Title: president, Nia Direct, New York.
Insight: Black consumers receive far fewer mailings than the mainstream, and their response rates are much higher. Blacks react favorably to mailings specifically tailored to their tastes, interests and lifestyles.
Tip: Capitalize on market realities. Many blacks feel they're under surveillance in department stores and malls, but catalog marketers don't target them.
Hot products for targeting blacks: Jewelry, fashion accessories, music, books, educational materials and software emphasizing African-American culture and lifestyle. Carmakers are missing huge opportunities.