NEW YORK: NovoMedia, a company that produces and distributes broadcast PR tools, has launched a radio news release service that will focus on the African American market.
The new service will provide production and distribution of radio news releases into relevant markets nationwide.
David Henry, president of NovoMedia, said in doing work for the Hispanic market, he recognized a need for the same types of services in the African American market.
According to market-research firm the Hunter-Miller Group, African Americans wield more than $723 million in buying power, a 127% increase since 1990.
And unlike the Hispanic market, which has Spanish-language television networks in addition to radio, African American media lacks easily identifiable stations and networks, making radio a good choice, noted Henry.
According to media-tracking service Arbitron, 90% of black people 18 and older listen to radio each week; there are about 1,050 urban stations and the largest markets are New York, Chicago, Washington DC, Atlanta and Philadelphia.
"The African American market is going to be looking at a lot of the same television shows as everyone in the market," he says. "In radio...there are programs that have a predominantly African American audience and topics that are obviously germane to the audience."
He added that offering the service reflects the need for more focused multicultural programs among marketers and PR practitioners.
"There's clearly a need to reach out to those markets and speak to them for their interests," he noted. "As a communicator you want to try to reach the hot button to whatever the group is. Most corporations are behind the ball in reaching out to them."