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Black Media - US - July 2009

With the economic impact of African Americans continuing to grow at a vigorous clip, skilled marketers need to understand how Black media acts as a gateway to tapping into this spending power. Unlike mainstream TV channels or internet sites, media outlets that specialize in Black-oriented content reflect a set of cultural and social experiences that set Black media apart from those of other races. Black people also trust Black media more than they do other media outlets, making it the starting point for marketers to reach this audience, one that will only grow in affluence and influence. Ignoring the role of Black media means that a marketer’s products and messages will be lost on a critical portion of the American economy, the Black consumer.

Topics covered in depth in this report include:

  • Black media usage patterns across TV, radio, newspapers, magazines and the internet
  • Analysis of the most up-to-date data, trends and information to guide you to opportunities within the Black media landscape
  • Media consumption habits, plus online trends and opportunities
  • Black consumer demographics as they apply to buying power state by state, household income, and household size

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Black media
                      • Media consumption habits
                        • Online trends and opportunities
                          • Understanding the consumer
                            • Demographics
                            • Insights and Opportunities

                              • Inspire Insights

                                  • Trend: Influentials
                                    • What's it about?
                                      • What we've seen
                                        • Specifics
                                          • Implications
                                            • Trend: Staying Connected
                                              • What's it about?
                                                • What we've seen
                                                  • Specifics
                                                    • Implications
                                                    • Black Media

                                                      • Newspapers
                                                        • History of Black newspapers in America
                                                          • Who are they?
                                                            • Who are their readers
                                                              • Why are they important
                                                                • Magazines
                                                                  • History of Black magazines in America
                                                                    • Who are they
                                                                      • Who are their readers
                                                                          • Figure 1: Top magazine titles, by audience composition for African Americans/Blacks
                                                                        • Why are Black focused magazines important
                                                                          • Radio
                                                                            • History of Black radio in America
                                                                              • Who are they
                                                                                • Who are their listeners
                                                                                  • Why are they important
                                                                                    • Television
                                                                                      • History of Black television in America
                                                                                        • Who are they
                                                                                          • Who are their viewers
                                                                                            • Why are they important
                                                                                              • Online
                                                                                                • History of Black online sites in America
                                                                                                  • Who are they
                                                                                                    • Who are their visitors
                                                                                                      • Why are they important
                                                                                                      • Blacks and Media Usage

                                                                                                        • History of Black media
                                                                                                          • Black media and usage
                                                                                                            • Figure 2: Blacks’ attitudes towards the media, February 2009
                                                                                                          • By age
                                                                                                            • Figure 3: Blacks’ attitudes towards the media, by age, February 2009
                                                                                                          • By educational attainment
                                                                                                            • Figure 4: Blacks’ attitudes towards the media, by educational attainment, February 2009
                                                                                                          • Attitude towards the media by race/Hispanic origin
                                                                                                            • Figure 5: Attitudes towards the media, by race/Hispanic origin, July 2007-September 2008
                                                                                                          • Television
                                                                                                            • Television usage by race/Hispanic origin
                                                                                                              • Figure 6: Attitudes towards television, by race/Hispanic origin, July 2007-September 2008
                                                                                                            • Black television usage
                                                                                                              • Figure 7: Frequency of television viewership, by Black consumers, February 2009
                                                                                                            • By age
                                                                                                              • Figure 8: Frequency of television viewership, by Black consumers, by age, February 2009
                                                                                                            • By gender
                                                                                                              • Figure 9: Frequency of television viewership, by Black men, February 2009
                                                                                                              • Figure 10: Frequency of television viewership, by Black women, February 2009
                                                                                                            • Radio
                                                                                                              • Radio usage by race/Hispanic origin
                                                                                                                • Figure 11: Radio listeners’ attitudes towards radio, by race/Hispanic origin, July 2007-September 2008
                                                                                                              • Radio usage of Blacks
                                                                                                                • By age
                                                                                                                  • Figure 12: Black radio listeners’ attitudes towards radio, by age, July 2007-September 2008
                                                                                                                • By household income
                                                                                                                  • Figure 13: Black radio listeners’ attitudes towards radio, by income, July 2007-September 2008
                                                                                                                • Newspapers
                                                                                                                  • Newspaper usage by race/Hispanic origin
                                                                                                                    • Figure 14: Newspaper readers’ attitudes towards newspapers, by race/Hispanic origin, July 2007-September 2008
                                                                                                                  • Black newspaper usage
                                                                                                                    • Figure 15: Frequency of newspaper readership among Black consumers, February 2009
                                                                                                                  • By age
                                                                                                                    • Figure 16: Frequency of newspaper readership among Black consumers, by age, February 2009
                                                                                                                  • By gender
                                                                                                                    • Figure 17: Frequency of newspaper readership among Black men, February 2009
                                                                                                                    • Figure 18: Frequency of newspaper readership among Black women, February 2009
                                                                                                                  • Magazines
                                                                                                                    • Magazine usage by race/Hispanic origin
                                                                                                                      • Figure 19: Magazine readers’ attitudes towards magazines, by race/Hispanic origin, July 2007-September 2008
                                                                                                                    • Black magazine usage
                                                                                                                      • Figure 20: Black magazines preferred, by Black consumers, February 2009
                                                                                                                    • By income
                                                                                                                      • Figure 21: Black magazines preferred, by Black consumers, by income, February 2009
                                                                                                                    • By gender
                                                                                                                      • Figure 22: Black magazines preferred, by Black consumer, by gender, February 2009
                                                                                                                      • Figure 23: Infiniti ad
                                                                                                                    • Blacks and advertising
                                                                                                                      • Figure 24: Black consumers’ attitudes towards media’s portrayal of Blacks, February 2009
                                                                                                                    • By age
                                                                                                                      • Figure 25: Black consumers’ attitudes towards media’s portrayal of Blacks, by age, February 2009
                                                                                                                    • By gender
                                                                                                                      • Figure 26: Black consumers’ attitudes towards media’s portrayal of Blacks, by gender, February 2009
                                                                                                                      • Figure 27: Mercedes-Benz television commercial, 2008
                                                                                                                      • Figure 28: American Express television commercial, 2007
                                                                                                                  • Online Trends and Opportunities

