• Adweek, Friday, December 9, 2011 2:16 PM

Executives at Oprah Winfrey's struggling network, OWN, are considering targeting the channel more specifically to the demo that's tracked its highest ratings -- African-Americans, responsible for the success of its most popular show since October, the reality series "Welcome To Sweetie Pies."

But this would represent a shift from Oprah's brand, with its broad-based appeal to a female demographic that cuts across racial lines. So OWN execs admit they need to strike a balance, looking to advertisers who target African-Americans, for example, without diluting Oprah's more inclusive fan base.

Tough challenge, but a balance that may have been struck with O magazine, which we've noticed does make an effort to be editorially inclusive of black women's issues while retaining a broad-based focus. And a quick check of its December issue showed three advertisers -- J.C. Penney, Toyota and Uggs -- with African-American models.

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