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African American Market News< Back To African American News Homepage First Nationwide Audit of African American Newspapers Announced Tuesday, September 13, 2005
Included in this groundbreaking audit program now underway are 90 top African American newspapers in 65 markets and 27 states. Individual market readership studies include interviews with more than 13,000 African Americans and an in-depth analysis of consumer spending and readership data. The audit and readership study is funded by Ethnic Print Media Group, a media representation firm providing regional and national advertising access to African American and Hispanic newspapers. “This is a pivotal point in history,” said Ethnic Print Media Group Vice President Trevor Hansen. “It’s time the advertising industry had an in-depth look at how vital the African American market really is -- and what a strong, effective reach targeted ethnic newspapers provide. Our agencies and advertising partners have been asking for circulation audits and readership spending information and now we’re delivering it. African American newspapers have served a vital role in their communities for decades -- in some cases for nearly one hundred years. Overall, they have never had audits and certified readership data to certify how powerful their audiences are, locally, regionally and nationally. We are proud to answer the call of our agency and client partners. We are proud to invest in the future of African American newspapers.” This is the second national multicultural newspaper study commissioned by Ethnic Print Media Group. The advertising representation firm recently announced the first nationwide audit of its top 75 Hispanic community newspapers. Circulation Verification Council (CVC) is the independent research firm conducting both audits and readership studies. “For the first time we will gain insight into African American newspaper readers on a local and national scale and see the true impact of these publications,” said CVC President and CEO Tim Bingaman. “Not only is it a first for the marketing world, but it’s even more notable because African American newspapers have not regularly participated in audits.” Along with cross-checked audits of each publication’s circulation, this program includes interviews with African Americans across the country to establish demographic, readership and spending information. Data includes age, income and spending patterns in categories such as automotive, health care, travel, furniture, real estate, consumer electronics, telecommunications and insurance industries. Unique and growing African American market 38 million African Americans, 12.3% of the U.S. population, earn an annual income of more than $656 billion. There are more African American households in the U.S. -- 12.1 million -- than any other ethnic group. Between 1990 and 2000, this population grew almost 16 percent; nearly triple the growth rate of the Caucasian population. Kathy Green-Jones, Media and Promotions Director for a Los Angeles based integrated marketing communications firm, LAGRANT Communications said, ”As an African American or Black person, you’re going to gravitate towards Black media because it reflects your own ideas, culture and heritage. It offers the voice of the community. When you understand the history, development and purpose of Black media, then you then understand the importance and influence of this media to African American and Black consumers.” Chicago Citizen Newspaper Group is one of the audit’s largest participating newspapers. Janice Garth, Citizen General Manager and Sales Director said, “An audit is more than words on paper — it’s proof of the power, it's like a guarantee after a major purchase. An audit solidifies a newspaper’s reach. If you fail to be audited, you fail to improve your growth. Thanks to Ethnic Print Media Group, this national audit program will help elevate the entire African American newspaper industry.” New York Amsterdam News publisher Elinor Tatum is an enthusiastic audit participant. “We believe it’s critical to have audited circulation numbers. But many community newspapers are not audited. It’s a necessity for all Black newspapers to be audited to give the industry a sense of credibility. This effort is the biggest audit of our industry- it’s a fantastic initiative and way overdue,” Tatum said. According to Ethnic Print Media Group’s Hansen, “Our newspapers are grass roots local efforts that are important to preserving the vitality, viewpoint and culture of African Americans. Advertising in these newspapers is efficient. It not only reaches, but also supports African American communities across the country, “ Hansen said. Ethnic Print Media Group represents 250 African American newspapers, reaching a niche audience of millions in top markets across the country. “Ethnic Print Media Group gives advertisers one contact, one call and one order access to hundreds of African American markets and publications,” Hansen said. |
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San Diego, CA -- The first national circulation audits and readership studies of African American community newspapers was announced today by Ethnic Print Media Group. 
