Africa Rising by Vijay Mahajan presents 900 million African consumers as a viable target market. Mahajan shows Africa is richer than you think, with a middle class referred to as Africa Two. The audience is not monolithic, and the African Diaspora extends opportunities beyond the borders. Mahajan even dispels popular myths like Africa is a “Media Dark” continent. The basic presentation is strikingly similar to how U.S. minority advertising agencies must sell audiences to potential clients.
Hey, Africa is definitely worth considering, especially given the waning interest in pursuing U.S. Blacks.
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