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The Future, The Past, The Present

Radio One

June, 2008

Black America Today

1



Black America Today - Contents

•Background & Scope

•Black Future•Black Past

•Black Today

•Media & Technology

•Advertising •Segments

•Methodology

2



Top Line - Background and Scope

3



Black America - Why We Did This Study

• In this digital age, there is a growing beliefthat all customer types can be subdivided -into tiny niches - that allow targeting basedsolely on what someone wants to buy.

• This has lead some researchers to overlookthe importance of what motivates behavior -the why - especially the emotional andcultural aspects - and how they provide thebasis for deeper understanding.

• We did this study for 2 reasons - 1) to learnmore about these motivators - to segment our large and growing Black and African-

American audience - so that we couldilluminate the diversity that exists in Black America and 2) to help Radio One to identifynew opportunities to serve the African-

American community.

4



Black America - Research

• Big and Accurate. This is a hugestudy - the sample of 3400 is thebiggest ever used for segmentationof Black and African Americans.

• Complete. Full picture - age 13 to74. Only known study to includeboth teens and 55+.

• Comprehensive. Media, attitudes,plans, race, future.

• Reliable. Researched by topexperts at Yankelovich -one of themost respected researchcompanies in America - a leader inconsumer research for 50 years.

5



Research Specifications -

Who We Interviewed

• Black/African Americans age13-74.

• Very detailed questionnaire - over100% longer than most nationalsurveys - 58 minutes on the phone.

• Multi-level mathematical analysesincluding segmentation usinglatent-class analysis.

• Segments profiled withYankelovich Multi-Cultural Studywhich added a lot of extra product

category data.

• Surveyed by phone and internet toassure very high degree ofstatistical accuracy.

• Consistent with African-AmericanUS Census.

6



Black America Today - Scope

• We gathered over 300,000 important

pieces of data - each one a valuable

insight - generated by over 6000pages of answers to hundreds ofquestions.

• This gave us both a 30,000 foot view and it let us drill down.

• This summary presents the 30,000foot view.

7



Top Line - The Future and The Past

8



We Saw Black People ...

• Dreaming . Their future. Theirplans. Together. And as individuals.

• Living . Jobs, school, home,famil ies, among Blacks and among

non-Blacks.

• Buying . Cars, iPods, homes,clothes, HD TVs, insurance, banking,computers and more.

• Connecting . Online. Radio. TV.Print. In the community. At church.

• Thinking . Voting. Trusting andmistrusting. Teaming up andworking alone.

• Hurting . S ick, stressed, worr iedabout money, worried about theirk ids.

9



Black Future

• Most Blacks and African Americans(70%) have a plan for their future -even teens.

• A majority (60%) say ‘things aregetting better for me’.

• They are ‘confident to do their ownthing’ (73%) and trust God to takecare of things (79%).

• They agree that education is

important - 82% consider it a key tosuccess.

• A majority (54%) are optimistic

about the future of Blacks.

10



Black Past

• Most (75%) say it’s important to take

advantage of the gains won by

previous generations of African- Americans.

• A majority think things got better

since the Civil Rights struggles ofthe 60s. And, 1/3 don’t.

• About 2/3 think the history of

slavery makes Blacks different.

• So, most (79%) preserve

traditions associated with music,

culture and food.

• Almost everyone (88%) has

enormous respect for theopinions and desires of older

family members.

11



Top Line - Black Today

12



Black Today - Demographics - Households

• The average household has just over 3 people living in it.

• Just over 60% are parents and1/2 of these are single parents.

• Over half live in a single family

home and 30% live in anapartment.

• About 1/3 live in the suburbsand 1/2 in the city.

13



Black Today - Education and Income

• Among 18+, 34% have at leastsome college or a 2 year degree.

• An additional 21% have a BA orhigher.

• Almost 1/3 of all Blacks makemore than $50,000 a year.

14



Black Today - Solidarity

• Most (71%) think it’s important

‘to stick together to achieve

gains for their community’.

• Many (64%) prefer businessesthat give back to the Black

community.

• And, 6 in 10 believe that, withvery few exceptions, problems inthe Black community can be

solved by Blacks themselves.

15



Black Today - Individuality

• Even though many believe in solidarity,

84% think ‘Blacks need to be more

responsible for themselves as

individuals’.

