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Valuing Audiences of Color

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Valuing audiences of color

I’m CJ Jackson and this is the Business Review.

Historically, media planners and advertisers have devalued ethnic programming. Dr. Tyrha Lindsey-Warren, a clinical assistant professor of marketing, has been studying ethnic programming and audiences of color.

The industry practice for at least the past 20 or 30 years has been to devalue consumers of color and consumers of color weren't consistently researched, especially in the areas of marketing, media, et cetera. We're showing the value of consumers of color in the marketplace.

So Dr. Lindsey-Warren and others set out to do just that. What they found was that the minority discounts showed consumers of color are still not valued equitability in the marketplace.

Minority discounts are an industry practice defined as the unwritten policy of some advertisers who purchase media on ethnically targeted platforms at a rate less than what is paid to general market formatted platforms. Brands ad agencies, things of that nature are still devaluing the financial value that consumers of color have and the purchasing power more importantly that these groups have. Whether they're Latin X or African American or Asian. In order to ensure a parity, media planners need to plan by way of context versus just by pure demographics.

The business review is a production of KWBU, Livingston & McKay, and the Hankamer School of Business at Baylor University.

C.J. Jackson drives on sunshine and thrives on family, NPR and PBS. She is the assistant dean of communications and marketing at Baylor University’s Hankamer School of Business and host of public radio’s “Business Review.” Previously, she was director of marketing communications for a large, multinational corporation. C.J. has two daughters—Bri in San Antonio and Devon in Chicago—and four grandchildren. She lives with a little yellow cat named for an ancient Hawaiian tripping weapon.