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Dada · (#11 (**permalink**))

There is a BIG drive at the moment within the Advertising industry and Media Buyers for targeting Ethnic Minorities. This drive started to gather momentum about four years ago, and is still being waged. So in respect to advertisers they are there and are willing.

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Marketing industry catering to non-white communities in UK

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Feb 10, 2004: The Asian and black communities in Britain have disposable incomes worth 32bn pound, and the mainstream advertising industry is slowly recognising this. The number of advertising campaigns using ethnic minority actors trebled last year as the marketing industry woke up to the power of the ‘brown pound’ — the purchasing power of the non-white communities. One of the most visible black figures is Halifax’s Howard Brown, but NatWest and KFC campaigns have also recently featured Asian or black actors. In January ‘03, only 2% of campaigns featured black and Asian people, but that rose to 7% by November last year, according to the Institute of Practitioners in Advertising (IPA).

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The IPA said ethnic minorities had more disposable income than ever before. Peugeot is another advertiser that turned its attention to the brown pound, using an Indian to help attract Asian buyers for its 206 model. The IPA said it had been campaigning to encourage advertisers to include ethnic minorities in campaigns in the same way it had pushed the ‘pink pound’ or ‘grey pound’. Anjna Raheja, managing director of Media Moguls, a marketing group that helps brands reach ethnic minority consumers, said advertising agencies still had to be more inclusive when creating campaigns. The institute is also trying to encourage more people from ethnic backgrounds to consider a career in marketing. At present, only 4% of employees at marketing companies are from ethnic backgrounds and 70% of that total work in supporting roles, rather than the more glamorous creative field.

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Back to my own words:
In respect to Business and the Black Community. I reluctantly have to agree with you. As black people, our presence as successful business men and woman is woefully low. Being out paced byminstrels in sport and entertainment.

However, the point I make is that when reading the likes of GQ or Forbes neither states it's a white publication it is assumed that the publication is judged on it's content and the pictures thatare in are coincidental (that most are white male and middle aged).

In regards to investment please read the topic I made on Private Equity. If such a business plan came acrossa Private Equity Company'sdesk provided they could "Show them the Money" they would assist them in trying to reach out through content to a broader audience.

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Investors want more than thishowever, a lot more..

That needs to be qualified. For example it depends on the amount of investment V.C investing £100 Million pounds, yes. A Business Angel investing £100,00 not really, if they are from a Publishing background, God know theres money in it ( Murduch, Black, Heseltine , Dennis etc) then that investor will be prepared to give mentoring and experience in equal measure.

Trust me you would be amazed who get money and how they select.

Your point about the Publication Pride is valid but New Nation or Voice not as both proclaim to be "Black" Newspapers for a strictly Black audience. Pride Magazine is a quality one but as you point out there is much competition in the Womens sector to keep it firmly in "it's place".

The old adage: "The Medium is the Message" holds true and provided it fits a brands profile it will advertise in it. This was happening in UNTOLD magazine just before the plug was pulled. Probably not capitalised well enough. That is also why many mainstream advertisers used to use fly posting to advertise to give thier brand "Street Cred" the same goes for the Major brands advertising on "Youtube" .

In respect to Black Business. There are many great opportunities in Africa that Western Businesses would love to be aware of but the mainstream doe's not allow it on the radar. A publication that highlighted such opportunities that are in Africa or the Carribbean even would be a source of great interest to those looking for a high yield on a low investment.

Maybe what I am talking about is not apart of Suave Magazine's

remitt but we must refrain from pigeon holing ourselves and business to our community only, The asians don't give a damn,they even have the market wrapped up selling our food & cosmetics back to us.

Back to publishing. In publishing their are two Universities in my book.

The old IPC, and Conde Neste of this world and the Old School Stirling Publications. One is aboutStyle and Content, the other about Good Media Salesman or Women.

If one is in Publishing and your are generating sales revenue you had better have a clear message to the person on the other end of the TableBoard room or telephone.

When you say:

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Wouldnt surprise me if some enthausiatspublish and distribute the mag, and break evenjust for the sheer love of it.

That's one very good reason to start a business. Too many budding entrepreneurs waste time trying to reinvent the wheel, the BIG Idea etc. What's starbucks but a coffee cafe, nothing new in that save the concept of a lifestyle.

While the Dragons den is entertaining. It's not real life.