; WBQP-TV of Pensacola, the state's only black-owned TV station; Tama Broadcasting, Florida largest black-owned media group with 11 radio stations in three states; other newspapers; and magazines.

In 2002, only $1,400 of the $16.5 million spent in Florida congressional races went to black-owned media outlets, according to a study commissioned by the coalition. The Center for Responsible Politics, a nonpartisan, nonprofit organization based in Washington, D.C., conducted the study.

In 2004, black media fared better, reaping some $22,000 of about $11 million spent in Florida congressional races.

Tiny Share

So far, this year, black media has received less than $300 of the $970,000 spent in Florida congressional races.

Those figures are from campaign finance reports, Cherry said.

Blacks make up 11 percent of Florida voters and more than 700,000 of them cast a ballot in at least one election in 2005, according to figures from The Media Audit, an independent Houston-based research company. The coalition also cited those figures Thursday.

Democrats are not taking advantage of the black media's reach, feeling they have the vote locked up, and Republicans don't think blacks can make an impact, Cherry said.

Beyond political ads, African-American outlets have complained for years of being shut out of the advertising game.

In 1999, the Rev. Al Sharpton started the Madison Avenue Initiative, targeting major corporations, in an effort to get advertising dollars for minority communities and the media outlets serving those communities.

''Black people have to become smarter consumers and demand something for our dollars and something for our vote,'' said Cherry, publisher of the Florida Courier, a black-owned statewide newspaper.

Cherry said the coalition hasn't looked at figures from the gubernatorial and statewide races but it plans to crunch those numbers.

Gubernatorial Race

Cherry noted that Democratic gubernatorial candidate Jim Davis has paid for radio and newspaper advertisements with members of the coalition.

Davis' spokesperson Danae Jones said Davis has consistently advertised in the black media, such as The Florida Sentinel Bulletin, even when he is not running for office.

His opponent in the Democratic primary, Rod Smith, has a $2,000 half-page ad running this week in The Broward Times, said Keith Clayborne, publisher of the Fort Lauderdale-based black newspaper.

Historically, political candidates have established a relationship with black voters via appearances at churches and interviews and other media coverage, so they ''devalue paid services,'' Clayborne said.

All four gubernatorial candidates have called and sent press releases, he said.

''If you can get it for free, why pay for it?'' Clayborne said. ``We've got to change that dynamic.''

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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 `© 2006 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	Florida's black-owned media blasts ad spending by political campaigns By Darran Simon The Miami Herald (August 30, 2006) A newly formed coalition of black-owned newspapers, TV and radio stations blasted both political parties Thursday for spending too few advertising dollars with them. ''If they want to have a conversation with black Florida, the place to do it is in the black-owned media,'' said Charles W. Cherry II, a member of the Florida Black-Owned Media Coalition. ``We are the ones who consistently reach the majority of likely voters – whether they are Republicans, Democrats or Independents.'' Black-owned and -operated media have reaped less than 1 percent of the $970,000 shelled out in advertising for Florida congressional races in 2006, and the figures from the 2002 and 2004 elections are just as meager, according to the group. The 25-member coalition held a news conference Thursday – less than a week before Tuesday's primary – at the African-American Research Library and Cultural Center near Fort Lauderdale. It was broadcast live on black-owned radio stations from Pensacola to Miami. The coalition, formed last week, includes newspapers like The Miami Times; WBQP-TV of Pensacola, the state's only black-owned TV station; Tama Broadcasting, Florida largest black-owned media group with 11 radio stations in three states; other newspapers; and magazines. In 2002, only $1,400 of the $16.5 million spent in Florida congressional races went to black-owned media outlets, according to a study commissioned by the coalition. The Center for Responsible Politics, a nonpartisan, nonprofit organization based in Washington, D.C., conducted the study. In 2004, black media fared better, reaping some $22,000 of about $11 million spent in Florida congressional races. Tiny Share So far, this year, black media has received less than $300 of the $970,000 spent in Florida congressional races. Those figures are from campaign finance reports, Cherry said. Blacks make up 11 percent of Florida voters and more than 700,000 of them cast a ballot in at least one election in 2005, according to figures from The Media Audit, an independent Houston-based research company. The coalition also cited those figures Thursday. Democrats are not taking advantage of the black media's reach, feeling they have the vote locked up, and Republicans don't think blacks can make an impact, Cherry said. Beyond political ads, African-American outlets have complained for years of being shut out of the advertising game. In 1999, the Rev. Al Sharpton started the Madison Avenue Initiative, targeting major corporations, in an effort to get advertising dollars for minority communities and the media outlets serving those communities. ''Black people have to become smarter consumers and demand something for our dollars and something for our vote,'' said Cherry, publisher of the Florida Courier, a black-owned statewide newspaper. Cherry said the coalition hasn't looked at figures from the gubernatorial and statewide races but it plans to crunch those numbers. Gubernatorial Race Cherry noted that Democratic gubernatorial candidate Jim Davis has paid for radio and newspaper advertisements with members of the coalition. Davis' spokesperson Danae Jones said Davis has consistently advertised in the black media, such as The Florida Sentinel Bulletin, even when he is not running for office. His opponent in the Democratic primary, Rod Smith, has a $2,000 half-page ad running this week in The Broward Times, said Keith Clayborne, publisher of the Fort Lauderdale-based black newspaper. Historically, political candidates have established a relationship with black voters via appearances at churches and interviews and other media coverage, so they ''devalue paid services,'' Clayborne said. All four gubernatorial candidates have called and sent press releases, he said. ''If you can get it for free, why pay for it?'' Clayborne said. ``We've got to change that dynamic.'' Go to Target Market News homepage	Click here to read more ________________________ The African-American Book Publishing Authority Now in its seventh year of publication, Black Issues Book Review is the only nationally distributed magazine devoted exclusively to covering the latest news and reviews on black books. BIBR also provides up-to-date news on forthcoming author events, publications, conferences, shows and exhibits. Want this issue? Get it with your new subscription. 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