African-American Media Opportunities Reach Millions More Readers, Listeners and Viewers

The best and brightest PR teams in the U.S. are tapping into an under-utilized resourceAfricanAmerican media. Savvy marketers are harnessing the opportunities and maximizing the potential for reaching more Americans and getting a competitive advantage. Nearly all stories sent to U.S. media can be given an African-American angle and sent to all the U.S. African-American media. This offers a potential to reach the 36.4 million African Americans who account for $645 billion of buying power and 12.9% of the U.S. population. Our African-American media list is comprised of editors and broadcasters reaching a powerful group of Americans of African ancestry who come from as many African nations as there are states in the U.S., and from dozens of Caribbean nations. There is a disproportionate amount of spending on African-American media relative to the market share of the African-American consumers, according to a recent survey by the Minority Media and Telecom Council (MMTC). Spending on African-American media has recently doubled and is increasing as costconscious marketers seek better utilization of the growing African-American audience opportunities. Editors and broadcasters of African-American newspapers, TV stations and radio stations are more likely to use a story if it targets the market they serve. They are in need of good feature material which can be used to fill in-between the increasing volume of ad space. Most newspapers are low on staff, struggling to meet deadlines and need NAPS stories that are quickly and easily adaptable to their formats. Here are some of the most successful NAPS African-American media distribution efforts for health, food, financial, and a variety of other topics which appeal to a multicultural and ethnically diverse group. The reports for these stories achieved an incremental reach per story that adds significantly to results for the national media distribution. The reach is growing as the number of media outlets is increasing.

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Send us your story and our experts will suggest a format that will get the maximum coverage in African-American media. We have top notch writers who will create a version of your story emphasizing information that shows how African Americans are affected, for optimal pick-up.

HEALTH
Health issues that are more typically of concern to Black people include hypertension, diabetes, cholesterol, AIDS, leukemia, glaucoma and many others.

Ruder Finn Schwarz Pharma Inc. Verelan PM (verapamil HCl) This story on hypertension shows the prevalence of high blood pressure is most significant among Black men and women. The article creates an awareness of the results of a recent study which confirms that the chronotherapeutic drug called Verelan PM (verapamil HCl) works to manage hypertension.

Corkery Group African American AIDS Policy and Training Institute The lead of the article points out that AIDS is hitting African Americans harder than anyone else in the country. The article is by-lined by Phill Wilson, founding director of the organization, who offers tips on prevention and encourages people to get tested so they can begin treatment.

National Marrow Donor Program These articles sing the praises of some African-American heroes who donated bone marrow to help treat the life-threatening disease, leukemia. These stories also created an awareness of the high incidence of leukemia among African Americans. African Americans are still less likely than Caucasians to identify a matched donor. These articles were released in time for Black History Month in February, for a better chance of getting placements.

KidsPeace This non-profit organization is dedicated to giving help, hope and healing to children facing crises such as traumas, depression and the stresses of modern life. The article offers tips on keeping youth from smoking and directs readers to a Web site which helps older children and teens to deal with the pressures and crises of growing up.

Golin Harris Ortho-McNeil ORTHO TRI-CYCLEN LO This story creates an awareness of a new pill to help protect against unintended pregnancies. The article points out the benefits of the product over other available methods of contraception. The high incidence of unwanted pregnancies, more than 600,000 each year in the U.S. among those who discontinue the pill, is noted to get the attention of editors and readers. Helpful Web site addresses are included for more information.

Weber Shandwick American Association of Poison Control Centers (AAPCC) This highly successful story with broad-based appeal gives information about protection against accidental poisoning. Included are an 800 number and a Web site offering tips and information on poison prevention funded by the U.S. Government and CDC.

RPR Marketing Johnson & Johnson Grifulvin V This article targets parents and caregivers of AfricanAmerican children. Helpful tips are offered to protect against ringworm, a condition most common in African-American boys. One suggestion is to see a doctor for early diagnosis and prompt treatment. One available method of treatment, Grifulvin V, is noted to be the most prescribed treatment for tinea capitas.

Ketchum Glaucoma Caucus Foundation These articles create an awareness of the high risk of glaucoma among African Americans. Preventative screenings are encouraged to prevent the condition. Quotes from Bud Grant, Foundation president, help to enforce the message by giving credibility to the story. Web sites and phone numbers are included for more helpful information.

Nichols Dezenhall National Organization of African Americans in Housing (NOAAH) This article offers tips on how to protect children from pests, mold and lead that may be found in low-income housing.

NUTRITION
African Americans are commonly concerned about reducing cholesterol intake and controlling their diets to avoid the risk of cardiovascular disease.

Manning Selvage & Lee Procter & Gamble Metamucil Statistics from the American Heart Association on the high incidence of cardiovascular disease among African Americans are noted in the lead of this article to get the attention of editors and readers. The article offers tips on adding fiber to daily diets and the benefits of fiber towards improving health. A dietary supplement, Metamucil, is noted to help reduce the risk of heart disease by lowering cholesterol.

Ketchum Roche Vitamins Lycopene The article points out the levels of lycopene, a nutrient found in tomatoes, that may reduce prostate cancer risk. There is a high incidence of prostate cancer among African-American men, twice as high as in white men. Eating more lycopene-rich foods such as tomato juice, sauce or soup, is indicated as a preventative measure. This article creates an awareness of lycopene supplements as a healthy alternative.

FINANCIAL
Nearly half of African Americans are middle class or higher with a median income of $30,000 per year.

