NNPA takes on Toyota

By: Jasmyne Cannick | Chicago Defender Online

WASHINGTON D.C. – Toyota Motor Sales USA executives have angered National Newspaper Publishers Association Chairman Danny Bakewell Sr. and America’s preeminent Black newspaper publishers after the troubled carmaker backed out of a multi-million dollar advertising campaign targeting Black consumers. In a letter to Bakewell and the NNPA, Toyota executives said that Black consumers of Toyota products receive their advertising message from a number of media channels which include mainstream media (white media), thus implying that advertising in the Black newspapers was unnecessary.

This decision comes after months of meetings between Toyota executives and the NNPA, a network of 200 Black publishers which represents over 19.8 million weekly readers, approximately half of America’s Black population.

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