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Hard to Believe. Advertisers Still Discriminating.



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(3/24/2011 8:50:52 AM)   Flag as inappropriate content
When a big company like Kubota or a small company like Bob's Tractor Supply come to my agency looking for radio buys, our DEMOGRAPHIC data determines the audience that best suits the client. It is not discriminatory, it is market economics. Of course we are going to run Country, and not Urban. So when the hip-hop station doesn't get the monies from a farm equipment buy, we're on the hook as an agency? Totally BS. The same 'discrimination' happens in reverse as well, but I don't see the Country Station up in arms when it doesn't get a buy from Tommy Hilfigger, the going logic would be.. are you stupid, this brand doesn't target rednecks.
- MJ Sudol
(3/23/2011 6:14:52 PM)   Flag as inappropriate content
Who will be the first to change their station to a minority-oriented format and threaten to blow the whistle to force their way on to buys?
- Peter Tripp
(3/23/2011 6:05:44 PM)   Flag as inappropriate content
I consider where I might put my advertising dollars as my exercise of my freedom of speech. Hopefully, one of the giant broadcast or advertiser groups will unleash their lawyers and turn this issue into a First Amendment case.
- Jon Morgan
(3/23/2011 5:30:34 PM)   Flag as inappropriate content
For those old enough to remember "Catch 22" this is like signing 'loyalty oaths.' Sign as many as you like and it still doesn't matter--unless you are David Honig and make your living on this. No half smart manufacturer or retailer is going to exclude any market segment that he/she thinks will buy their product.
- George
(3/23/2011 2:31:13 PM)   Flag as inappropriate content
When placing local advertising for a Charter School, the local Univision station required the spot to be done in Spanish. The translated it and re-dubbed the audio without even telling us. Yes, it comes from the "minority" media community more than from general society.
- Robert
(3/23/2011 1:45:10 PM)   Flag as inappropriate content
An interesting counter example would be the print and broadcast ads that ran for the Lincoln Navigator which are targeted specifically at minority buyers (they run only in Ebony and other targeted pubs) and are sold only to certain large metro area stations. I guess the FCC should take action because the agency didn't pitch the suburban housewife the black SUV with 20 inch chromed rims. No one wants damaging discrimination in important areas, but when the government gets into these little piddly things it always leaves a puddle of poop.
- cascadestom
(3/23/2011 12:54:13 PM)   Flag as inappropriate content
How can - indeed how dare - the government tell advertisers where or how they can spend their ad dollars, never mind the burden placed on broadcasters. The previous commenter who said there was no sense in buying a format that won't work for him is correct. We are talking FORMATS here. The fact that a certain format appeals to a particular ethnic group is entirely secondary.

Same thing could apply to newspapers. Why would I advertise in an ethnic paper if it isn't going to reach my target? Then, why is it that print media remains sacrosanct? Not that it shouldn't but it should apply both ways. This is government throwing its weight around because it was allowed to license broadcasters in the first place, but I digress.

This is nothing less than the government unnecessarily interfering in commerce and it must be stopped. But it appears broadcasters - at least the big ones - are acting like sheep, scared crap that the FCC will take away their licenses - which it might if not stood up to.

Freeman, also, has it right.

- radiomike

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