As 2010 begins, many companies are putting the final touches on where they will allocate their marketing spend for the entire year. Specifically which magazines they will choose to advertise in to grow their 2009 revenue levels to a higher level.
Many Fortune 500 companies have chosen to decrease advertising within the African-American demographic as they choose to focus more on their "core" market. This would be a crucial mistake. With President Obama entering his second year in office, the marketability of African Americans in mainstream media is considerably more permissible within the media world. Despite the troubles of many African American magazines such as Vibe (which relaunched after being shutdown) and Ebony/Jet (ad pages decreased by almost 40 percent), now is the perfect time for the respective magazine's web properties to "pick up the slack".
To do this, there are a few action steps the majority of the African American magazines must take to catch up with their mainstream competitors and grow their advertising potential:
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Source: BlackWeb2.0
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