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Study: Eighty seven percent of African
Americans prefer Black newspapers over mainstream
dailies
NEW YORK — The media world was
electrified when Amalgamated Publishers, Inc. released
additional data from its historic study of Black
newspaper readers May 27. This startling new information
revealed that 86.7 percent of people who read Black
newspapers on a regular basis do not read mainstream
daily papers with the same regularity.
Art Spinella, president of CNW
Marketing Research, Inc., the independent company that
conducted the study, commented that “these readers are
affluent and educated, but they don’t trust the
mainstream dailies, Those papers have traditionally
viewed by African Americans as less than fair in
reporting on the African American community.”
A national sample of 121,692 regular
readers of Black newspapers was surveyed via telephone
interviews, which revealed that readers had an average
income of $64,615, an average net worth of $391,290. The
study also indicated that 83 percent of those surveyed
had some college background, while 59.2 percent had
graduate or post-graduate degrees.
“Hopefully (sic), this will put to
rest once and for all the mistaken assumption of many
advertisers that they can reach Black consumers through
mainstream newspapers,” said Dorothy Leavell, chairwoman
of API. “If you want to reach and motivate the Black
consumer, you must utilize Black newspapers.”
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