Writing in the
Detroit Free Press, Kortney Stringer says that once the 2000 census showed Hispanics outnumbering African-Americans in the U.S., the advertising community quickly began shifting
the allocation of dollars. "If you're an African American who's feeling ignored by the nation's advertisers, there might be a reason," Stringer says. Mike Bernacchi, a marketing professor at the
University of Detroit, told the
Free Press that, "As always in advertising, old is out and new is in. Black America was on top of the heap of minorityville until the 2000 Census data, then we
started seeing more Hispanic ads." Although the Spanish-speaking market is thought to be difficult to reach because of its diversity and complexity, the latest census figures were an encouragement to
get onboard, ad industry observers say. "A lot of marketers saw [the census results] as the biggest opportunity," says Allen Pugh, executive vice president and director of client services at
Southfield, Mich.-based GlobalHue, the nation's largest minority-owned multicultural ad agency. "A lot of marketers pulled back from African Americans and Asians."
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