How Valuing Black Consumers Pays Off

A study says that African Americans have distinct brand loyalty that may be a boon for black ad agencies.

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The truth is, both black and mainstream marketers base their strategies for reaching consumers on research results. The NMM figures quantify the connection between the goods and services that black consumers want, are loyal to and will buy, Samuels adds.

He hopes that the new data will also fortify black consumers' importance to corporations' bottom lines. Such knowledge, he says, may even inspire those companies to partner with black ad companies, newspapers, radio and television stations and cable networks. Although he isn't holding his breath awaiting that prospect, the potential collaboration could be a boon for everyone involved.

Frank McCoy is a frequent contributor to The Root.

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