Featured Articles and Research
MSNBC Makes Huge Gains With African-American Audience
‘I think we made a commitment, we decided, that in order for this channel to succeed, that we had to reflect the country. This meant that we had to be part of the country in ways that the other channels weren’t.’ –MSNBC President Phil Griffin Read more
Why Brand Loyalty Has Its Limits
Many marketers have consistently thought of the Black consumer as fiercely quality-conscious and subsequently brand loyal. From this, they’ve reasoned that if a brand could make inroads into the segment, then it could count on having customers for life. Read more
Perceptions & Reality – The Black Middle Class
The Census Bureau’s data shows an amazing growth story. It suggests that nearly 60 percent of African American households are middle class or higher (as of 2010), and the number of Black households in the middle and upper classes has grown by a combined 7.8 percent over the past decade. Read more
Rankings for the week ending 3/10/13
Television viewing preferences are different among Black consumers compared with White audiences. These are the highlights of the Top 25 cable television programs for Black viewers in several demographic groups vs. White viewers for the week ending March 10, 2013. Read more
The New Realities of the Black Consumer Market
Images of any consumer market segment should be refreshed at least annually using the new census results. But this is an imperative for marketers trying to reach Black consumers especially because their portrayal in the entertainment media is so often not who they really are. Read more
Understanding Generational Differences
The shared connection of Black history, culture and experience forms a unifying bond that spans all age groups among African Americans, but major social, political, economic and technological changes have impacted the worldview of each generation. Read more
THE AFRICAN-AMERICAN COMMUNITY: Lessons Learned
The African-American market is one of the most important segments of the US population not only because of its size and buying power, but also due to the influence it has on the mainstream and other ethnic groups. This presentation from MillwardBrown highlights the 10 Best Practices for Effectively Reaching African-American Consumers. Read more
