First Nationwide Audit of African-American Papers on Its Way

By: E&P Staff Ethnic Print Media Group, a division of Gemstone Communications, announced today plans to conduct the first national circulation audit of 90 African-American newspapers in 65 markets.

"It's time the advertising industry had an in-depth look at how vital the African American market really is -- and what a strong, effective reach targeted ethnic newspapers provide," said Trevor Hansen, Gemstone Communications/Ethnic Print Media Group vice president, in a statement. "Our agencies and advertising partners have been asking for circulation audits and readership spending information and now we're delivering it."

Until now, African-American papers never had certified readership data to present as a selling point to advertisers. The Circulation Verification Council will handle the audits and readership studies to be published this upcoming spring.

"For the first time we will gain insight into African American newspaper readers on a local and national scale and see the true impact of these publications," said Tim Bingaman, CVC president and CEO, in a statement. "Not only is it a first for the marketing world, but it's even more notable because African American newspapers have not regularly participated in this."

The program will establish demographic and readership information including age, income, and spending patterns.

Ethnic Print Media Group is a media firm that represents African American (about 250) and Hispanic newspapers throughout the country. In late September, the company announced it would back the first nationwide audit of Spanish-language and bilingual community newspapers headed by CVC.