                                                                                                                    • The “digital divide” is history
                                                                                                                      • Blacks have embraced the internet
                                                                                                                          • Figure 29: Total monthly unique users of Black internet sites, 2008 and 2009
                                                                                                                        • Who’s online?
                                                                                                                          • What are Black consumers doing online?
                                                                                                                            • Figure 30: Black internet usage, by age and type of activity, December 2008
                                                                                                                          • Black consumers’ attitudes towards the internet
                                                                                                                            • By race/Hispanic origin
                                                                                                                              • Figure 31: Consumer attitudes towards the internet, by race/Hispanic origin, July 2007-September 2008
                                                                                                                            • By age
                                                                                                                              • Figure 32: Black consumers’ attitudes towards the internet, by age, July 2007-September 2008
                                                                                                                            • By gender
                                                                                                                              • Figure 33: Black consumers’ attitudes towards the internet, by gender, July 2007-September 2008
                                                                                                                            • New media outlets to target Black consumers
                                                                                                                            • Cluster Analysis

                                                                                                                                • Newsies
                                                                                                                                  • Who they are
                                                                                                                                    • Opportunity
                                                                                                                                      • Jetters
                                                                                                                                        • Who they are
                                                                                                                                          • Opportunity
                                                                                                                                            • Media Lites
                                                                                                                                              • Who they are
                                                                                                                                                • Opportunity
                                                                                                                                                  • Cluster characteristics
                                                                                                                                                    • Figure 34: Black media clusters, February 2009
                                                                                                                                                    • Figure 35: Publications read in the past year, by Black media clusters, February 2009
                                                                                                                                                    • Figure 36: Television viewership, by Black media clusters, February 2009
                                                                                                                                                    • Figure 37: Type of publication read, by Black media clusters, February 2009
                                                                                                                                                    • Figure 38: Type of entertainers that are listened to, by Black media clusters, February 2009
                                                                                                                                                    • Figure 39: Attitudes towards the media and advertising, by Black media clusters, February 2009
                                                                                                                                                  • Cluster demographics
                                                                                                                                                    • Figure 40: Black media clusters, by gender, February 2009
                                                                                                                                                    • Figure 41: Black media clusters, by age, February 2009
                                                                                                                                                    • Figure 42: Black media clusters, by income, February 2009
                                                                                                                                                    • Figure 43: Black media clusters, by education, February 2009
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • The Black Consumer

