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The Federal Communications Commission report detailing evidence of discrimination in buying minority media exposes the need for immediate action by corporate CEOs, the Rev. Jesse Jackson told attendees last week at the Rainbow/Push Wall Street Project Conference in New York.

"It's a step in the right direction," said the Rev. Jackson. "It gives further legitimacy to what we have seen as a longstanding problem."

"Until the leaders of these companies direct their agencies to cease these practices, the problems will continue," said Tom Castro, president of Los Angeles-based El Dorado Broadcasting, which owns several radio stations. "They are responsible for the final result."

Burrell Communications Group Chairman-CEO Thomas Burrell urged minority media to stand firm on pricing.

"As long as we sell media at a lower price, the companies and agencies are going to buy it," he said, suggesting minority media might still be bought even if prices are not steeply discounted.

The conference on minority issues was sponsored by the Rev. Jackson's Rainbow/Push Coalition and featured President Clinton and FCC Chairman Bill Kennard.

Being held today is the Invitational Summit on Multicultural Markets & Media, sponsored by the Rev. Al Sharpton's National Action Network, the National Hispanic Caucus of State Legislators and the Asian-American Business Development Center; and co-sponsored by the three major ad groups. Advertising Age is contributing to costs.

For a while last week, the Rev. Jackson's invitation to Katz Radio Group President Stuart Olds to be part of the ad panel at his conference put him at odds with the Rev. Sharpton. Last year, the Rev. Sharpton disclosed a Katz Media training memo telling WABC radio managers how to sell against minority media.

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