"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

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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

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 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.

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Suite 210
Chicago, IL 60604
t. 312-408-1881
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New Arbitron ratings hit black, Latino stations in nation’s biggest market

By Erik Sass
(November 9, 2007) A year after Nielsen settled a bloody feud with News Corp. over supposed minority biases in its local people meter TV ratings system, the New York rollout of Arbitron's new portable people meter system is proving devastating for stations with minority radio formats in the nation's largest media market.

Arbitron's first measurements of New York City radio listening with its Portable People Meter technology delivered bad news for radio stations targeting African-American and Hispanic audiences, with ratings significantly lower than those previously generated by Arbitron's personal diary system. Although PPM ratings won't be used as the official market currency for ad sales until January, the October preview is giving many broadcasters cause for alarm.

Among the stations taking the biggest hits were WRKS/98.7 FM, WBLS/107.5 FM, WQHT/97.1 FM, WCAA/105.9 FM, WADO/1280 AM, and WPAT/93.1 FM. As urban and Hispanic formats tumbled, rock and contemporary formats surged, led by WLTW/106.7 FM, WHTZ/100.3 FM, and WCBS/101.1 FM. WCBS recently ditched its automated "Jack" programming and reverted to its "oldies" format.

Urban and Hispanic format station bosses weren't slow to express their concern. Programming director Vinny Brown of WBLS warned the New York Daily News that "these numbers could put us out of business," adding, "It's not just us. Listeners need to know this could threaten the future of black and Hispanic radio across the board." Under Arbitron's old ratings system, based on paper diaries, WBLS captured a 5.2% share of the 25-54 demographic, but tumbled by almost half under PPM, to 3% share. Previously in the number one spot, its flagship Wendy Williams Show now doesn't even appear in the top 10.

According to Cox Radio CEO Bob Neil, "because the New York market is more compact, there were some incredibly dramatic falls in terms of ranks. Both the African-American stations and Hispanic stations had big, big decreases." While conceding that New York's PPM results are still "pre-currency," Neil opined, "the troubling thing is that Arbitron has known for a while about these sampling issues, and you'd think they would have been especially careful" in the largest market in the country.

The sharp changes in listening patterns among New York audiences closely resemble big shifts already seen in the two markets where PPM ratings have gone live--Philadelphia and Houston. In both places urban and Hispanic formats took big hits in ratings, leading radio execs to complain publicly about flaws in Arbitron's sampling methods.

In August, Alfred Liggins--CEO of Radio One, the nation's largest urban format broadcaster--said he was troubled by "wild swings" in ratings for Radio One's stations in Houston and Philadelphia. And on August 16th, the National Association of Black Owned Broadcasters issued a statement criticizing "significant flaws" in the PPM service, including substantial under-representation of the two most important age cohorts--18-24 and 25-54--among African-Americans. NABOB chairman Jim Winston said "we have seen all radio audiences decline, and urban radio station audiences decline significantly, under PPM," adding, "the samples in both Philadelphia and Houston for this demo have been consistently and substantially below the proportion of the population represented by this demo, and substantially below the sample size Arbitron set for itself to reach."

According to Neil, the same problem is now also cropping up in Long Island, the 20th largest metro in the country, where Arbitron appears to be missing sample target sizes by a significant margin. "The total number of 25- to-34-year-old women in their sample is 30 for the entire market, and there's just no way that can be right."

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    Friday, Nov. 16, 2007
    Time & Life Building
         New York, NY

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

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 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...

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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.

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