Sixty five percent of books being published by the main stream publishing companies are of no interest to the Black communities according to Anita Diggs. Many big businesses are able to attain figures of market research done by many independent organizations including the government to design their marketing strategies. When such information is not available, a lot of money is spent to collect such data. The value of this data is very important to sales and advertising managers. Without such information, marketing becomes a hit and run tactic and in most cases advertising money is wasted in a medium that may not be useful.
Scientific information carries the power of predictability of the behavior of consumers.
Any wise marketing manager or advertising executive will direct marketing to mirror the results obtained from such research. For example, it will be very unwise to advertise in a newspaper in which Black people hardly ever read. Similarly, it will be a wrong business decision to ignore the buying power of African Americans. Another interesting information fastly emerging from other observational studies is that the minority pool is getting larger and larger, and will eventually attain enormous economic power. Hispanics are joining hands with Blacks and tapping into the African American market.