EssenceCommunications Inc. is one of the corporations that target the African American market. The reason for Essence's strong performance, despite a weakening market condition has to do with its target market.
In the 1990's Essence Communications put in place a market research strategy designed to bolster the firms insistence that advertisments targeting minority groups were a good investment. To this day, the firm has a focus group of Essence readers who complete a extensive survey about what types of products and services they purchase.
During 2001 one of the biggest changes in the landscape was the ascension of ethnic media. Bouyed by the growing number of wealth of their constituents, ethnic media outlets, they began to catch up to their mainstream rivals.
What is the target market?
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