The immediate attention given to Norfolk St and Delaware St after signing head coaches Michael Vick and DeSean Jackson, respectively, was great for those schools and HBCU football in general.
But one thing that has generally lacked after attention is finally given to Black content is the utilization of that attention and leverage to coerce the respective media companies into spending ad dollars with Black media outlets to promote the content, event or game.
I have worked in sports and multicultural media for over 25 years, at both big companies and start-ups, so I can fully attest to this fact.
It’s not one party’s fault, though.
On the agency side, which represents movie studios and media companies, it’s a long-standing practice of pushing the Staples “Easy” button so that the same media outlets get the media budgets. This way reps can justify the spend with their clients without having to explain why they included smaller outlets, which in many cases are Black media outlets.
Agencies often employ young buyers who don’t know about Black media companies outside of the popular ones like BET and Revolt, so they push the “Easy” button to keep consistency.
Another incorrect train of thought is that Black people will watch the show in question regardless, so why should they spend money with Black media platforms to promote it.
Or, even more insultingly, they advertise with one Black media outlet so they will get all the Black viewers they need there.
The biggest frustration with agencies is that they don’t value the Black consumer the way they should. Black consumers are a force with, according to Black Enterprise, a purchasing power of $2 trillion.
The other party sharing blame is the Black content creator or owner.
Many times they don’t recognize their leverage and ability to demand that ad spends to promote the content are placed with Black media outlets.
When they don’t make this part of the deal, it essentially gives the agency the blessing it needs to buy with the usual entities. They then rationalize the decision by stating those mainstream entities have Black viewers so they can get the Black impressions/ratings they need there.
This has been a decades long issue for Black media. I have battled it myself so many times that you almost feel immune to the rejection agencies give you.
This is why it’s so important that Vick and Jackson use their power and force companies like ESPN to spend ad dollars with Black outlets, especially independent Black outlets who cover these sports differently, and with more passion, than bigger, more established Black outlets.
And yes, I am including First and Pen on that list, as well as other properties like HBCU Gameday, HBCU Sports, MLBBro, etc.
Last week, it was announced that Vick’s first game at Norfolk St would be a primetime game against Troy on an ESPN network.