• Just under half (46%) strongly agree that

‘the only person I can count on is

myself’.

• And, most (73%) strongly agree that ‘I

have the confidence to do my own

thing’.

16



Black Today - Diversity

• About half of all Blacks are likely to havemostly Black friends or interact mostly withBlacks at school and work.

• And, about half strongly agree that ‘Black

children should have Black role models’.

• More than half (60%) say it is important tobe accepted by other races and

ethnicities.

• Only 3 in 10 prefer being around people ofthe same race.

17

13-17 29-4218-28 43-62 63-74

39% 26%28%30%35%

% who Say at least Half of their Close Friends are NOT Black



Black Life - Discrimination

• Even though a minority (24%) have

been personally discriminated against in the past 3 months...

• ... Most (82%) believe it is ‘important for

parents to prepare their children for

prejudice’.

• There are more who agree that ‘too

much focus is put on the oppression

of Blacks’ (44%), than those who don’t

agree (34%).

• Among teens, 52% think there is toomuch focus on the oppression ofBlacks.

18



Acting Black

• Most Blacks are comfortable being

Black - only 10% feel the need to hidetheir Black identity.

• But they don’t need to ‘act Black’either.

• Barely 1 in 4 act differently with eachother compared to when they are withother ethnic groups.

• Almost half (48%) say Black slang should be avoided since it puts

Blacks at a disadvantage (teens areless likely to agree).

19



Black Life - Money and Finances

• Even though 8 in 10 pay their bills

each month, only 3 in 10 feelfinancially secure.

• Many (72%) want to learn moreabout how to invest.

• Yet, nearly 50% say banks and

other financial institutions don’t

understand their needs.

• And, only 8% trust credit card

companies.

20



Black Life - Health

• About 1/2 say they have ahealthy lifestyle - yet under 30%play sports or work out.

• Most have health insurance ofsome sort (83%).

• Many have a family doctor -

including 66% of women and52% of men.

• And, 40% of all online Blackssearch the internet forinformation about health andmedicine.

21



Black Life - Stress

• The biggest cause of stress is

money (53% say it’s a big cause).

• Kids are a cause of stress

including - well-being of kids (49%of parents are stressed worryingabout it) and planning for their

future (41%).

• Health (40%) is high on the list ofstressors.

• Among 13-17s, 55% are very

stressed by school and 40% by

their parents.

22



Black Life - Faith

• Most Blacks describe themselvesas Christian (83%) although only41% go to church at least once aweek.

• 1 in 10 say they have no religion or that they are atheists oragnostic.

• Among men, 47% strongly agreethey are not as religious as their

parents(36% of women alsostrongly agree).

23



Black Life - Trust in Institutions - Fairness

• The education system and Black

media get the highest level of ‘trust

to treat you and your family fairly”.

(around 30% agree they trust them).

• The Health care system and Banks

and financial institutions are tied for

#2 (24%).

• Police, Government, Mainstream

media and the Criminal justice system range between 12-16%.

• Credit card companies get the

lowest (8%).

24



Black Life - Social Responsibility

• Be a Role Model. Most (66%)agree that ‘someone who becomessuccessful or famous has aresponsibility to be a good role

model’.

• Money isn’t Success. Very few(14%) agree that the only meaningfulmeasure of success is money.

• Accept Other Lifestyles. Only 50% agree that people of the same sexshould not be allowed to marry.

• Teens are more accepting - only36% agree they should not marry.

25



Top Line - Media & Technology

26



Black Media - Trust in Media

• African Americans aremore than twice as likelyto trust Black media as

they are to trustMainstream media.

• Nearly 30% really trust

Black media and only13% really don’t.

• Only 13% really trustMainstream media and30% really don’t.

27



Black Media - Understand Me Better

• Black media is perceived as different fromMainstream media.

• Only 1 in 3 strongly agree that Blacks are

portrayed the same way by Black and

Mainstream media. In other words, Blackmedia is different.

• Most suggest that Mainstream media still

reinforces Black stereotypes and thatMainstream media aren’t doing a good job

of portraying Blacks in a positive light.

• But, Black media isn’t off the hook - half

(50%) don’t relate to the way Blacks areportrayed on most Black TV shows.

28



Time with Media - Weekly

• 80% of all weekly Blackmedia time is spent with TV,

Radio or Internet.

• Time with TV - 45 hours aweek on average.

