Making African-Americans feel CONNECTED, RESPECTED, and REFLECTED as viable consumers is the most effective way to engage this consumer base. Since there is no language barrier, many companies are misled to believe that there is no need to utilize Black media outlets that specifically target and appeal to this market segment.
Truth is... African-Americans are voracious users of Black media outlets because they provide a trusted environment that connects with our interests and lifestyles, that respectfully portrays positive images of us, and where we see ourselves most often reflected.
|AFRICAN-AMERICAN PERCEPTION OF BLACK MEDIA|
Source: Burrell 40, 2011