Interep Presents 8th Annual
Power of Urban Radio Symposium
Symposium for Multicultural Advertisers and Agencies
Marketers Warn that Millions of Media Dollars May Be Failing to Effectively Impact Multicultural Consumers
June 13, 2006 - Interep hosted its 8th "Power of Urban Radio" today at the JW Marriott Downtown in Chicago. The theme of this year's symposium was "I Want My Urban Radio," posing the question, "Can Mainstream Media Effectively Target the African American Market?"
The symposium featured a mix of speakers, presentations and panel discussions. Darryl Brown, EVP/General Manager, ABC Radio Networks, Chesley Maddox-Dorsey, President/COO, Access.1 Communications, and EJ "Jay" Williams, President, American Urban Radio Network (AURN) were co-chairs of this year's event. Doug Banks and Dede McGuire, on-air radio personalities with ABC Radio Networks, served as co-hosts for the first half of the program. Later in the morning, John Monds and April Ryan - on-air personalities with AURN - assumed the co-hosting responsibilities.
Sherman Kizart, Sr. Vice President/ Director of Urban Marketing for Interep, opened the event, saying that emotions over the day's theme run high. Kizart noted the unique and specific role that Urban media plays in the lives of ethnic consumers, particularly African Americans. The symposium's theme was discussed and debated throughout the day, particularly on two panels - one from the advertisers' perspective and one from the ad agencies' point-of-view.
McGhee Williams-Osse, managing partner and co-CEO of Burrell Communications, delivered the day's keynote address. Ms. Williams-Osse began her address with the provocative statement, "Can mainstream media effectively target African Americans? I answer emphatically - yes... but yes, with marginal effectiveness. Mainstream media can not truly engage us." Ms. Williams-Osse went on to say that a mainstream strategy is not "practical or sustainable over time." She added, "Urban radio is the dominate media form in the black community... nothing can compete with its ability to nestle in the minds and hearts of the African American community... our bond with Urban Radio is emotional and even spiritual at its core." Ms. Williams-Osse also stated that this relationship of trust represents a tremendous opportunity for Urban Radio since studies show that overall trust in marketing and advertising among African-Americans is declining.
Shawn Marshall, Vice President of National Marketing for the RAB moderated the first panel, featuring four leading multicultural marketers: Toure Claiborne, Director Multicultural Marketing/AllState Insurance (Chicago); Marc Perry, Multicultural Marketing Manager/Ford Motor Company (Detroit); Cherry Knox, Segment Marketing Manager/Tyson Foods; Laura Cruz, Sr. Manager Multicultural Marketing/Pfizer Global Pharmaceuticals. Ms. Cruz reinforced the keynote's message, stating that one of the key reasons for her company's use of Urban Radio is its ability to connect with the "hearts and minds of African American consumers" to help drive home the company's campaign for healthy lifestyle changes.
Kay Madati, Director of Multicultural Marketing/Octagon, moderated the second panel featuring ad agency executives. Panelists included: Deborah Gray-Young, VP, Media Director/E. Morris Communications (Chicago); Linda Jefferson, SVP, Director of Media Services/Burrell Communications (Chicago); Gerald Hawthorne, Director of Media and Client Services/Fuse Agency (St. Louis); Rosa Serrano, SVP, Account Director/Multicultural Marketing Initiative (Los Angeles). When asked the question of the day, can mainstream media effectively target the African American market, the panel unanimously answered, "no." Serrano elaborated, saying that even though an advertiser can buy 100 rating points targeting African Americans in general market media, if the message is not targeted specifically to that group then the advertising is not saying, "I want your business." Ms. Jefferson added, "Radio is a missed opportunity for many marketers who do not realize the role that Urban Radio plays in the lives of African Americans."
A luncheon panel entitled "The Best of the Best" explored how two of the nation’s largest brands pursue and impact Urban consumers through the use of integrated multicultural initiatives, including Urban Radio. Ken Smikle, President, Publisher/Target Market News, moderated the session. Panelists included Gwen Kelly, Sr. Manager, Multicultural Marketing/American Family Insurance (Madison, WI), and Robert A. Jackson, Regional Marketing Director/McDonalds.
In addition, Julian Davis, Director of Urban Media Services/Arbitron, updated the audience on Arbitron's portable people meter (PPM) and outlined "a day in the life" of an African American consumer’s radio usage based on the PPM roll out in Houston.
Sponsors of the day's event included: ABC Radio Networks; Access.1 Communication Corp.; American Urban Radio Network; BRE/Black Radio Exclusive; Jones MediaAmerica; and The Media Audit.
