President Clinton is moving to require federal agencies do a better job of using minority media and minority ad agencies. The president on Oct. 6 is set to sign an executive order that seeks to improve the participation of minority- and female-owned businesses overall in federal contracts, but includes new language aimed specifically at advertising. Ad and congressional insiders said late Oct. 5 that the language requires federal departments to ``assure that the creation, placement and transmission of federal dollars is fully reflective of the nation's diversity.'' The order calls on federal agencies to devote ``special attention'' to ad placement in publications, TV and radio for ethnic markets. It also says that federal agencies should pay minority media ``commensurate with fair market rates in the relative markets.'' The moves come after several years of criticism that the federal government was giving short shrift to ethnic ad agencies and criticism that marketers have been unwilling to pay minority media comparable costs per thousand to those paid for other media.
Copyright October 2000, Crain Communications Inc.