• Time with Internet - 31 hoursa week on average.

• TIme with radio - 22 hours aweek on average.

20%

18%

26%

36%

TV Internet

AM/FM Radio Others

‘Others’ includes: all reading, listening to music,

watching DVDs, video games and satellite radio29



Media Consumption - Share of Hours

3026%

How to read: Of all the

time Blacks spend with

media, 36% is spent

with TV



Black Media - Radio

• Almost everyone listens to radio (87%) ina typical week, including teens (91%).

• The most listened to formats are R&B,followed by Gospel and then Hip Hop.

• Women listen to R&B (39%) more thanmen (24%).

• Women favor Gospel (27% listen)compared to men (17%). Over half ofthose aged 62+ listen to Gospel.

• Hip Hop is heavily concentrated amongteens (52% listen) and 18-24 (33%).

• Smooth Jazz is mostly concentratedamong those 43+ (16% listen).

31



Black Media - TV

• Most households have cable or

satellite - 84%.

• Among all households, 81%watch Black TV channels

weekly (at least 1 of 5 ‘select’Black channels*).

• Of all TV time, 1/3 is spent on

‘select’ Black channels.

• And, 40% named at least one

Black TV channel in their top 5most-watched.

32

*Select Channels - BET, BETJ, TVOne, CW/UPN,VH1Soul



Black Media - Extended TV

• When they watch TV, many havea computer handy - 48% are

online or on a computer at leastonce a week when watching TV.

• Computer multitasking goesdown with age.

• Almost 1 in 3 timeshifts - 28%

watch a show at least once aweek that has been recorded ona DVR.

33



Black Media - Internet

• The Digital Divide doesn’t exist

anymore.

• Among all Americans, 71%* areonline.

• Among African Americans age13-74, 68% are online.

• Among Black teens, over 90% areonline.

• African Americans caught up in

the past year. 0

20

40

60

80

All Americans

African Americans

* PEW March 2007

34

20 million



Black Media - Internet Activities - Monthly

• E- mail is still tops - 18 million aree-mailing.

• And 14 million are researching products - with 12 million shopping.

• Over 11 million visit Black Websites or Social Networking sites.

• Over 10 million enter Contests orvisit Music sites.

• 9 million visit job search sites.

• 6 million listen to a local radio

stations.

35



Black Media - Print

• More than 60% read a magazineduring a typical week.

• Among those making over $50ka year, 70% read a magazine.

• Nearly 9 in 10 spend more thanan hour reading magazinesevery week.

• In general, magazine readers are

older (over 50) and lowerincome.

36



Technology - Closing the Gap

37

How To Read: Right now, 22% of 43-62 year olds have a laptop. Nextyear, another 20% will buy one (either a new one or for the first time).



Top Line - Advertising

38



Advertising Sources - Top 3

• To learn about products, peopleuse many sources.

• 3 sources almost tie for #1 with

women - TV advertising, friendsand church (around 40% each).

• 2 sources almost tie for #1 with

men - TV advertising and friends(around 40% each).

• Friends are #1 among 13-28s.

39



Advertising Persuasiveness - Top 2

The 2 most powerful persuaders

are...

1. Ads that show the benefit of aproduct.

2. Ads that send a positive

message to the Black

community.

40



Top Line - Segments

41



Black Today - Measuring and Understanding

• Like any large group of people, African- Americans share some things in commonand are distinguished by their ‘differences’.

• They often have different outlooks and

different needs.

• As a group, they have usually been

measured by age, gender or income and

then understood by this simplistic metric -for example, a 40 year old woman who

makes $75,000 annually is a measurement.

• But, people are best understood by using a

tool called segmentation. It is a richer,more robust way of understanding any largegroup of people.

42



What is Segmentation

• Until recently, most people have been‘understood’ by simple measurement - howold is my viewer, how much money does mylistener make, where does a voter live etc?

• Today, that’s not enough. That’s why this studyuses segmentation. Because not all Blacks are

the same.

• Segmentation is a deeper, more robust way ofunderstanding and differentiating people.

• Segmentation looks for underlying patterns in

consumer attitudes, opinions and behaviors

- that are revealing, differentiating, strategic,interesting and provocative.

• These patterns reveal people in a richer light -

which helps serve them more effectively -and allows more efficient targeting ofproducts and services.

