Drug czar says $25 mil in ads targeting blacks

Teinowitz, Ira
April 1999
Advertising Age;4/26/1999, Vol. 70 Issue 18, p52
Trade Publication
This article focuses on the response of the U.S. White House Office of National Drug Control Policy to charges of a bias against minority media. Director Barry McCaffrey stated in a letter to members of the Congressional Black Caucus that African-Americans receive the highest exposure rate to anti-drug messages of any audience targeted by the media campaign. Caffrey, who also noted that the rate of drug use among African-American youth is lower than the rest of the population, said his agency is the largest government advertiser in African-American newspapers; one of the top 10 advertisers on Black Entertainment Television; and that its advertisements targeting African-Americans appear on outdoor boards, transit signs, in movie theaters and on an African-American-oriented Web site.


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