BET cries foul, hits lack of ad commitment

Ross, Chuck
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, ps1
Trade Publication
This article presents the views of Louis Carr, executive vice president of broadcast media sales for Black Entertainment Television (BET) on advertising spending on African American consumers and on minority media. He is on a mission to get more ad dollars for BET, and at higher cost per thousand impressions. The point he makes is that too many advertisers and agencies undervalue the African-American consumer. And, if that consumer is not valued correctly, he says, then advertisers and agencies do not want to pay a fair value to reach him or her. Carr is especially aggravated by some marketers, such as Reebok International, which he says are supported by the target audience of BET but which do not, in turn, support BET.


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