My Two Census

Formerly the non-partisan watchdog of the 2010 US Census, and currently an opinion blog that covers all things political, media, foreign policy, globalization, and culture…but sometimes returning to its census/demographics roots.

Posts Tagged ‘NNPA’

Official response from GlobalHue…

Tuesday, March 16th, 2010

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.

# # #

Official Census Bureau Response To Charges That Ad Agency Traded Ads For 2010 Census Coverage

Monday, March 15th, 2010

In response to last Friday’s allegations of improprieties and scandal involving ad agency GlobalHue’s dealings with newspapers, Census Bureau PR man Stephen Buckner provided the following response:

The National Newspapers Publishers Association (NNPA) was actually hired by
DFCB and the Census Bureau last year to handle Black/African American
newspaper media buys.  The request for their members to provide the Census
Bureau with added value originated with NNPA, which was paid $195,000 as
one of the two contracted media buyers for the Black audience.  In fact,
all of the more than 3,800 media outlets selected in the 2010 Census
advertising buy were asked to provide added value, which is a standard
industry practice.  Each media buyer made it clear that this was voluntary
and that each media outlet would get credit for any previous coverage they
may have run prior to the buy.

Black newspapers are receiving about 11 percent of the total ad dollars for
this audience despite media consumption research showing that they only
spend 6 percent of the their time reading newspapers.  About 80 percent of
the media budget is being targeted among popular Black television and radio
programming.

Mindful of taxpayers dollars, the Census Bureau leveraged it’s $133 million
advertising campaign to secure nearly $30 million in free advertising –
all of which is an attempt to increase public awareness and motivate every
household to mail back their 2010 Census forms.  In fact, if everyone
mailed back their form, taxpayers could reduce the cost of the census by
$1.5 billion.

A Failed Campaign: 2010 Census Ad Dollars Are Inadequate For Minorities

Wednesday, July 8th, 2009

On April 29, the left-wing 2010 Census advocacy group The Census Project published a piece by Terri Ann Lowenthal (who served on President Obama’s transition team) that discussed the ethnic media’s perception that 2010 Census advertising efforts had gone seriously awry. Lownthal writes, “A panel of stakeholders advising the Census Bureau on the 2010 census paid advertising campaign issued a vote of “no confidence” in Draftfcb, the prime contractor responsible for the Communications program, which includes advertising and outreach to promote participation in the census.  The Joint Advertising Advisory Review Panel (JAARP), comprised of representatives of the Census Bureau’s official advisory committees, met last week to review proposed ads Draftfcb developed for the national census promotion campaign. The Census Bureau’s five Race and Ethnic Advisory Committees (REACs), representing communities of color that are at higher risk of undercounting in the census and other Census Bureau surveys, concurred with JAARP’s ‘no confidence’ statement with respect to Draftfcb’s creative materials for the 2010 census general campaign, at their biannual meetings held later in the week.”

Then, today, I came across an article from Frost Illustrated, an African-American publication, that described how the black community feels  they have been failed by the 2010 Census advertising efforts:

Census ad dollars ‘not enough’ black publishers say

By Pharoh Martin
NNPA National Correspondent

MINNEAPOLIS, Minn. (NNPA)—Rick Wade, deputy chief of staff and senior advisor to the U. S. Commerce Secretary Gary Locke, was met with a bit of displeasure from black publishers June 26 as they expressed that the government’s Census advertising plan for black newspapers was insufficient.

Wade announced to members of the National Newspaper Publishers Association that out of an estimated budget of more than $24 million dollars for black media advertising only $1.6 million will be spent with black newspapers.

The funds are to be used to assure an accurate count in difficult to count communities, such as among African Americans and Latinos.

“That’s not enough,” one publisher said quickly in response to Wade’s announcement. Another publisher did the math and equated that the estimated numbers will do nothing if split among hundreds of newspapers nationally. At the most it will only buy one ad, she said.

As others chimed in during a question and answer period, Wade assured the audience representing more than 200 black-owned newspapers that the proposed budget is not yet final.

“These are just estimates,” he said. “We believe we have sufficient funds to ensure an accurate count.”

Dorothy Leavell, publisher of the Chicago and Gary Crusader Newspapers, and chair of the NNPA Foundation, then addressed another concern.

“Ten years ago, we ran your ads and didn’t get paid,” she said. “We are a significant part and we want to be counted.”

Wade assured, “These are paid advertisements so you will be paid.”

The intense, but courteous discussion underscored a long-standing contention by black newspaper publishers that they are often undercut by advertisers—including the federal government.

Wade told the group that he understands that black newspapers are not only press but they are also businesses and that it is in the interest of the Department of Commerce to advance businesses.

According to the temporary budget, the $24.7 million being allocated for black population media advertising during the census count will be split three ways. Black population media includes Black- American, Carribean-American and Black-African media outlets, according to Wade. The budget is comparable to the Latino media allocation of $27 million dollars.

The advertising campaign will begin in the fall and will end August 2010. The Census Bureau will adjust and reallocate unused money until it runs out.

The Department of Commerce will be pushing their message about participating in the 2010 census through a large advertising campaign in order to reach the “hardto- count” populations.

Wade spent most of his speech before America’s premier black publishers organization explaining the specifics of the 2010 Census and promoting the importance of $5 billion slated to broadband employment for the black community. But the information surrounding the Census’ advertising campaign is what caught the ears of the dozens of black newspaper publishers in attendance.

Following the breakfast the Census Bureau hosted a seminar called Advertising and Ethnic Media, in which, the Bureau gave more specifics about the process of securing an advertisement buy during the 2010 Census advertising campaign.

Contract management chief Kendall Johnson said as long as the media entity is solvent and has been in business at least a year it would qualify for ad money.

“We’re not looking for metrics. We’re just looking that you can reach the people you say you can reach,” she said.

The advertisements will be placed through multi-cultural advertising firm Globalhue and a pairing of smaller advertising firms. The smaller firms are being used because law states that 40 percent of the $326 million dollar contract’s budget must be spent on small businesses.

And even though 51 percent ad budget will be allocated to ethnicowned media some publishers fear that the money will not make its way down to community papers because many black newspapers have not had positive business experiences with Globalhue.

“We’re not being represented by that agency,” said a publisher who spoke but did not identify himself. “We have our own ad agencies that haven’t excluded us and put us behind the eight-ball. So it’s not [that] we don’t trust [the Census Bureau]. We don’t trust the guys you are doing business with.”