Wednesday, March 16, 2022
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making the case for higher model partnerships – Nielsen


The position of Black-owned media has continued to evolve within the almost 200 years since Freedom’s Journal–the primary Black owned and operated newspaper within the U.S.–went to print. At present, the necessity for trusted voices to herald the problems, developments and triumphs of Black America stays clear. After the reckoning of 2020, manufacturers and advertisers acknowledged Black-owned media as an integral lacking piece of their efforts to not solely attain, however to advocate for Black communities.

Nielsen analysis exhibits that Black audiences are driving demand for content material the place their identification is represented on display. And Black-owned media performs an vital half in offering consultant content material to the varied Black neighborhood. However even with a 27% attain amongst Black viewers, traditionally, Black-owned retailers haven’t all the time been part of the media plans designed to achieve Black customers.

Munson Steed, CEO of Steed Media Group, is one among right now’s most trusted storytellers within the Black neighborhood. The multimedia conglomerate contains print, digital, occasions and its multimedia information platform, Rolling Out.

Steed joined Nielsen’s VP of Various Insights and Partnerships, Charlene Well mannered Corley, to debate the impression of diverse-owned media and the way manufacturers and advertisers can profit from working with Black-owned media. Watch the dialog to find out about:

  • Why it’s vital to spend money on Black-owned media as a means of investing within the well being and wealth of the Black neighborhood (beginning at 1:33)
  • How manufacturers can profit from working with Black-owned media and Black-targeted media (beginning at 7:30)
  • Leveraging social media and digital platforms to raised have interaction and serve the Black neighborhood (beginning at 11:58)

Study extra in our Various-Owned Media Viewers Attain and Profiles report.

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