Advertising Executives Grade Success Stories In Ethnic Media Marketing.

Bob Wehling, retired global marketing officer of Procter & Gamble, and other experts in advertising and social marketing offer feedback to a dozen media exhibiting their best marketing campaigns at the NCM EXPO 2005 in New York, the First National EXPO of Ethnic Media. Joining Wehling, the panel includes top executives from The Communications Network, the American Association of Advertising Agencies, Ford Motor Company, Kaiser Permanente, and Southern California Edison.

New California Media (NCM), the Independent Press Association-NY and Columbia Graduate School of Journalism are bringing together ethnic media from across the country to showcase the best marketing campaigns at Columbia University’s Lerner Hall on Thursday, June 9, 2005. Nearly 100 ethnic and youth media groups from across the country are exhibiting the partnerships they’ve developed to turn business around, build audience and serve their communities. These exhibits provide glimpses into the unparalleled reach into diverse markets ethnic media provide.

“The critical issue of drug abuse provides just one example of how a strategic partnership can deliver socially significant results,” says marketing director Peter Wiezalis of Indian Country Today, one of the few national Native American publications in the country. Indian Country Today (ICT) partnered with G&G Advertising and the federal Office of National Drug Control and Prevention to bring socially relevant messaging to a community plagued by drug and alcohol abuse. ICT was able to strengthen the message through its own editorial coverage, a synergy that comes when advertisers bring socially significant messaging to targeted communities through the media.

The country’s largest cable company, Comcast, is highlighting its Tsunami Relief Campaign, a partnership with TV Asia, Zee TV and AZN Television (formerly the International Channel) that resulted in $10 million in airtime donated to relief organizations and $100,000 donation split between the United Way and the American Red Cross. Comcast Ethnic Marketing Manager Natalie Rouse says ethnic media in the United States were key to communicating to their customer base.

“My customers are ethnically diverse. I am going to use ethnic media to get my message to my customers. This effort was extremely successful and the ethnic media played a key role,” Rouse says.

The EXPO also features workshops and panel discussions such as, “Use It or Lose It — Capturing the Swing Vote Through Ethnic Media,” “The Internet Edge of Advertising,” and “Lessons of the Armstrong Williams Case — Keeping the Firewall.”

For more information at http://expo.ncmonline.com

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