“To be very frank [convincing Microsoft to buy ads in Black media is] a challenge. Part of the issue is ignorance and part of the issue is they think that, ‘Hey if we just put our advertising in USA Today, it reaches everybody.”

Now, if as Terry Artis insinuated, ad reps from Black media and ad agencies are pitching would-be advertisers that buys function as the equivalent of charitable donations to the Black community, then I’d be the first person to acknowledge the error in strategy. And perhaps in some ways, subtly, reps from Black media are emphasizing this point. My first hand experience with Black media suggests otherwise, though.

Corporate America is just starting to realize the economic potential of the Af-Am market, but lacks an understanding of the subculture that’s critical to marketing success. Hence, the value in Black-owned ad agencies like R.J. Dale and Lattimer Moffitt.