• Yankelovich found 11 distinct Segmentsamong almost 30 million Black Americans.

43



Segment Details

• The 11 segments are profiled on thefollowing pages.

• The ‘name’ of each segment isdesigned to reflect the core‘differentiators’ for that segment.

• Some segments are bigger thanothers.

• The % number in each circle is thesize of the segment as a % of Black

Americans aged 13-74.

44



Segments and Segment Sizes - 11 Segments

45

6% of ALL Blacks

are Boomer Blacks



Top Line - Segment DetailsStarting with the youngest and moving to the oldest

46



Segment Sizes

47



Connected Black Teens • Tech savvy, heavily social, music-oriented,

higher stress with teenage issues.

• Brand conscious, impetuous in theirspending, and heavier spenders onclothing.

• Nearly 1/2 of their TV time is spentwatching Black-focused TV.

• They visit Black websites more frequentlythan other segments.

• Nearly 1/2 say that when it comes tochoosing what they buy, Black mediainfluences them more than mainstreammedia.

12% Mean Age: 19

48

3.4 million

12% of ALL Blacks

are Connected Black Teens

There are 3.4 million

Connected Black Teens



Connected Black Teens

49



Segment Sizes

50



Digital Networkers • The majority are in their 20s, 1/2 are

students, and 7 out of 10 are men.

• This segment is completely online and areheavy users of social networking sites andinstant messaging.

• They are less in touch with Blacksolidarity, history, and culture than anyother segments.

• But they have not turned their back ontheir race: 43% strongly believe thatBlacks need to stick together to achievegains in their community.

• Nearly 1/2 of this segment aresuburbanites and 1/3 have very few Blackfriends.

Mean Age: 237%

51

1.9 million



Digital Networkers

52



Segment Sizes

53



Black Onliners

• All are online and they use the internet manyways: Email, social networking, IM, YouTube,Black websites, and music websites.

• They are more engaged in Black media (TVand internet) than many other segments.

• They are more brand conscious and nearly1/3 admit that if they see something theylike, they have to have it, even if it costsmore than they would like to spend.

• In sharp contrast with Digital Networkers,this segment places greater importance onbeing with other Blacks

• For 1/2 of this segment, all or nearly allof their close friends are Black.

• 4 in 10 say they prefer being aroundother Blacks (highest segment).

Mean Age: 277%

54

2.1 million



Black Onliners

55



Segment Sizes

56



Stretched Black Straddlers

• They are more stressed than other segments- and lots of things stress them - from schoolto work to relationships to money.

• 1/2 strongly agree that they often feelstressed (highest of any segment)

• Nearly 1/2 have been recently raciallydiscriminated against (highest of anysegment).

• This segment has a high degree of mistrust

for different institutions (except BlackMedia).

Mean Age: 277%

57

2 million



Stretched Black Straddlers

58



Segment Sizes

59



New Middle Class

• This is the most affluent of all segments: 3 in 4earn $50K+ and a quarter earn $100K+.

• They spend more than other segments oninternet purchases and going out to eat. Theyare also more likely to travel for pleasure.

• Well over half don’t relate to the portrayal ofBlacks on TV and believe that Black mediareinforces negative Black stereotypes (highestsegment).

• Many in this segment place importance on“Buying Black.”

• For example: 1/2 prefer to shop at businessthat give back to the Black community and 4 in10 feel it is important to shop at places thatcarry Black products.

Mean Age: 365%

60

1.6 million



New Middle Class

61



Segment Sizes

62



Family Struggles

• This segment is predominately women (86%)who are struggling.

• 2/3 of them are mothers, with the majoritybeing single-mothers.

• Finances: more than 1/2 have incomes ofunder $25K and 6 in 10 live paycheck topaycheck. Groceries eat away, on average,$285/month, the highest of any segment.

• Stress: Comparatively, this segment hashigher levels of stress in many facets of life(especially in relation to their children).

• They are the heaviest watchers of TV of anysegment.

Mean Age: 3910%

63

2.8 million



Family Struggles

64



Segment Sizes

65



Black is Better

• The majority are 35 or older and 2/3 areonline.

• They have a strong connection to their

“African-Americanness” (preferred over“Black”).

• They are strong believers in Black solidarity,history and traditions, and in “Buying Black.”

• Their positive feelings for their race are carriedover in their media preferences.

• 95% watch Black TV channels in a typicalweek.

