African Americans
The African-American market has to continually make the case that it's a segment worth understanding, and one worth a dedicated portion of the ad budget. The African-American segment has buying power of $913 billion, according to 2008 data from the Selig Center for Economic Growth at the University of Georgia. Why bother targeting the demographic specifically? Sales to be made Putting aside high-minded issues such as diversity and multiculturalism, the simple answer is: to make money. "It makes sense to address 40 million people who are African-American if you want to capture their consumer behavior," said Alfred Liggins, president-CEO of Radio One.