Census advertising plan riles Black press
Pharoh Martin/NNPA National Correspondent
Issue date: 7/19/09 Section: Politics
MINNEAPOLIS, Minn. (NNPA) - Rick Wade, deputy chief of staff and senior advisor to the U. S. Commerce Secretary Gary Locke, was met with a bit of displeasure from Black publishers June 26 as they expressed that the government's Census advertising plan for Black newspapers was insufficient.
Wade announced to members of the National Newspaper Publishers Association that out of an estimated budget of more than $24 million dollars for Black media advertising only $1.6 million will be spent with Black newspapers.
The funds are to be used to assure an accurate count in difficult-to-count communities, including those among African Americans and Latinos.
"That's not enough," one publisher said quickly in response to Wade's announcement. Another publisher did the math and equated that the estimated numbers will do nothing if split among hundreds of newspapers nationally. At most, it will only buy one ad, she said.
As others chimed in during a question-and-answer period, Wade assured the audience representing more than 200 Black-owned newspapers that the proposed budget is not yet final.
"These are just estimates," he said. "We believe we have sufficient funds to ensure an accurate count."
Dorothy Leavell, publisher of the Chicago and Gary Crusader Newspapers, and chair of the NNPA Foundation, then addressed another concern. "Ten years ago, we ran your ads and didn't get paid," she said. "We are a significant part and we want to be counted." Wade assured, "These are paid advertisements so you will be paid."
The intense, but courteous discussion underscored a long-standing contention by Black newspaper publishers that they are often undercut by advertisers- including the federal government.
Wade told the group that he understands that Black newspapers are not only press but they are also businesses and that it is in the interest of the Department of Commerce to advance businesses.
According to the temporary budget, the $24.7 million being allocated for Black population media advertising during the census count will be split three ways. Black population media includes Black-American, Carribean-American and Black-African media outlets, according to Wade. The budget is comparable to the Latino media allocation of $27 million dollars.
Wade announced to members of the National Newspaper Publishers Association that out of an estimated budget of more than $24 million dollars for Black media advertising only $1.6 million will be spent with Black newspapers.
The funds are to be used to assure an accurate count in difficult-to-count communities, including those among African Americans and Latinos.
"That's not enough," one publisher said quickly in response to Wade's announcement. Another publisher did the math and equated that the estimated numbers will do nothing if split among hundreds of newspapers nationally. At most, it will only buy one ad, she said.
As others chimed in during a question-and-answer period, Wade assured the audience representing more than 200 Black-owned newspapers that the proposed budget is not yet final.
"These are just estimates," he said. "We believe we have sufficient funds to ensure an accurate count."
Dorothy Leavell, publisher of the Chicago and Gary Crusader Newspapers, and chair of the NNPA Foundation, then addressed another concern. "Ten years ago, we ran your ads and didn't get paid," she said. "We are a significant part and we want to be counted." Wade assured, "These are paid advertisements so you will be paid."
The intense, but courteous discussion underscored a long-standing contention by Black newspaper publishers that they are often undercut by advertisers- including the federal government.
Wade told the group that he understands that Black newspapers are not only press but they are also businesses and that it is in the interest of the Department of Commerce to advance businesses.
According to the temporary budget, the $24.7 million being allocated for Black population media advertising during the census count will be split three ways. Black population media includes Black-American, Carribean-American and Black-African media outlets, according to Wade. The budget is comparable to the Latino media allocation of $27 million dollars.
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