“Marketers who read this book will have a solid primer for understanding niche marketing, as well as a primer for marketing to an ethnic community…Any marketer looking for connection with the African American consumer will have gold reading Black Is The New Green.”—Small Business Trends
“In Black is the New Green, Andrea Hoffman and Len Burnett offer astute insight into one very powerful demographic shift that is driving the trend toward niche marketing – and they provide compelling and cost-effective strategies for reaching this emerging new affluent niche. They make the case that target marketing is no longer simply 'nice' to do, it is a 'need' to do – and, using recent, successful case studies to illuminate each step, they show you how.”
—Jim Clifton, CEO, The Gallup Organization
Leonard E. Burnett, Jr. is co-CEO and Group Publisher, of Uptown Media Group and VIBE Lifestyle Network. UPTOWN Magazine is a bi-monthly publication for urbanites focusing on the lifestyle and culture of AAAs –which also comprises UptownLife.net, the interactive website, as well as Uptown’s signature and advertiser sponsored upscale events, and Uptown Social. Len is a pioneer in the urban media space, and has been transforming marketer’s perceptions of the importance of reaching the underserved urban audience for twenty years.
Andrea Hoffman is founder and CEO of Diversity Affluence, a research, marketing communications and business development consultancy that helps brand managers, marketers, agencies, entrepreneurs and business development and media executives to understand and market to affluent ethnic consumers. She is a marketing strategist, trend forecaster, and consultant with over 23 years of experience in marketing communications. She has worked with brands such as Scholastic, Sony Electronics, Mercedes-Benz, BMW NA, NASCAR Café, Hachette Filipacchi Magazines, ALMA Awards, Nashville Entertainment Association, Alliance Bernstein and Fox Television. Andrea serves on the Board of Evidence, A Dance Company.