                                                                                                                                                    • Black? Or African American?
                                                                                                                                                      • Comparing Black consumers to White
                                                                                                                                                        • Demographics
                                                                                                                                                          • U.S. population is becoming more diverse
                                                                                                                                                              • Figure 44: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                              • Figure 45: Asian/Pacific Islander, Black and Hispanic populations, 1970-2020
                                                                                                                                                              • Figure 46: Population, by race and Hispanic origin, 2004-14
                                                                                                                                                            • U.S. Black population
                                                                                                                                                              • Black population by age
                                                                                                                                                                • Figure 47: U.S. black population, by age, 2004-14
                                                                                                                                                                • Figure 48: U.S. population, by generation, by gender, 2008
                                                                                                                                                              • U.S. Black geographic concentration
                                                                                                                                                                  • Figure 49: Black geographic concentration, by region, 2007
                                                                                                                                                                • Black population by state
                                                                                                                                                                  • Figure 50: Top 10 states, by total Black population (estimated), 2008
                                                                                                                                                                  • Figure 51: Top 10 states, by Black population as a percentage of total population, 2007
                                                                                                                                                                • Black buying power by state
                                                                                                                                                                  • Figure 52: Top 10 states, by Black buying power, 2007
                                                                                                                                                                • Generational insights among Black consumers
                                                                                                                                                                  • Black generations
                                                                                                                                                                    • Black metros
                                                                                                                                                                      • Figure 53: Top 10 metropolitan areas with the largest number of Black residents, 2005-07
                                                                                                                                                                    • Black income and purchasing power
                                                                                                                                                                      • Figure 54: Household income distribution for all households and Black households, 2007
                                                                                                                                                                      • Figure 55: Purchasing power, by race/ethnicity, 2007
                                                                                                                                                                    • Income of Black households vs. total U.S. households
                                                                                                                                                                      • Figure 56: Percentage of Black households with incomes of $50K or more vs. total U.S. households, 2003 and 2007
                                                                                                                                                                    • Black Affluents
                                                                                                                                                                      • Home ownership and household size
                                                                                                                                                                        • Black home ownership
                                                                                                                                                                            • Figure 57: Percentage of homeowners, Black vs. total homeowners, top 10 metros, 2007
                                                                                                                                                                          • Average household size
                                                                                                                                                                            • Figure 58: Average household size, by race/Hispanic origin of householder, 2001 and 2006
                                                                                                                                                                          • Hip-hop women
                                                                                                                                                                            • Figure 59: Deferred marriage and childbearing among Black women, 2007
                                                                                                                                                                            • Figure 60: Marital status, by race and Hispanic origin, 2008
                                                                                                                                                                          • African immigrants
                                                                                                                                                                            • Country of origin/heritage
                                                                                                                                                                              • From there to here
                                                                                                                                                                                  • Figure 61: U.S. Immigrants, Baccalaureate and advanced degrees, by continent/region of origin, 2000
                                                                                                                                                                                • Caribbean immigrants
                                                                                                                                                                                  • Top five countries of origin
                                                                                                                                                                                    • Geographic location
                                                                                                                                                                                      • Neighborhood characteristics
                                                                                                                                                                                      • Appendix: Consumer Tables

                                                                                                                                                                                          • Figure 62: Black consumers’ attitudes towards portrayal of Blacks in the media, February 2009
                                                                                                                                                                                      • Appendix: Simmons Tables

                                                                                                                                                                                          • Figure 63: Black consumers’ attitudes towards the internet, by income, July 2007-September 2008
                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • ABC, Inc.
                                                                                                                                                                                        • Accenture
                                                                                                                                                                                        • American Express Company (The)
                                                                                                                                                                                        • AOL
                                                                                                                                                                                        • CBS Corporation
                                                                                                                                                                                        • Clear Channel
                                                                                                                                                                                        • Comcast Corporation
                                                                                                                                                                                        • CW Network, The
                                                                                                                                                                                        • ESPN, Inc.
                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                        • FOX Broadcasting Company
                                                                                                                                                                                        • Google, Inc.
                                                                                                                                                                                        • Hitwise Pty. Ltd.
                                                                                                                                                                                        • imeem, Inc.
                                                                                                                                                                                        • Johnson Publishing Company, Inc
                                                                                                                                                                                        • Lancôme
                                                                                                                                                                                        • LinkedIn
                                                                                                                                                                                        • Mercedes-Benz USA
                                                                                                                                                                                        • MTV Networks
                                                                                                                                                                                        • National Association of Black Journalists
                                                                                                                                                                                        • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                        • Nike
                                                                                                                                                                                        • PayPal Inc.
                                                                                                                                                                                        • Research In Motion (USA)
                                                                                                                                                                                        • Sprint Nextel Corporation
                                                                                                                                                                                        • T-Mobile USA
                                                                                                                                                                                        • TAG Heuer International SA 
                                                                                                                                                                                        • Target Market News Inc
                                                                                                                                                                                        • The DIRECTV Group Inc.
                                                                                                                                                                                        • The New York Times Company
                                                                                                                                                                                        • Time Warner Inc.
                                                                                                                                                                                        • Turner Broadcasting System, Inc.
                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                        • U.S. Department of Homeland Security
                                                                                                                                                                                        • United Paramount Network
                                                                                                                                                                                        • Verizon Communications Inc.
                                                                                                                                                                                        • VH1
                                                                                                                                                                                        • Viacom Inc.
                                                                                                                                                                                        • Warner Bros Distributors Ltd (SFD)
                                                                                                                                                                                        • Washington Post Company (The)
                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                        Black Media - US - July 2009

                                                                                                                                                                                        £3,199.84 (Excl.Tax)