Black Business Ink is a business resource and guide published monthly to keep readers informed of key news, events, and other goings-on in the vibrant African American business community. The magazine’s mission is to be a valuable resource for minority business development and to inspire black business development and growth. African American-owned businesses are valuable assets to the vibrancy of the overall business community. However, often the only time an article is written about hardworking, successful African American businesspeople is on the obituary pages or after the business has failed. On a monthly basis, Black Business Ink does its part in making readers – potential customers – aware of these businesspeople and the products and services their company provides in hope of keeping them from failing. We believe that knowledge is power; if you do not know that a black-owned business exists, then there’s no way you can patronize that business. We do our best to make readers in the Piedmont Triad aware that black-owned businesses not only exist but offer just about any product or service you may need. We are excited about providing this service, and we hope that you will support us in our effort to make a difference by becoming a loyal advertiser and subscriber to Black Business Ink. The magazine was founded in 2003, and is the only African American, four-color monthly magazine dedicated to serving the business community in the Piedmont Triad of Greensboro, High Point and Winston-Salem. Our aggregate circulation over a twelve-month period is nearly a quarter-million readers.
Black Business Ink’s Uniqueness
• Black Business Ink magazine is the only full-color, monthly, business publication serving as a resource and guide exclusively for Piedmont Triad black businesses and businesspeople.
• Black Business Ink magazine is a poignant publication that highlights success stories of African American businesses and businesspeople throughout the Piedmont Triad to inspire businesspersons, entrepreneurs, and aspiring entrepreneurs.
• Black Business Ink magazine advertises products and services and reports on regional business news that will assist in meeting the cultural needs of African-American consumers and assist in creating economic wealth within the African American community.
• Writers and columnists of Black Business Ink magazine have extensive knowledge and understanding of the African American consumer market and are trusted professional sources.
• Black Business Ink is locally owned and locally produced, while offering its readers and advertisers the glossy look and slick design of a national publication.
businessbusinessink.com was launched on the World Wide Web in
September 2011, shortly after the eighth anniversary of the magazine’s print edition. blackbusinessink.com provides non-subscribers of the print magazine much of the content free of charge. Print subscribers, however, are privy to many interesting articles about African American businesses and businesspeople that may not appear on blackbusinessink.com. blackbusinessink.com also utilizes the social media services of Facebook and Twitter to meaningfully engage its followers. The site consists of several channels, including: Business Profiles, Business Briefs, Finance, HBCU Watch, People and Features. Followers of blackbusinessink.com have the opportunity to nominate a small, minority-owned business for Business of the Month, which may lead to an online profile. blackbusinessink.com also provides real-time financial information from the New York Stock Exchange and the NASDAQ Stock Market.
Black Business Ink Events
Black Business Ink Events produces custom events, from finance seminars to black-tie galas, attracting persons from the grassroots looking to learning about launching a home-based business to high-level decision makers.
Black Business Ink magazine has been in circulation since May 2003. It is locally owned and locally produced, but provides its readers and advertisers the content, analysis, layout and design that would rival many national magazines. Black Business Ink magazine inspires its readers and fosters black business development by providing insightful information from the many profile cover stories of successful African-American business leaders. Thousands of copies of Black Business Ink magazine are distributed at more than 350 high-traffic locations in the Piedmont Triad, as well as by subscription throughout North Carolina. Our distribution points include but are not limited to churches, recreation centers/health clubs, restaurants, colleges/universities, downtown Winston-Salem, downtown Greensboro, downtown High Point, health-care facilities, hair salons, barbershops, libraries and professional offices. Its aggregate circulation over a twelve-month period is approaches a quarter-million readers.
• The median age of the average Black Business Ink magazine reader is 40.
