5868: Madison Avenue And The Color Line—3.

The first chapter of Madison Avenue and the Color Line by Jason Chambers spotlights pioneers like Claude Barnett, William B. Ziff and John H. Johnson. Chambers shows how media leaders in publishing and radio helped define the Black consumer market and the ways to connect with the audience. It’s a tight, insightful perspective that’s probably unprecedented in its thoroughness—and should definitely be read.

Rather than play spoiler by regurgitating the details (buy the book and check it out yourself), MultiCultClassics will offer a few tangential observations.

Even as far back as the early 1900s, professionals have been forced to make a case for targeting minority audiences. The arguments require presenting facts and figures to justify the marketing budget investment—as well as dispel the misconceptions and negative stereotypes. Indeed, the stereotype-busters have almost become stereotypical. The group has $megazillion of purchasing power. The group is not monolithic. The group has middle-class segments. The group is educated. The group has strong American values. The group is brand loyal. The group is not comprised of fill-in-the-color-skinned White people. Embracing the group will not adversely affect the brand’s relationship with Whites. The overall practice continues today, distinguishing minority advertising agencies from general market counterparts. The predominately White agencies pitch accounts by displaying concepts, credentials and capabilities. The minority shops must always begin by convincing prospective clients that an audience actually exists. And the proof must be delivered again and again, sometimes with every new assignment.

Last year, Starcom MediaVest Group unveiled its self-proclaimed breakthrough study of Blacks titled Beyond Demographics. Yet anyone familiar with the audience recognizes Beyond Demographics barely goes beyond the obvious. In February, the Association of Hispanic Advertising Agencies announced its landmark study on Latino Cultural Identity. Regardless of the true worth of all the research reports, it’s amazing to witness the need to repeatedly school clueless corporate types.

The Democratic National Convention attendees will soon salute Barack Obama as the party’s official presidential candidate. The event marks a milestone in America’s progress with equality, and some wide-eyed idealists believe it signals the end of cultural divisions.

Meanwhile, on Madison Avenue, people still express shock and awe that minorities are members of society.

This is the fourth installment of MultiCultClassics’ running review of Madison Avenue and the Color Line by Jason Chambers. See the previous posts here, here and here.