George Alexander at the Huffington Post explores diversity in television and media:
Underscoring the case for more diversity is the growing purchasing power of minority consumers. As the largest minority group in the U.S., black consumer purchasing power is expected to reach $1.1 trillion by 2015, according to a 2012 Nielsen study. The Hispanic market, which is the fastest growing segment in the U.S., is expected to grow to $1.5 trillion by 2015 up from $1 trillion in 2010.
Yet despite the clear evidence of buying power, advertisers are still reluctant at best and unwilling at worst to spend adequate ad dollars with minority-targeted media. This is a fact that journalist Roland Martin lamented on a NAMIC panel. And it’s a phenomenon, first reported by Target Market News, that motivated a coalition of black media organizations including BET, ESSENCE Communications, Johnson Publishing, Huff Post Black Voices, TV One, among others, to launch this past summer the #INTHEBLACK campaign with the expressed purpose of demonstrating to advertisers how they can reach the black consumer more effectively.
George Alexander is a Television producer, author and journalist www.galexmedia.com
Read his entire post on the Huffington Post