Why independent Black-owned media companies are not participating in agency multicultural marketplaces
Agencies saw the social unrest movement as an opportunity to create multicultural exchanges. Black-owned media companies are hesitant to join. Last summer, marketers vowed to support Black-owned media companies with increased ad spend. In turn, agencies said they saw an increase in clientele; publishers said they received more RFPs and signed longer-term ad deals. And where there is advertising money flowing, there are agencies to step in and help direct the stream. While the opportunity to place ads on Black-owned publications became en vogue amid the social unrest movement over the summer, ...
Source: digiday.com