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By Published on .

At a forum last week during the Congressional Black Caucus, executives of minority-owned ad agencies questioned whether advertisers and agencies were adequately using minority media.

"The urban black culture is the driving force in American culture," said Byron Lewis Sr., chairman-CEO of UniWorld Group, New York. "They know it and we know it."

Mr. Lewis questioned why, given the importance of the trendsetting nature of the consumer group, marketers shouldn't be spending more money, and not less, to woo minority consumers.

Somewhat in answer to that, Samuel Chisholm, president-CEO of Chisholm-Mingo Group, New York, suggested that many marketers treat the black consumer as "a dark-skinned white person who doesn't need extra creative," referring to the position of some advertisers that advertising in general media reaches all U.S. consumers.

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