As African Americans increasingly turn to Web sites that address black culture in the way network and cable TV programming seldom does, greater information about the demographics of this audience and its spending habit is being gathered. In this way, it is easier for a Web site owner to learn the details about who visits the site than it is for magazine publishers to learn about who turns their pages. Virtually no one. It could be though as the black USA Today on the Net. The publication monitors, politics, culture, sports and business reports about the history of certain black communities in the U.S. and around the world.
Experts say several factors have led to more blacks surfing the Internet.
For one, the personal income of blacks has risen steadily, resulting in an increase in the ranks of middle and upper-income black households. The study found that not only are black households spending more than their white counterparts on new cars, clothing and other key items, they are spending more on online services-two and a half times more. No, says TBWT owner Don Rojas. Despite the rising number of black Net surfers, even multi-cultural and black ad agencies are not jumping on. Rojas also notes that there is still a lot of room for growth.