"A Must-Read
For Marketing

Introducing a new trade magazine for the new opportunities in African-American marketing and media.

The December 2007 issue of Target Market News magazine offers in-depth stories on:

- Inside P&G’s “My Black is Beautiful” campaign
- The targeted ad strategy for the 2010 Census
- New advertising campaigns and assignments

Plus a special spotlight on the nation’s top African-American ad agencies

Click here for advertising information

Click here to subscribe

Advertising & PR News
Marketing News
TV & Cable News
Radio News
Magazine News
Newspaper News
Internet News

Retailing News
Consumer Research

Expenditure Data
People in the News
Industry News
Company Bios and

 Register Here       
Are you getting the latest industry news when it happens via e-mail

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:
  $719 Billion (2005)

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


© 2007 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


Radio host’s call for today’s National Blackout boycott spread through the net

By Tammy Joyner, Rosalind Bentley
The Atlanta Journal-Constitution

(November 2, 2007) Gwenola Grier learned about today's National Blackout boycott through an e-mail forwarded by a friend that called for blacks to spend no money at all to protest racial inequities and press for federal hate crimes legislation.

The digital call to action struck the 57-year-old Lithonia resident enough that she made her own lunch for today and forbade her husband from spending a dime.

"Just on this small level I feel like I've climbed Mount Everest and accomplished something, stood up for myself," she said.

What also struck Grier was that the directive came not through a flier or phone call, but through the Internet.

It's the modern civil rights movement: Listservs instead of leaflets. MySpace instead of mimeographs. Blogs in addition to pulpits. Cyberspace is redefining the civil rights movement, its strategies, its message, its very leadership. From the recent Jena 6 march to today's National Blackout, bloggers and black talk radio more so than traditional leaders are spreading the word and rallying people. Google the words "Nov. 2" and "blackout" and scores of Web sites, from black professional networking groups to a Tupac Shakur tribute, spring up.

"Whether we know it or not, it's honoring the efforts going before us, all the way back to the Underground Railroad," says Christopher Rabb of Philadelphia, who heads the Web site www.afro-netizen.com. "Bloggers are creating new space to have dialogue about issues. This is highly decentralized and doesn't center around charismatic leadership."

Today's proposed economic boycott is a case in point.

Attorney and [Syndication One] radio talk show host Warren Ballentine came up with the idea six weeks ago. Since then, the idea has caught fire online, piggybacking off the momentum built by other causes, including the calls for justice for Louisiana's Jena 6 and for Genarlow Wilson, the Georgia man recently freed after serving nearly three years in prison for having consensual oral sex with a 15-year-old girl when he was a teenager.

"This new generation of individuals are so tech-savvy you can spread the word within 24 hours," Ballentine said.

To underscore that point, Ballentine cited a speech he made recently at Duke University, where he pointed out that just 20 students with Facebook accounts could spread the word about the Blackout to more than a million people in a day's time.

Narrowing digital gap

Statistics show that the digital gap between blacks and whites is narrowing, and at an ever-faster clip. In 1998, 43 percent of whites had access to the Internet compared with 23 percent of blacks, according to the Pew Center's Internet and American Life project. Today, 62 percent of blacks have Web access versus 73 percent of whites.

Participation rates on social networking sites today are virtually the same among blacks and whites, said Aaron Smith, a research specialist in the Pew project.

"Whether it's civil rights or religious freedom or tax cuts, you see all of these disparate groups diving into this field because of the way it matches people with similar views," Smith said.

An ever-growing number of black bloggers are proving to be an alternative, if not an antidote, to traditional charismatic civil rights leaders in calling for mass action. Blogs such as whataboutourdaughters.com and documentthesilence.wordpress.com have advocated for mass civil rights action recently.

At their best, these bloggers do in effect what Jo Ann Robinson did in 1955 with a mimeograph machine to rally support for the Montgomery bus boycott: They tap into the fragile sense of citizenship many blacks feel and encourage them to engage in civil action to change things, said James Rucker, founder of the Color of Change, a Web-based social action network.

Rucker founded the network after the slow response in federal aid to Hurricane Katrina victims as a way for average people to help. By the time the Jena case rolled around, Rucker, a former director of grass-roots mobilization for MoveOn.org, had built Color of Change into a 100,000-member online community. Jena seemed like a natural for the organization to tackle.

"We sent an initial e-mail to 100,000 people on July 17, and we saw it grow to 300,000 by the time the march came in September," Rucker said. "People don't want just bad news, they want to play a role in fixing things, and that was a big motivator."

Even the Rev. Al Sharpton, a veteran civil rights activist, acknowledged recently that the turnout for Jena —- and the subsequent momentum generated from it —- would not have been possible a decade ago without the vast reach of the black blogging community.

The Jena march drew thousands and resulted in one of the defendants being released, at least temporarily.

Boycott's effect?

On a wider scale, it's much harder to quantify the economic impact of a social protest like today's blackout.

"From a political perspective, these boycotts can be very effective, but they have virtually no economic perspective," said Jeff Humphreys, director of economic forecasting at the University of Georgia's Terry College of Business.

"A lot of household spending is on autopilot. Your utility bill gets paid. Your mortgage gets paid. If you have a doctor appointment you're still going to it. It doesn't make any difference to the economy if you write the check on that day or the day before or after."

But for bloggers such as Rabb, that's not completely the point of a boycott such as this.

"This is an issue we can mobilize around quite easily because we understand it," Rabb said. "No matter who we are, we understand the fragility of black citizenship and that's harder to communicate to others. This is a communitywide endeavor."

Go to Target Market News homepage



This is the industry's only  symposium  examining the latest research, trends and opportunities for African-American magazine publishers and advertisers


- Successful Start-up Strategies

- Improving Advertising Sales

- Building Your Magazine’s Brand

- Successful Website Strategies

- Opportunities From Editorial

- Latest Black Magazine Research

Click for more info and to register

 13th Annual Edition 
Buying Power report shows more spending by black consumers on 'necessities'

Thanks to economic gains in the past two years, black households across the U.S., especially middle-class families, are increasing their purchases of lifestyle and leisure items.

According to the newest edition of “The Buying Power of Black America,” there are indications that black households are feeling more confident about making purchases that...

Story continued...


The African-American
Book Publishing Authority

Now in its ninth 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 signings, book fairs and book clubs.

Want this issue? Get it with your new subscription.
Click Here



The trade publication for
in-depth coverage of Black
Consumer Marketing
and Media news