Just the Facts

     Have you ever heard the phrase; "Opportunity knocks"? In today’s society many people are ignoring the subtle changes in their daily demographic and are still clinging to their comfortable spending habits. Especially in an economic downfall, we are clinging ever more tightly to the “Almighty” Dollar. How are we supposed to make more money? By playing it safe and sticking to “What Works”? What may have worked in the past, may not work in the future, and it's probably not working in the present. However, you should still play it safe.

     What I've compiled for you is simply facts, from several trusted and reliable sources. These sources are used everyday in marketing and advertising board rooms across the country. Without these facts, advertisers would not advertise the safe way. You as a rational, intelligent being should make your decisions based on facts and risk. So I ask, “Why are you robbing yourself?” Perhaps you may be uninformed about the changes in our population, spending habits, and media preference. Or maybe you just do “what works” even though it really isn't, because you think you're safe.

     Did you know that marketers spent 73% more advertising dollars to reach African Americans in 2006 compared to 2002? Why, you may ask? According to the Selig Center's Multicultural Economy Report, “In 2008, African Americans will constitute the nation's largest racial minority market, and their economic clout will energize the U.S. Consumer market as never before.” The Selig Center projects that the nations black buying power will rise from $318 billion in 1990 to $590 billion in 2000, to $913 billion in 2008, and to $1.2 trillion in 2013. That, my friend, is buying power! More than the entire country of Canada in a year, more than the entire continent of Africa! African Americans will constitute for the ninth largest economic rank in the world. Their buying power has risen 166% from 2000 to 2007. That's only 17 years!

     Why market African Americans, you may be asking?

• Significant spending power and market size (Projected to break the $1 trillion mark by 2012)

• Skews younger than the U.S. Population (Median Age: General U.S. Population 44.8 – African American/Black 40.2)

• Heavy media consumption, especially TV and magazine usage

• Urban population concentration allows easier geographic targeting

(40% of African Americans/Blacks live in 10 cities)

• Spend more yearly on items such as apparel and technology-related products

• Exert more influence on household purchases over a number of purchase categories

• Tend to be more brand loyal to a variety of goods, including personal products, footwear and food

Sources: Selig Center Multicultural Economy Report, 2007; Pew Research Center, 2007; Mediamark Research & Intelligence (MRI) Fall 2007; Mediamark Research & Intelligence, Teenmark, 2007

     Demographic

     The African American population grew 26.8% between 1990 and 2007 while there was 20.9% growth for the overall U.S. Population. From 1990 to 2012, the African American population is projected to grow by 35.3% compared to a 26.6% increase for total U.S. population. The African American population is also expected to grow faster than the U.S. population over the next five years a 6.7% increase between 2007 and 2012. Currently, the African American population comprises 13% of the total U.S. Population. The African American population in many cities is declining. Many Northern cities, including New York City and Chicago, lost African American population to the South. In addition, the African American population is leaving city centers for the suburbs in cities such as Minneapolis/St. Paul, Detroit, Phoenix, Las Vegas and Columbus, Ohio.

     Ohio’s African American community is comprised of nearly 1.5 million people, accounting for 12.6% of the state’s total population. According to the 2006 American Community Survey by the U.S. Census Bureau, Ohio’s African American population has increased by 5.6% since 2000 and by one-third since 1980. The majority of African Americans in Ohio live in urban areas. Four out of every ten African Americans in the state live in the cities of Cincinnati, Cleveland, or Columbus. In Cleveland there are 222,700 African American residents; in Columbus there are 207,200; and in Cincinnati there are 139,700 African American residents. Overall, more than 98 percent of African Americans in Ohio live in urban areas; 94 percent live in or near a large city. The Cleveland urbanized area alone is home to more than one-quarter of Ohio’s African American population.

     In our efforts to grow, we are targeting select cities in our national growth campaign, including cities like Chicago, Philadelphia, and Atlanta. We have a regional platform with a national appeal and potential. With our Internet presence we are capable of reaching anyone worldwide, and our subscriber-ship currently delivers anywhere in the continental states. The illustration shows the top 10 African American markets in the United States. It is included to reinforce our direction for growth and subscriber-ship in our national expansion.

Top 10 African American Markets                                                            AA/B = African American/Black

Note: Synovate classified Washington D.C. as a city.

Sources: Synovate U.S. Diversity Markets Report, 2006

Education

     Did you know the percent of African Americans receiving a high school diploma or more has increased by 57% in the past 25 years compared to a 27% increase for the overall U.S. Population during the same time period? The number of African Americans earning a high school diploma, bachelor’s degree or higher degree rose by 10% from 1993 to 2003. The largest reported gain of any group for that period. The percent of African Americans with a high school diploma or higher increased by nearly 10% from 2000 to 2005 alone.

Sources: MRI Fall 2003 and MRI Fall 2007; Selig Center Multicultural Economy Report, 2006;

Synovate U.S. Diversity Markets Report, 2006

Magazine Readers and Readership

Source: Mediamark Research & Intelligence, Fall 2007

Why Print Media?

     The percent of African Americans who read magazines is virtually the same as that of the total population. However, African Americans read more issues per month. From 2002 to 2006 alone, 85 magazines that targeted African Americans were launched. These new magazines represent a mix of categories and interests, from Fashion, Beauty & Grooming to Music, Business & Finance and Pop Culture. The total number of magazine titles specifically targeting African American readers has consistently remained above 100 since 1996. These magazines reach a range of African American audiences by both gender and age.

Source: Magazine Reader Experience Study from Northwestern University 2003

Ranking of Statements about Favorite Magazine by Level of Engagement

African American magazine readers say

1 It makes me smarter

2 I get value for my time and money

3 The stories absorb me

4 I build relationships by talking about and sharing it

5 I’m touched

6 It grabs me visually

7 It’s relevant and useful to me

8 I get a sense of place

9 I think others in the household would enjoy the magazine

10 I find unique and surprising things

Source: Magazine Reader Experience Study from Northwestern University 2003

     Our publication does just that! African American Lifestyle covers all the hot topics of interest among readers. We provide more editorial (60%). From topics like news, music, arts & culture, business, and entrepreneurial we enrich your life. From everyday people, professionals, entrepreneurs, and educators we keep our readers engaged. By creating a platform for success, we are achieving our mission to inform, empower, and inspire. You have an opportunity to partner or advertise in African American Lifestyle, not only to reach this market, but to purchase proven advertising support in the African American community and its outreach. There is a famous saying, “Look who is supporting your cause, and patronize them.” what a concept!

     So, what's holding you back? Is it the economy, the risks, the finances, or the mind? Whatever it may be, you may be short changing your business, your company, and your colleagues. We give you the exposure that you desperately need to survive this global economy. “How can I afford it?” you may ask. With our creative team at African American Lifestyle, we can customize a unique program to fit your target audience and budget. So I ask, “How can you afford not to advertise?” when the pricing starts from $50 for an online advertisement and up to premium spots in our publication. We'll fit your budget and give you the best value for your advertising dollars. Forget the middleman! Advertising agencies are driving your cost per thousand higher and higher. You can have our creative team design your ad for you. Remember the expression, “A picture speaks a thousand words!” You have the choice to make or break the success of your target audience. African American Lifestyle gives you the platform to take your creative brand to the next level. So I ask, “What's holding you back?”