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The Absurd Notion of Black Buying Power

and the Folly of Black Advertisers


By Marlon Aldridge, Sr.


“African-American’s Buying Power Projected to be $1.1 Trillion By 2015” (Black Enterprise)


Lately Black advertisers, especially those affiliated with the National Newspaper Publishers Association, report or commission studies about Black buying power. This is a manipulative practice (e.g., propaganda) used by Black advertisers in an attempt to convince big retail executives to spend advertising dollars with them because they supposedly have access and nuance understanding of the Black consumer market. My thought is this. In trying to manipulate big retailers, Black advertisers are unknowingly perpetuating negative perceptions they have of Blacks anyway (e.g., Blacks are poor because they spend all their money). Propaganda is the most efficient and productive method used by “power” groups to control “out of power” groups (e.g., American ethnic groups, especially Blacks). Imagine exerting very little effort to get a group of people to think negatively about themselves without them perceiving that you are doing so. Nothing else gets the job done better. Here’s another assessment of the subtle message propagated by the media and Black advertisers. Read more

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