Robin Roberts Launches Production Company
Good Morning America anchor Robin Roberts has launched her own production company — Rock’n Robin Productions. The 30-plus year TV veteran cited her late parents as the inspiration for the move. “They wanted me to do this — to be on the creative end of things,” Roberts announced on her top rated morning show.
She will remain at Good Morning America but has big plans for the company, including a news-driven documentary, a digital series for espnW, a Thanksgiving themed special for ABC and two reality show pilots. A website, rocknrobin.tv, launched last month, spotlighting the projects as well as behind-the-scenes photos and a new blog, N’Courage, recognizing individuals who thrive despite extraordinary odds.
New Nielsen Study Underscores Need for Diversity
The most effective way for companies to connect with African Americans is by reflecting diversity in their advertisements and utilizing Black media. That’s according to a new study by Nielsen Holdings.
Blacks were 38 percent more likely to make a purchase when the advertisement included Black people and 43 percent more likely to patronize a business if it is minority-owned. What’s more, 59 percent expected companies with large Black consumer bases to give back to the Black community with acknowledgment of racial identity being important for 87 percent of all Black respondents, compared to 59 percent of the general population.
The report — “Powerful. Growing. Influential: The African-American Consumer 2014 Report,” released in partnership with Essence Magazine—found that Black media, as well as brands that have advertised within these channels, have consistently resonated well with Black consumers with 59 percent of respondents finding that advertisers in Black Press publications “know how to connect with the African-American audience.”
Additionally, 45 percent of Black adults with incomes above $50,000 per year have read a Black-focused magazine in the last month. The data also showed that Black Americans consumed more media than average, particularly in the case of Black-centric radio, magazines, and television, and digital media in general.
“When we’re talking about what we want the corporations to take away from this”, states Cheryl Pearson-McNeil, Senior V.P. of U.S. Strategic Community Alliances and Consumer Engagement, “it’s the influence that we as African Americans bring to the table. We tend to be trendsetters. We tend to have spokespersons that cross all ethnic, racial, and social lines. …It makes sense [for corporations] to want incorporate diversity into their overall strategy.”