Magazine article Marketing

Black Broadsheet Bids for Display Ads

Magazine article Marketing

Black Broadsheet Bids for Display Ads

Article excerpt

Britain's first broadsheet newspaper for the black community launches at the end April, aimed at the growing number of black professionals.

The Weekly Journal, published by VTA Media Resources owners of leading black newspaper the Voice, intends to break away from the traditional preserve of recruitment classified that supports the Voice and target mainstream display advertisers as well.

Ad director Yvonne Richards says that 38% of Britain's 1.1 million blacks are ABC1s with high disposable incomes. The Weekly Journal, she says, is not creating a niche, but filling a large existing gap.

Richards and her team face a tough task. Despite its success in the last ten years, the Voice has consistently failed to attract display advertising. Black Briton, another weekly paper launched last year and promising to be more upmarket than the Voice, has had little more success.

The arguments most consistently presented by media buyers is why use a black paper when you can reach black people through the mainstream media?

But, says Richards, a former publisher at Murdoch Magazines and IPC, "take that to it's logical conclusion and no one would ever use special interest media. …

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