Tuesday, November 6, 2012

Viewing General Media Doesn't Mean Abandoning Ethnic Media

Many marketers believe that if their target audience uses the general media, their messages do not need to appear in media that are targeted to specific ethnic audiences. PMP author, Pepper Miller, disagrees.

In her recently released book, Black Still Matters in Marketing, Miller writes "African Americans, both young and old are seeking and developing deeper connections with people like them in both online and offline media environments. Black Americans use general market media, but embrace Black media. Being comfortable with diverse media does not mean the abandonment of Black media. It's not one or the other, but both. [Media that targets multicultural consumers] means showing overtly that you are seeking a connection to particular consumer groups in their native settings, social media networks, and through their preferred entertainment."

Miller and the co-author of the chapter on Black media, Kevin Walker, CEO of CultureLab suggest specific TV channels and online blogs and portals that speak to Black Americans.

Black Still Matters in Marketing is found at the PMP website as well as on Amazon and through other booksellers.

1 comment:

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