PR Week has good news for marketers and PR professionals seeking to reach Black audiences: there are "about 1,100 [radio] stations in the U.S. programmed toward African Americans. ...
Race / Ethnic Issues
Andrew Young, the former civil rights leader turned chair of the front group Working Families for Wal-Mart, resigned from the pro-Wal-Mart group, after making remarks he now calls "demagogic" and "racist shorthand." During an interview with the Los Angeles Sentinel, Young said Wal-Mart should cause small local stores to go ou
Latinos, African-Americans, baby boomers, high-income and rural shoppers -- Wal-Mart wants you. Those are the key communities identified in a six-page document that outlines Wal-Mart's future marketing plans. The giant retailer is reviewing its marketing strategy, due to slow growth. The document asks advertising agencies to describe how they would handle Wal-Mart's $570 million account.
"The tentacles of the transnational mediopolies reach deeper into racial and ethnic communities than ever before," warns media analyst and activist Makani Themba-Nixon. "For some, this is a triumph in diversity. Big corporations reaching consumers of color is something they say we should celebrate. However, this market penetration has gone hand in hand with decreasing media ownership by people of color. ... Diversity in staffing (especially at the top) is closely tied to diversity in ownership.
In its "PR Toolbox" section, PR Week addresses how to market "to the growing Hispanic population." The answer: radio. "There are now approximately 700 Spanish-language radio stations in the U.S." And, according to Rise Birnbaum of the broadcast PR firm Zcomm, "Spanish-language stations are even more receptive than general-market ones" to audio news releases and radio media tours.
"A group of former Clinton administration officials not fully satisfied with the Democratic National Committee's outreach to the Hispanic community are participating in a soon-to-be launched multimillion-dollar effort to brand the Democratic party among Hispanic residents," reports Alexander Bolton.
"When 15 Latino groups sent a letter to top Senate Commerce Committee lawmakers urging video-franchising relief for the Bell telecommunications firms, the appeal appeared to be on behalf of Hispanic Americans," writes David Hatch. "But critics said the letter also was on behalf of the Bell firms AT&T and Verizon Communications, which have financial and business ties to many of the signatories. ...