African American Media Absent from iPad Revolution Despite Our Projected $1 Trillion Buying Power

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The Apple iPad is set to launch on April 3rd as one of the most heavily-anticipated devices in the history of the computer industry. The company has already sold 240,000 units of the computer on pre-order, and they expect to sell five million units of the product this year.

Usually, when an Apple product is launched, there are applications pre-built into the item. In the case of the iPad, there will be apps that allow consumers to read popular magazines such as Time, GQ, Wired, Sports Illustrated and Glamour pre-installed. Most of the magazines chosen for the iPad are world-renowned in their appeal. But one category of magazine remains absent so far: those that appeal to an African American audience.


Black Web 2.0 has raised the issue that black publications such as Ebony, Essence, Black Enterprise and more are notably missing from the list of media apps being offered for the Apple iPad. If black magazines are not included in the list of apps for launch, then we have to wonder if Apple is advertising their products in any of these publications or plans to. African American magazines are in dire need of this additional ad revenue, since ad spending for black magazines dropped by 33% during 2009. The same is true for African American network television, which saw an even greater decline in revenue of approximately 72% during the same year.

The drop in ad revenue for black magazines doesn't quite add up when considering the huge increase in black consumer spending. The total amount of money spent by black consumers is expected to reach $1 trillion dollars per year within the next three years. This means that black consumers can add to the bottom line of companies that choose to market to these consumers.

When it comes to the iPad, Apple should remember that black people buy computers too. Apple should market the iPad to us, and make us care about the company by showing that Apple supports the black community through our media companies. While most African Americans may not expect the iPad to cater 100% our community, we do have the right to expect something on the iPad that appeals to our demographic. It seems only basic that Ebony or Essence would be included in the roll-out of offerings for this already legendary device.

Lawrence Watkins is the CEO of The Great Black Speakers Bureau and an MBA student at Cornell University. For more information, please visit LawrenceWatkins.com.

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