• Nearly 1/2 say that Black media influencestheir purchases more than mainstream media.

Mean Age: 4211%

66

3.2 million



Black Is Better

67



Segment Sizes

68



Sick and Stressed

• This segment is more pessimistic in theirview of their life and future.

• Health: Only 17% believe they have a

healthy lifestyle and 49% are stressedabout their health.

• Finances: 4 in 10 earn less than $25K ayear and nearly a quarter are unemployed.

• It is not surprising that 65% are stressedabout their financial situation.

• Future: Only 20% believe things aregetting better for them (by far, the lowestsegment).

Mean Age: 468%

69

2.3 million



Sick and Stressed

70



Segment Sizes

71



Faith Fulfills

• Faith and volunteering is the focal point ofthis segment’s life.

• 91% trust God to take care of things.

• They are more likely to donate to andvolunteer for religious or non-profit groups.

• They are more likely to listen to Gospelmusic than most other segments.

• They have lower levels of stress and highertrust in institutions - 50% trust the police(trust levels are are below 30% among

most other segments ).

• They tend to watch Black TV less thanother segments, opting instead for themajor networks.

Mean Age: 4810%

72

3 million



Faith Fulfills

73



Segment Sizes

74



Broadcast Blacks

• Only 4% are “online,” and they are the leasttech savvy.

• They are avid TV watchers and Radiolisteners (Gospel most often).

• Similar to other segments, particularly oldersegments, the majority feel a strongconnection to Black solidarity, history, andtraditions.

• In terms of purchasing decisions, they placestrong importance on “Buying Black.”

• For example: 8 in 10 prefer business that give

back to Black community.

• Additionally, 2/3 want to see more productsspecifically for Blacks.

Mean Age: 4917%

75

5.1 million



Broadcast Blacks

76



Segment Sizes

77



Boomer Blacks

• Despite being the oldest segment, 90% ofthis segment are online (mostly for emailand news).

• Similar to Black is Better , this segment isstrongly inclined to “Buy Black” and has a

strong interest in Black history andtraditions.

• They are the least likely to say that Blacksare portrayed the same way on MainstreamMedia as on Black media.

• They are almost 5 times more likely totrust Black media than Mainstreammedia.

• 75% say they are persuaded by ads theirreflect their culture and heritage.

• This segment is among the most religious.

Mean Age: 526%

78

1.7 million



Boomer Blacks

79



Segment Sizes

80



Additional Details

81



More Segment Details

• The following pages contain a lotmore detail about each segment.

• You will find details ondemographics, media use,technology, education, householdsize and much more.

• If you want even more details,please download the reports

available atwww.BlackAmericaStudy.com

82



Black America - What the Colors Mean

83



Black America - Indexes on Media

84

To read: Among Faith Fulfills, there is an overindexing

on newspapers. Average is 100 and among Faith

Fulfils, it’s 163.



Black America - Media Use and Purchases

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same time at least once a week



Demographics

86

Read down.



Demographics

87

Read down.



Demographics

88

Read down.



Black America - Computer Use

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To read: Among Black is Better, at least half

have a high speed connection (noted

with .. ) and 70% who don’t have it plan to

get one within the next year.



Black America - Other Technology

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+,-./012311456 I5J !! !!! !! !!! !!! !! !!! ! !! ! !!

7892+,-:2;<92=>41562982?<62>-271@92AB ),J ,KJ ,KJ ,LJ 55J 5)J

#'M."D'110;'"$*"0"6'//"HA$*'

C82311456 44J !! !! ! ! !!! !! ! ! ! ! ! !

7892C8>-D:2;<92=>41562982E9FB92>-271@92AB 54J ),J )5J )NJ IJ OJ

&H$+PBH,"H/0E'(

+,-./012311456 )OJ !! !! !! !! !

7892+,-:2;<92=>41562982?<62>-271@92AB 54J ,5J )OJ OJ OJ

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+,-./012311456 )OJ ! ! !! ! ! ! !

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+,-./012311456 )IJ ! ! !! ! !! ! !

7892+,-:2;<92=>41562982?<62>-271@92AB )IJ 4OJ 45J ,LJ 5IJ

To read: Among Black is Better, at

least 3 in 4 own a cell phone (noted

with ... ) and 39% who don’t have one

plan to get one within the next year.



