DIRECT MAIL NO.1 FOR AFRICAN-AMERICAN MARKET

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[new york] Direct mail is the medium of choice among marketers when targeting the $350 billion African-American market, according to an informal July 1995 survey by the Direct Marketing Association's African American Marketing Group.

Seventy-nine percent of respondents say they use direct mail to reach this group; 67% use print advertising; and 38% use radio.

Catalogs are used by 33%.

The results were based on responses from about 50 DMA members including direct marketers from financial services/insurance; manufacturers, wholesalers and distributors of consumer products; and publications.

About 45% of respondents said their company targets ethnic groups in direct marketing efforts. Among that group, 88% target African-Americans, 58% target Hispanics and 25% target Asians.

About 67% who market to African-Americans said they expect such targeted programs to increase this year over last.

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