Latest Edition Features Key Findings on the Group’s Engagement to Magazines and Advertising, Plus Pertinent Data on Spending Power

Magazine Publishers of America (MPA) has issued a new edition of the “African-American/Black Market Profile,” a compendium of the most up-to-date research collected to arm publishers, their advertisers, as well as retailers with invaluable market data to help them better target the increasingly diverse U.S. population.  This is part of a series of profiles devoted to exploring the opportunities in targeting various demographic segments in America.

First published in 2003, the 2008 edition of the African-American/Black Profile features the following market highlights:

The percent of African Americans/Blacks who read magazines (86%) is virtually the same as that of the total magazine-reading population.  African Americans/Blacks read more issues per month than general market: 11 issues versus eight issues.

African-American/Black buying power will pass over one trillion dollars in the year 2012.

When looking at African-American/Black magazine advertising engagement, research shows that the group recalled ads on average 9% more, and took action in response to advertising 15%, more than all readers did.

African-American/Black teens, who are a major influence in today’s mainstream culture—especially in music, sports and fashion—spend an average of $96 dollars monthly, 20% more per month than the average U.S. teen.

From 2002 to 2006, there were 85 new magazine launches targeting African Americans/Blacks.

The African-American/Black population is expected to grow faster than the U.S. average over the next five years, a 6.7% projected increase between 2007 and 2012.

African Americans/Blacks are more likely than the average U.S. consumer to respond to a company's efforts to be more environmentally responsible.

The Market Profiles gather and synthesize the most recent findings from dozens of sources in order to help marketers communicate more effectively with these important consumer segments. The series includes profiles of the Asian-American, Hispanic/Latino and Teen markets. The entire series is available for download at www.magazine.org/marketprofiles.