November 27, 2005


Advertisers Embrace the Power That Gospel Music Has to Offer: Affluent Black Christians Emerge as Market Group (Krissah Williams, 11/27/05, Washington Post)

Monica Miller, general sales manager of Radio One Inc.'s gospel station in Atlanta, remembers how hard it used to be to sell advertising for 97.5 Praise FM. Three years ago, few groups except churches were willing to buy time on the station, although it was the fifth most popular spot on the FM dial in the market. "It was frustrating," said Miller, who would watch advertisers in search of black consumers flock to urban media while ignoring gospel.

But these days, says Miller, corporate America has set its sights on the black Christian market. As a result her station's revenue grew 35 percent last year, and about 90 percent of the station's advertisers are now supermarkets, apparel retailers, automotive manufacturers and other large companies.

Major corporations have long marketed to large demographic groups including women, Latinos, blacks and youth. But as companies search for new ways to slice the demographics, black Christians -- and their middle-class money, their education and their families -- have attracted increasing attention.

Let's hope the RNC is one of the advertisers.

Posted by Orrin Judd at November 27, 2005 8:54 AM

Anyone with connections to the RNC should alert them.

Posted by: erp at November 27, 2005 12:59 PM
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