Americas Community Bankers These articles offer expert tips to help minority families build better financial futures. As part of the Money Rules program, readers are directed to a Web site for more helpful information.

Fannie Mae This article helps homeowners with news of mortgage financing. Fannie Mae leads the market in serving Americans of color and modest means. It is also engaged in a National Minority Homeownership Initiative in support of President Bushs challenge to the private sector to help meet affordable housing needs.

Department of Health and Human Services Center for Medicare/Medical Services This by-lined article by Tommy G. Thompson, Secretary of Health and Human Services, answers questions about Medicare. Three important resources are offereda Web site, a hotline number and a handbook for more information. There is a cutline which has a note to editors to show this is the first in a series of six articles because editors like to run a series much like a syndicated column. They find it attracts a greater continuity of readership. Investment Company Institute Education Foundation Creates an awareness of a Web site which serves as a resource to African-American investors. The site is sponsored by the National Urban League, the Coalition of Black Investors Investment Education Fund.

Nationwide Insurance This article indicates African Americans are buying or refinancing homes at incredible rates, with the interest rates at a 40-year low. A new, innovative residential mortgage service is offered. Speed, simplicity and savings are the key benefits suggested to readers. A Web site with more helpful information is included.

EDUCATION
A variety of programs available to help African-American students who want to learn and develop to their full potentials are especially newsworthy.

U.S. Department of Education Council for Exceptional Children (CEC) The article describes the benefits of the ILIAD partnership project and creates an awareness of the variety of federally funded resources that are available to educators to help understand and implement the Individuals with Disabilities Education Act (IDEA 97) and provide special education services to all students including culturally, linguistically diverse students.

Manning Selvage & Lee Thurgood Marshall Scholarship Program This article creates an awareness of scholarships that will help support the educational imperatives of AfricanAmerican and Hispanic students in the U.S. More information is offered by directing readers to a phone number and Web sites.

TRAVEL
Creative Marketing Resources Wisconsin Department of Tourism These articles describe vacation opportunities and offer more information through phone numbers and Web sites.

Department of Transportation NHTSA To help increase seat belt and child safety seat use among African Americans, many organizations representing African Americans have partnered with DOT. This article helps educate African Americans about the lifesaving benefits of seat belts.

BEAUTY
African Americans have unique make-up and styling options which will help them look and feel more beautiful.

Virgo Advertising Imperial DAX A beautiful head shot of an African-American model gives editors one more reason to print this eye-catching story. The lead includes a reference to African-American hair styling options. The article includes helpful beauty tips, the benefits of DAX Relax Hair Care System and more product information at a Web site or by a phone number.

TELEVISION
Ketchum Glaucoma Caucus Foundation This TV release creates an awareness of the high risk of glaucoma among African Americans. Preventative screenings are encouraged to prevent the condition.

RADIO

Manning Selvage & Lee Procter & Gamble This African-American radio release shows the number one cause of death among African Americans is cardiovascular disease. As part of the campaign called Get Fiberwise, the health campaign offered tips to lower cholesterol including using Metamucil.

Manning Selvage & Lee The Roche Foundation This release creates an awareness of the Thurgood Marshall Scholarship Fund, which offers African-American and Hispanic high school students an opportunity to get support for their educational goals.

FREE!
If youre willing to listen, well offer you valuable suggestions. Either send us a release so we can suggest changes that will add to pick-up, or send us information so we can write a proposed release that will pull marvelously. Theres no cost or obligation. If you approve what we suggest, youll be swamped with results. See for yourself why so many use us. See how much more you of which is in weekly community produce by covering additional newspapers. Most of these are not on the wires or typical press media. mailing lists. We cover all U.S. NAPS counts among our Produce Additional Results By radio and TV stations. clients over 700 accounts, incluCovering Additional Media You extend the reach of your ding most Fortune 500 compaNorth American Precis Syndicate, Inc. nies, nearly all of the 100 story to millions of additional New York: 415 Madison Ave., New York, NY 10017 (212) 867-9000 largest, all top-20 PR firms, the readers, listeners and viewers Washington: 1819 L St., NW, Washington, DC 20036 (202) 347-5000 U.S. and foreign governments, when your information is sent to Chicago: 303 East Wacker Dr., Chicago, IL 60601 (312) 856-9000 as well as 100 of the largest African-American newspapers, Los Angeles: 1801 Ave. of the Stars, Los Angeles, CA 90067 (310) 552-8000 national associations, dozens of radio stations and TV stations. San Francisco: 235 Montgomery St., San Francisco, CA 94104 This creates greater awareness (415) 837-0500 prestigious technology compaAtlanta: 1031 Burton, N E, Atlanta, GA 30329 of your key message. (404) 888-0400 nies and many others. In addition to distributing an www.napsinfo.com NAPS provides an easy, costFree Proposal: article to all African-American effective method of getting your freeproposal@napsnet.com newspapers across the U.S., story out to nearly every newsNAPS includes writing, art, propaper in the country. Instead of duction, mailing, postage, clipjust covering the same 500 newspings, repro proofs, tracking and papers everyone else in America a computerized usage report is trying to get into, you can give showing the circulation and your top story to practically all of major market area of each clip Americas mass media outlets, in as well as audience data for a format editors and broadcastbroadcast. You save time and ers can immediately use. money because with NAPS, you We cover all U.S. newspapers get fast, efficient delivery at low with over 140 million in cumula- cost. tive circulation, about 80 million
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