Black America - Internet Activities (Social)

91 ! "#$%&'()*+,-./$+.0112!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./

0()#1(#)$23)+4+)+#5$6-,''7(+3*)+,(58%,3+*9:

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+,-./01/2,3./,45-67 ABC !! !!! !!! !!! !!! !! !! !!! !! !!!

86269/20:6-7/3,9;01<63=/269,2/ BDC !! !!! !!! !! !! ! ! ! !

>2,/?329-39/5,22-=63= BDC ! !! !!! !! !! ! ! ! !

@6=3/AB/90/1,:,6C,/03763,/3,;27,99,12 BEC ! !! ! !! ! ! ! ! !!

+,-./-/D70= EFC ! !! !!! ! !! ! !

@,3./=1,,963=2/01/63C69-96032 EEC ! !! ! ! ! !

E-196:6B-9,/63/-3/?39,13,9/:F-9/1005 GAC ! !! !

G169,/-/D70= GAC ! !! ! !

@,-1:F/H01/-/1,7-96032F6B/01/-/.-9, GEC !!

H2!IJ2I!+K&!HLH!HI7+/62I+

K!+MIK7!+962!NMO

!!!!!!!! P+K#+%($.#+N$%? !!!!!!!!!!!! P+K#+%($.#+B+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q !!!!!!!! P+K#+%($.#+N$%? !!!!!!!! P+K#+%($.#+N$%? !!!!!!!!!!!! P+K#+%($.#+B+0'+Q!!!!!!!!!!!! P+K#+%($.#+B+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q

To read: Among Stretched Black

Straddlers, at least 3 in 4 read or send e-

mail (noted with ... ) compared to 63% of

ALL Blacks 13-74. Read down.



Black America - Websites and Entertainment

92 ! "#$%&'()*+,-./$+.0112!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./

0()#1(#)$23)+4+)+#5$67+5+)$8#95+)#5:;()#1)*+('#()<

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+,-,./89:;:76/9</9.=6</>,?69/-,.6- +ML !! !!! !!! !! !! ! ! ! !

@=634/9:./A:-,3//567-,.6- +NL !! !! !!! !! !! ! ! ! !

BC.6</39C.6-.- +NL ! ! !! !! !! ! ! !! ! !!

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+,-,./.=6/567-,.6/9I/2/I2>9<,.6/;+/-=95 +OL ! ! !!! !! !! ! ! ! !

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+,-,./I2,.=K72-6?/567-,.6- OOL !! ! ! ! ! !

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#0"TJ#>0"@=90)TU

To read: Among Black Onliners, at

least 3 in 4 visit Black websites (noted

with ... ) compared to 39% of ALL

Blacks 13-74. Read down.



Black America - Productivity

93 ! "#$%&'()*+,-./$+.0112!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./

0()#1(#)$23)+4+)+#5$671,893)+4+)/$:$%",..+(&;

!!!!!!!! !"#$"%&'($")'%* !!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"/",-". !!!!!!!! !"#$"%&'($")'%* !!!!!!!! !"#$"%&'($")'%* !!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"/",-".!!!!!!!!!!!! !"#$"%&'($"/",-".!!!!!!!!!!!! !"#$"%&'($"/",-".

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+,-,./0123/45607-2.852-,/9:0,-2 .IJ ! !!! !!! !!! !!! ! ! !! ! !!!

;,72<:/,07:48-2 .KJ ! !! ! !! !!! !!! ! ! !! !! !!

=.>2?:@@- ./J !! !! !! !!! ! ! !! ! !!

A143 ./J ! !! !!! !! !!! ! ! ! ! !!

A1./,24/2-74/,231474- +LJ ! !! !!! !! !! ! ! ! ! !

B44C2D4/2.2E4F +/J ! ! !! !! ! ! ! ! ! !

?44C27/.9,@GH.C,2/,-,/9.7:48- M+J !! ! !! ! !

I.C,[email protected],- /.J !! ! !

N90OP9O0"#20NQN0NO>"7=9O"

#0"RO#>0"@=90)RS

To read: Among Black Onliners, at least

3 in 4 get directions (noted with ... )

compared to 47% of ALL Blacks 13-74.

Read down.



Methodology

94



95



96



Black America - Weighting

97



The Future, The Past, The Present

Radio One

June, 2008

Black America Today

aa presentation public deck 3

Documents