Dossier D.C.: Buyer Beware

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Racist. It’s a dirty, volatile word, yet a recent FCC report accuses advertisers of such media buying practices. Dollars aren’t flowing to minority-owned radio stations, it claims, because advertisers are racist.
Federal Communications Commission Chairman William Kennard calls it a “tale of two systems” in which advertisers and their agencies base media buying decisions, in part, on ethnic and racial stereotyping and underestimations of income.
The FCC’s smoking gun? Advertisers pay less for airtime on stations with African American or Hispanic listeners, called “discounting,” and they issue “dictates” to avoid these stations.
But John T.





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