ls in general media? What influences do ads containing both blacks and whites in black media vs. general media have on black consumers? With all the studies by Barban 1969; Cagley, 1970 and Stafford, 1970, the statistics from the past, present and future will always be similar because of the different races in America. Past studies do not show weather corporations hiring African American ad agencies or hiring people who specialize in African American marketing will result in African American consumers buying more products. There are many non-journal articles with real-life situations corning this issue of Black-owned advertising agencies. In June of 2000, Time, Inc. confirmed a partnership with Essence Communication. Essence is a well-known Black-owned publishing company, which is viewed by many African Americans and Hispanics. Don Logan, chairman of the Time Warner division, “ African American market is growing by leaps and bounds and will allow Time Inc. to expand its presence in the beauty and fashion advertising categories (McGee, 2000). Ken Smikle stated, “For years, general market agencies have looked for ways to seize more of the African American or “Urban” market and they try to bid for it head on, but often don’t have the talent or research to do it right” (Hayes, 1999). Unlike Time Inc., CompUSA was forced to hire a Black –owned advertising agency and advertising through Black-oriented media. With the help of Tom Joyner, the host of the Tom Joyner Morning Radio Show and Tavis Smiley, host of Black Entertainment Television, and the 10-week campaign by Black consumers, CompUSA is now on the right mass market media track with the help of a Black-owned advertising agency. Mr. Joyner stated, We made CompUSA an example to show other companies like CompUSA that they should advertise with Black consumers” (Jet, 11/08/1999). CompUSA was ignoring the fact that many Afric...
