Coup: Helping build one of the nation's premier events in just four years through an African-American women's magazine, and getting a new lead sponsor: Coca-Cola Co.
Growth strategy: Using events to target diverse audiences and provide product demonstration, sampling and promotional opportunities for advertisers.
Insight: Events must generate additional revenue while driving the magazine's brand. Powerful event marketing opportunities are never free.
Opinion: Advertisers are waking up to the fact that ethnic women are crucial to success in selling cars, cosmetics and consumer electronics. By 2000, more than one-third of all young adult consumers will be black, Hispanic or Asian.
Forecast: African-American women are starting to spend more on travel, financial services and computers.