Essence Music Festival
NEW YORK, To Listen to Essence Communications President Michelle Ebanks tell it, this Essence Music Festival has been pictured as an one-off party of the magazine’s 25th anniversary, a celebration with a goal to entertain and entertain. Nevertheless, even she’s somewhat astonished at how it’s grown to one of the nation’s mega gatherings, complete with tie inches. To wit: In a year when customers travel bucks were tight, a jaw dropping 428, 000 people attended the festival during the July Fourth weekend, up from 270, 000 annually before. We were astonished and humbled, Ms. Ebanks said. Entertainment and inspiration, that’s exactly what the Essence Music Festival is all about.” .
The same sentiment is true for the magazine brand which birthed it. Though ad pages are down somewhat, Ms. Ebanks estimates it’ll see a 137 page fall, which would represent an 11% decrease from 2008, Essence is still one of this preeminent vehicles through which to achieve black ladies. It is the heartbeat of the community, stated Neil Golden, chief advertising officer of McDonald’s, a major host of this Essence Music Festival this year, together with CoverGirl, Ford, Pantene, U.S. Army and Walmart. It’s proven, successful way to engage African American customers where they’re most responsive.” . Marketers as diverse as Pantene and Disney have obviously taken note.
This year, the former tasked Essence’s advertising team with showing how their goods were applicable to ladies of color, this program ultimately expanded to incorporate a model search. The Our Disney Story program revolved around a video series wherein 3 families chronicled their visits to Disney World. Some observers, in fact, think that people who label Essence as a niche title do not give it enough credit. It is crime to place Essence only in the African American bucket, which is what’s happened traditionally, but is changing, said George Janson, controlling your stresses partner director of print at GroupM.
I can think of few other titles which have such a high level of loyalty and engagement across demographics groups.”. MAGAZINE A LIST – 1. Women’s Health – 2. Better Homes & Gardens – 3. Family Circle – 4. The Economist – 5. People – 6. Essence – 7. The Week – 8. Backpacker – 9. Cosmopolitan – 10. National Geographic – Ms. Ebanks cites which loyalty as one of this title’s key selling points for marketers, when 37% of your target demographics reads you 3 out of four issues, that is a wonderful position to be in, she said, but she believes which the brand’s continued prominence has much to do with factors beyond its control. Regardless of the economy, are more optimistic this year than every other segment of people. They observe their reflection in this White House, and they are realizing exactly what that means for the further advancement of their careers and education.
You May Also Like