Brochure

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 resource—AfricanAmerican 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.
Free Proposal
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.
America’s 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
Bush’s 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 offered—a 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 you’re willing to listen, we’ll
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.
There’s no cost or obligation. If
you approve what we suggest,
you’ll be swamped with results.
North American Precis Syndicate, Inc.
415 Madison Avenue
New York, NY 10017
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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.
Ave., New York, NY 10017
nies, nearly all of the 100 story to millions of additional New York: 415 Madison
(212) 867-9000
readers,
listeners
and
viewers
Washington: 1819 L St., NW, Washington, DC 20036
largest, all top-20 PR firms, the
(202) 347-5000
when
your
information
is
sent
to
U.S. and foreign governments,
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
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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
America’s 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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