American Airlines said last week it plans to hire a black-owned advertising agency by February to help it target black customers.The announcement by Fort Worth-based American came just a week after CompUSA, a
Dallas-based computer retailer, promised to hire a black advertising agency to end a protest by listeners of black-owned radio stations.
The airline, which already has an agency to craft its advertising for Hispanics, said the announcement was not a response to any complaints.
"There's nothing of that excitement with us. This will just allow us to do a better job of targeting that audience," said spokesman Tim Smith. "We believe it's a vibrant and growing
segment, and that's a reflection of the economic buying power of African American consumers."
The airline uses Florida-based Zubi Advertising Services Inc. for its Hispanic-targeted
campaigns and DDB Needham, an arm of New York-based Omnicom Group, for overseas advertising. Temerlin McClain, a division of Chicago-based True North Communications, handles its national advertising.
Smith said the new agency will displace none of those agencies. American said it is consulting with black-owned firms in choosing an agency.
CompUSA promised to hire a black advertising firm after a Dallas radio host complained about a consulting firm the computer-store chain had hired.
Katz Media Group had advised its clients to limit advertising on stations targeting black or Hispanic audiences because "advertisers want prospects, not suspects."
Tom Joyner, who hosts a Dallas show syndicated by ABC Radio Networks, encouraged listeners to send the company cash registers receipts from CompUSA to prove that blacks
are an important part of the company's customer base.
