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Radio One Inc.’s gospel station in Atlanta, 97.5 Praise FM, has seen revenue grow 35 percent last year, and churches no longer make up the bulk of the station’s advertisers - in fact, about 90 percent of advertisers on the station are supermarkets, retailers, automakers, and other large companies. That’s just one sign among many that marketers, looking for new ways to reach their target demographics, are increasingly turning to the black Christian market, according to MSNBC.
With 36 million blacks in America - 53 percent of whom attend church regularly - and a buying power that has risen from $585 billion in 2000 to $723 billion in 2004, according to the University of Georgia’s Selig Center for Economic Growth, the market has been a popular one for advertisers to reach out to.
Though only about 15 percent of blacks listen to gospel stations (according to Arbitron Inc.), more than 70 percent of those listeners own their own homes and 17 percent have household income of $75,000 or more, according to Interep National Radio Sales Inc.
Ford is one advertiser hoping to reach families through black churches and gospel music. The automaker is running commercials on the Gospel Music Channel, featuring the Ford 500 Sedan and Explorer. Marc Perry, a Ford multicultural marketing manager, said that Ford does not market to other Christian groups, and that its use of gospel media is to reach black consumers, not a particular religion.
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