Ethnic Print Media Group has finalized the results of its second nationwide Black newspaper readership study. The survey revealed key socioeconomic factors among Black newspaper readers that will prove invaluable when planning African American print advertising campaigns.  

Of the 10,319 readers surveyed, 77 percent frequently purchase products or services seen advertised in their preferred African American publication.  Additionally, 82 percent of respondents said they always read newspaper inserts intended to advertise specials and sales when they are included in their local Black newspaper.  The studies compelling results underscore the highly influential nature of these targeted media outlets. Survey findings also include grocery store spending behavior, coupon usage, product purchasing influencers, banking characteristics and preferences, and vehicle purchasing habits.  

“At EPMG we are proud to be the industry leader in investing our time and resources into annual national African American readership studies.  We embarked on this mission three years ago when it was apparent that the industry was in critical need of quality readership data,” said Robert Bush, vice president of multicultural advertising, Ethnic Print Media Group. “We know Black newspapers are the nucleus of their communities. By conducting this study we can further illustrate to our clients and advertisers the strength of utilizing Black newspapers to reach this audience.” 

The survey polled adults age 18 and over who had read two of the past four issues of their local Black newspaper.