From Black Voices — Once upon a time advertisers saw the African-American consumer market as a unique audience, one requiring special messaging, perhaps a feel-good slogan or ads splashed with black faces or voices.
There were cool jingles on urban radio stations and major companies put their money behind black-centric ad campaigns in mainstream and traditional African-American print publications.
But today notions of a post-racial society are killing African-American niche industries. As more black folks have gained entry into mainstream society and some believe the lines between race and buying habits are fading, there is, as Zondra Hughes wrote in a recent blog on The Huffington Post, “a retreat from blackness” when it comes to these niche markets.
Casualties of racial progress?
“Nobody wants to talk about race today,” leading African-American market researcherPepper Miller said during a panel discussion at the 40th annual Rainbow Push Convention. “People believe it’s forward-thinking to not look at race and to not talk about race. ‘So why do we need a Black agency? Why do we need Black media — because people are people,’ is what people say.”