Here’s the official response from GlobalHue, answering allegations that were made last week:
March 15, 2010
Contact: Angela Spencer Ford
GlobalHue’s Statement Regarding NNPA Allegations
GlobalHue has long respected the Black Newspapers and their value to the Black community. We are however concerned about the recent allegations from some members of the National Newspaper Publisher Association (NNPA) – also referred to as the Black Press – which was subcontracted by GlobalHue to negotiate and execute all Black newspaper buys for the 2010 Census.
In 2009, following a competitive selection process, the National Newspaper Publishers Association (NNPA) was selected to manage the Black newspaper buy. The NNPA is headed by Mr. Danny Bakewell, publisher of the Los Angeles Sentinel. The NNPA was selected as a subcontractor because of their extensive knowledge about the Black newspaper business. The NNPA is receiving payment for their services, and Mr. Bakewell is one of two NNPA subcontractors actually conducting the work on behalf of the Census Bureau.
In close consultation with GlobalHue, NNPA conducted negotiations with media properties for ad placements. NNPA also made recommendations to GlobalHue on what the terms of the agreement with the media vendors should be. One of the items in the negotiations was the added value the media vendors would offer. All of the more than 3,800 media vendors participating in the 2010 Census media buy were asked to provide added value. This is a standard industry practice and an important factor in informing the public about the Census.
With regard to added value from the Black newspapers, in a proposal dated 12/31/2009, NNPA recommended that GlobalHue request participating Black newspapers promise the following:
“In lieu of free advertising added value, I recommend we ask all participating newspapers to promise to run, during the paid advertising campaign, at least 6 news articles and 2 editorials stressing the important of completing the 2010 Census. African American/Black readers believe in the Black Press. African American/Black readers have been guided by and represented by the Black Press for more than 100 years. The combination of paid advertising and the Black Press endorsement will have great success in increasing the completion ratio.”
GlobalHue accepted the NNPA’s added-value recommendations and issued insertion orders to all newspapers accordingly. The added value guidelines as recommended by the NNPA led to concerns by a few representatives of the Black newspaper community.
In response, GlobalHue amended the value added guidelines and new insertion orders were submitted to all of the newspapers that received the original insertion order. While the new insertion order asked that every paper make an effort to include articles/editorial pieces about the 2010 Census, it also made it clear there was no quid pro quo for advertising buy.
Of the $23 million Black Audience paid media plan, Black newspapers are receiving 11 percent of the ad dollars for this audience. At this time, 173 African American, African, Caribbean and Haitian newspapers in 64 markets across the country are being engaged in the buy.
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