Urban Call Briefs by Lafayette Jones
Soul of the South Black Folks in Southern cities
Second of a three part series
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s we noted in the first article of this series there has been a movement of black Americans returning (retromigration) to the South. Many are finding they live better (the weather is warmer) in this region and others may want to join their cousins who never left. The U.S. Census of 2010 noted that 57 percent of all African-Americans live in the South, the highest percentage in more than 50 years. The South is also the fastest growing region in the country with a total 14 percent increase in population. Atlanta has now replaced Chicago with the second highest number of African-Americans after New York City. Seeing opportunity in this demographic phenomenon, a TV broadcast service, “Soul of the South Network,” plans to launch in 50 markets offering entertainment, sports, news and cultural programming. Some of its Southern cities include Atlanta and Augusta, Ga.; Memphis, Tenn.; Monroe, La. and Orlando, Fla. This is just one example of the importance of target marketing. The concentration of blacks in the South is no mystery when one considers how most of their ancestors arrived on the East Coast. The Old Slave Market Museum in Charleston, S.C., with its massive stone facade, is a stark reminder of some of America’s darkest history. February’s Black History celebrations reminded us of the Civil Rights progress thus far. But marketers, manufactures and retailers should be aware that all black Americans with their unique beginnings have a shared history and culture that is key. That is why in the last article of this series we will discuss “Up South”—cities that have residents who are not geographically in the South, but whose cultural roots are. Some of these include New York, Philadelphia, Chicago and Detroit.
Lafayette Jones
Each month, Urban Call Briefs covers subjects that provide readers of OTC Beauty Magazine with information on multicultural consumers, Hispanics and African Americans, who are the fastest growing consumer segments in the U.S. The mission of this column is to build a bridge of communications and information between manufacturers and retailers and the ethnic consumers they wish to serve better. The column offers resources covering marketing, retail merchandising, consumer research, purchase behavior, fashion and beauty trends, industry events and people, trade association news, new product launches and a potpourri of information designed to help the readers make intelligent decisions about the customers they serve. Urban Call is a registered trademark of Segmented Marketing Services, Inc. (SMSi). For more information, call 336-759-7477 or visit www.segmentedmarketing.com.
The preceeding article is the property of SMSi – Urban Call Marketing, Inc. and may not be reproduced without written permission from the author. February 2012 OTC Beauty Magazine
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