WASHINGTON, Sept. 30, 2015 – Tuesday was an historic day for minority media at the National Press Club, where the National Newspaper Publishers Association (NNPA) and the National Association of Hispanic Publishers (NAHP) announced the formation of a National Advertising Task Force to educate corporate advertisers on the benefits of using African-American and Hispanic newspapers to tap the $2.3 trillion spending power of the brown/black consumer market.
“We are not asking for charity,” said NNPA president Dr. Benjamin F. Chavis Jr. The focus is on ‘Advertising, Advertising, Advertising,’ and we will continue to emphasize advertising because of the combined consumerism of the black and brown community.”
The NNPA is the leading black newspaper publishers’ trade association and represents more than 200 community newspapers around the country, while the NAHP is a non-partisan trade advocacy organization representing the nation’s leading Spanish-language publications with a combined readership of over 43 million readers each week.
Denise Rolark Barnes, NNPA board chairperson and local publisher of the Washington Informer, reminded the audience gathered in the National Press Club’s Winners Room of the substantial $2.3 trillion that’s spent in minority communities. She also credited her advertising manager, Ron Burke, with getting the ball rolling forward to structure the task force.
“Our mission as black publishers began in 1827 when the first black newspaper was published,” said Mrs. Barnes, referring to the Freedom’s Journal, which was launched in March 1827 in New York City.
Martha Montoya, NAHP vice president and Seattle publisher of El Mundo, reminded the listeners, “There are two women here and I represent a community where women represent an estimated 63 percent of the consumer decision makers and we have a very strong brand.”
José Sueiro, NAHP’s man-on-the-ground in Washington and headquarters manager of the National Press Building said, “This is really a historic pivotal point for our industry and our communities. We are representing over 400 publications and we will finally create those pillars and institutionalize corporate advertising relationships.
“Our communities have been under attack because of the Donald Trump campaign and the interest that he has drawn to the issue of immigration. The Latino community is going to come out. Their very existence is being threatened. This is going to be a legacy project that needs to be institutionalized and we need to send a message that we will protest and have a say. This partnership is historic.” said Sueiro, a former Spanish language newspaper publisher and the current digital publisher of MetroDiversity.
Refuel Agency is the appointed advertising industry intermediary selected to assist the NNPA and HAHP with print advertising placements. “We are thrilled to be a part of this initiative to bring one united voice to this important mission. With African-American and Hispanic populations continuing to surge, it is the perfect time to promote the importance of reaching these communities,” said Derek White, president and CEO of the Refuel Agency.
“We should have no problem getting our fair share of advertising dollars. Right now, Toyota spent only $2 million nationally and we need to get a little tougher,” said Ben Chavis, who indicated that a ‘report card’ would be generated by Refuel as a way of monitoring the success of the joint advertising campaign.
Finally, NNPA vice president Francis Page of Houston Style Magazine reminded the audience that NNPA’s 2016 Conference will be hosted in Houston as he raised a triumphant fist to emphasize black/brown solidarity.
“This alliance will allow us to knock on new doors,” he said. “It will allow us to do a better job of telling stories and building better businesses. And it is critical timing leading up to the next election. In the past we have had dismal support, but we are counting on both political parties to sell their messages and get the word out.”