• College age readers – 14 percent
• Readers between 25 and 44 years – 42 percent
• Readers between 45 and 64 years – 28 percent
• Readers 65 and above – 12 percent
Black Business Ink magazine’s readers, on average:
• have a median income of $52,000
• are professionals that have graduated from a four-year university (78 percent)
• consider themselves middle class (78 percent)
• are middle-aged (average age of 41)
• own homes (82 percent)
• attend church (88 percent)
• use cell phones (94 percent)
• use home computers (77 percent)
Effectiveness of Magazine Advertising
• Magazines generate ad awareness more cost-efficiently than does television. As the greater share of budget given to magazines instead of TV increases, so does the greater the cost-efficiency. The higher the proportion of the budget allocated to magazines, the greater the benefit – up to 30 percent 50 percent of the budget, at any rate. Several studies indicate that at least 30 percent of the budget should go into magazines. (International Federation of the Periodical Press)
• A study reported by G&J USA Publishing and Millward Brown International concluded that the magazine reader actively chooses to read the ad and deliberately evaluates the relevance of the message to his or her needs. The information immediately becomes something that the consumer ‘knows’ about the brand, and compared with television, it is less likely to exist as a memory of an ‘advertisement.’ The consequence is that, for print advertisements, the understanding of product messages is a more appropriate criterion of advertising effectiveness than is ad awareness. (View endorsed by the International Psychoanalytical Association, 1986)
• The “Quality of Reading Survey” has shown that a single copy of a magazine is picked up by a typical reader an average of five or six times, spread across three different days. As a result the average page is looked at 2.4 times. To an advertiser, this means that the reader has more opportunities with the one advertisement to get the reader to understand and accept the product messages. (International Psychoanalytical Association, 1998)
• An international study regarding mixed-media synergies revealed that print advertising could affect and enrich what is understood from television advertising when it is seen after exposure to the print advertising. Print can lead people to perceive TV commercials in new ways, thus making the television commercial work harder. (International Psychoanalytical Association, 1987)
• The ‘Measuring Magazine Effectiveness’ study performed in 2001 by the Magazine Publishers of America (MMP) and Media Marketing Assessment (MMA) concluded that magazines play a synergistic role in combination with other elements of the marketing mix. The resulting effectiveness indices were Magazines: 1.2, Television: 0.8 and Radio: 0.7, meaning that on average, across all the measured campaigns, magazine advertising was approximately 40 percent more effective than television advertising and approximately 60 percent more effective than radio advertising. (International Federation of the Periodical Press)
• A mix of television and print will deliver a better balance of reach and frequency than television on its own. This is a universal worldwide phenomenon based on data from more than 50 countries. (International Federation of the Periodical Press, 2003)
Why Advertise with Black Business Ink?
• Target Market: Black Business Ink magazine provides advertisers a viable market of African American customers to help your company achieve its marketing goals.
• Marketing Mix: Black Business Ink magazine provides advertisers exposure to a diverse market of African American businesses, mainstream corporations, colleges and universities, small businesses, women-owned businesses, business professionals, nonprofit organizations, churches, and family households.
• Distribution Strategy: Black Business Ink magazine utilizes grassroots distribution channels that ensure your company’s products or services will reach its intended audience in the highly competitive Piedmont Triad market.
• Promotional Strategy: Black Business Ink magazine is a viable medium to communicate and advertise your company’s product and services, as well as to promote your company’s social contributions to the African American community that could yield repeat business and customer loyalty.
• Social-Cultural Awareness: Black Business Ink magazine is a source to keep you aware of the unique needs and trends of the African American target market, as well as critical social issues that affect the economic development of the African American community.
• Profitable Business Opportunities: Black Business Ink magazine’s readership provides your company viable marketing opportunities that will not only yield increased sales, but harvest rewarding business partnerships and consumer relationships.
• Regional Advertising Campaigns: Your company has the opportunity to partner with Black Business Ink magazine in designing creative advertising campaigns to help capture submarkets within the African American community across the competitive Piedmont Triad that best fits your product or service.
• Proportional Spending: African Americans continue to increase their spending in proportion to their rising income. While other ethnic groups are growing in population, African American consumers are still out-spending all other groups in apparel, food, beverages, cars, and trucks, home furnishings, telephone service and travel. (Target Market News)
• Women Buying Power: The purchases made by African American women are the single-biggest influence on the growth of African American spending. With more income to spend, African American women have increased expenditures in categories in which they are the dominant buyers. These include child care, personal care products, gifts, food, women’s apparel, and women’s footwear. (Target Market News)
Black Business Media, LLC
In addition to being the publishing arm and parent compan of Black Business Ink magazine, Black Business Media is an up-and-coming concern that combines advertising, marketing, graphic design, event planning, public relations, and media training to deliver positive results to a vast network of businesses and business leaders in an analytical way and though a variety of distribution capabilities and multimedia platforms. For more information, please visit http://www.blackbusinessmedia.com.