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BLACK ENTERPRISE MAGAZINE
PRESENTATION TO THE
MIAMI CITY COMMISSION
MARCH 28, 1985
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BLACK ENTERPRISE tMAZINE
WHY IS IT A VITAL MARKETING VEHICLE?
BLACK ENTERPRISE is the most effective medium
for reaching.Black business. tsore Black C.E.O.'s
read BLACK ENTERPRISE than any other• business
oriented publication. In fact, the BLACK
ENTERPRISE audience is the 20% of the Black
population who generate approximately 50% of the
total incase earned by Blacks in America. BLACK
ENTERPRISE focuses on the socio-econamic needs of
this unique and influential sector.
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EXECUIWES - PROFESSIONAL/MANAGERIAL.
57%
ct
CA Gtt
EDUCATORS
16%
B.E. READERS
OTHER
27%
E
11
Deriographic Profile of BLACK ENTERPPSSE
Readers Compared with Total U.S. Black
Adults
Characteristics
Age
18 - 34 Years
18 - 49 Years
Total College Educated
Occupation
Professional
Executive/Managers/
Administrators
Total Prof./Exec./Man./Adm..,,
Clerical/Sales/Technical
Craftsmn/Foremen
Other Employed
Household Incarn
$50,000 or more
$40,000 - $49,999
$35,000 - $39,999
$30,000 - $34,999
$25,000 - $2.9,999
$20,000 - $24,999
Total
Total U.S.
Black Enterprise
Adults
Adults
$
Index
$
Index
48.4
100
53.2
130
68.2
100
80.9
119
22.8
100
39.9
175
5.2
100
10.0
192
3.7
100
5.3
143
8.7
100
15.3
172
10.8
100
15.6
144
10.8
100
7.0
65
32.1
100
26.0
81
4.2
100
11.2
267
5.6
100
5.3
195
5.1
100
4.0
178
6.7
100
10.6
158
8.8
100
12.3
140
10.4
100
10.6
102
16,748
21,951
Source: Mediamark Research Inc., Spring 1984.
Prepared by: BLACK ENTERPRISE Research.
RESEARCH
A recent BLACK ENTERPRISE research study indicated great
potential for business products and services.
Results fran specific questions follow.
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CA CA
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TITLE OF RESPONDENT
0 901 N I
S1.4%
OWNER
22.0%
)THER COMPANY OFFICER
Z6.6%
F]
j
40
COMPANY GROSS SALES
$1 — 5.0 $5 — 10.0 TJU — i.-j -;, I --1 If- .-.
ti I LL I CIN 1-11 LL I CIN 14 1 LL I ON MILLION MILLICIN PLI-I'L-1
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c
HOW OLD TS coMPANY
rl
c
YEARS 10- 14 YEARS,
The BLACK FNTERpRISE June 184 issue reported that
there were a total of:
47 Black omed banks.
36 Savings & Loan Associations
38 Black insurance r.cmpanips
Total Assets $3.5 billion
34 Black Auto Dealers with renrenues of .$548.375
(Millions)
an m
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CA CA
• CA
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Other BLACK ENTERPRISE readers that could have
computer purchase influence:
° Black Mayors in U.S. Cities 255
° Elected Officials 5,606
° Congressional Delegates 21
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BUKK ENTERPRISE
MAGAZINE DUPLICATION
Precent of Black
Vnterpri se RcNiders
Magazine Who Do Not Read
Business Week 89.3
Forbes 94.9
Fortune 92.5
Inc. 95.2
Money 88.1
Smithsonian 95.3
Source: Mediamark Research, Inc., Spring 1984
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INTEREST IN ® Considerable Interest
ADVERTISING m Some Interest
® Not Much Interest
Mean
Score: 62 45 44 44 43 40
60 %
50%
40% —
30% — —
20 % — —
10% —
111
BLACK
Go
ENTERPRISE
CA
�
'
Source: MRI 1984
CA
CA
tG�
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4
SMITHSONIAN BUSINESS FORBES
WEEK
MONEY
TIME
11
PUBLICATION RATING
Mean 67
Score: 70
40% _-
30%
20% '
10%
00
Lq
Cn
1
W Ln
BLACK
ENTERPRISE
Source: MRI 1484
M One OF My Favorite
Very Good
® Good
64 63 62 56
NEWSWEEK BUSINESS FORTUNE
WEEK
MONEY
INC.
d
i
50%
40 %
30%
20%
10%
INTEREST IN
ADVERTISING
Mean
Score: 62
® Considerable Interest
Some Interest
Not Much Interest
39 38 36 36
35
BLACK FORTUNE NEWSWEEK SCIENTIFIC U.S. NEWS & INC.
ENTERPRISE AMERICAN WORLD REPORT
Source: MRI 1984
11
PUBLICATION RATING
Mean
Score: 70
40 °/a —
30% —
20% —
10% —
BLACK
ENTERPRISE
Source: MR11984
75
One Of My Favorite
[3 Very Good
• 0 Good
73 71 70 68
SMITHSONIAN SCIENTIFIC
AMERICAN
TIME FORBES U.S. NEWS S
WORLD REPORT
I]
EGG
MARKETING
RESEARCH INC.
EARL G. GRAVES
EARL G. GRAVES
PUBLISHING
CO. INC.
LIMITED
EGG DALLAS
BROADCASTING
INC.
MARKETING
INC.
1 1985 EDITORIAL SCHEDULE
ISSUE
EDITORIAL FORMAT
JANUARY
"ANNUAL ECONOMIC OUTLOOK/
BUSINESS PRODUCTS
FEBRUARY
"BUSINESS & CAREER OPPORTUNITIES"
HIGH TECH SECTION MONTHLY
MARCH
"FAMILIES AND FINANCIAL MANAGEMENT"
APRIL
"PROFILES IN POWER"
BLACKS IN POWERFUL POSITIONS
MAY
"CARIBBEAN ISSUE"
JUNE
"TOP 100 BLACK BUSINESSES"
JULY
"BLACKS IN SPORTS MANAGEMENT"
AUGUST
"FIFTEENTH ANNIVERSARY ISSUE"
SEPTEMBER
"EDUCATION"
OCTOBER
"MONEY MANAGEMENT"
NOVEMBER
"AUTOMOTIVE PREVIEW"
DECEMBER
"OFFICE EQUIPMENT"