She additionally famous that Coca-Cola, AT&T, L’Oréal, Disney, and McDonald’s have already locked in multi-year agreements, which she mentioned was “historic,” citing that previously Essence noticed numerous transactional relationships with companions that she known as “one-and-done.”
“Every year we had been on the desk negotiating once more—which doesn’t actually bode nicely for this viewers that we actually super-serve each single day for the previous 50 years.”
Investing {dollars} on an viewers that is sensible
Within the phrases of Jay Z, “Males lie. Ladies lie. Numbers don’t.”
Whereas they’re going into the pageant weekend in good spirits and manifesting good fortunes, each Bennett and Malcom-Thornton are nonetheless feeling the burn of seeing Black media corporations bearing the brunt of current finances cuts introduced on by the recession. Malcom-Thornton hopes corporations who made pledges in 2020 that had been since deserted return to the fold to resume and follow-through on these guarantees to spend money on EFOC and Black-owned media, and like all good CRO, got here armed with compelling stats to make her ultimate case.
“The common time spent in a sales space on the Essence Pageant is near half-hour; whereas the typical time spent on a digital advert, typically, is lower than two seconds. So, the time spent with this viewers is unparalleled, versus some other medium on the market.”
She added, “My message to our future entrepreneurs is to faucet into the $2 trillion shopping for energy that the Black client has, and [do it] in a really significant approach.”
