chapter  6
20 Pages

Product and the Black Press

No industry can succeed if it does not meet changing needs. This is doubly true for the African-American press, which finds itself in an economic quandary. African-American newspaper advertising levels are troublesome and economic self-sufficiency always has been a struggle. Prior to the 1970s, corrective strategies included local forums for advertisers, cash incentives, agencies specializing in acquiring advertising for African-American newspapers and, ultimately, the formation of a national association to focus on the problem. Some individuals ventured so far as to conduct market research and readership studies (Pride & Wilson, 1997).