The Distribution Process

Black Pages USA reaches the public in three primary ways:

• African-American Churches: Capitalizing on the church’s longstanding position as a pillar in the community, each family in selected churches receives one copy. Of the Black Pages USA readership, 70 percent obtain their copy at church.

• Direct Mail: Black Pages USA maintains a database of current and former readers, in addition to current and past advertisers. Each of these receives a copy.

• Distribution sites: Our distribution sites include small retail establishments, grocery store chains, large corporations and the local Chamber of Commerce. These pickup sites are promoted through radio and television advertisements. Of the Black Pages USA readership, 25 percent receive their copy from a distribution site.

Why Advertise in Black Pages USA?
Research shows the buying power of blacks continues to rise, according to Target Market News, a research company that specializes in black consumer marketing and media. The buying power of black America is now in the neighborhood of $800 billion, a figure McCants consistently refers to when discussing the mission of Black Pages USA.
           “We need to be able to utilize some of those dollars to reinvest in our community to be stronger financially,” McCants said. “We want to help people in making smart investment decisions, smart spending decisions.”
           Increasing the economic power of the black community is the ultimate goal of Thomas-McCants Media, Inc., be it through Black Pages USA, Black Expo or any of its other initiatives. It is a quest that McCants and others on the staff pursue not just in business, but in every day life.
“We reach primarily the African American community,” McCants said. “That is not saying others don’t do it. Our specific goal is to focus on business development and economic development. We believe in educating the community. We try to focus on things or initiatives that can help empower our community through education, real estate, business ownership.
            “Any topic that can help us uplift and empower the community… That is what we do.”
           

Statistics show that Black Pages USA is reaching an affluent demographic that advertisers desire:

Circulation of Black Pages USA & African-American Demographics of Metropolitan Areas of Circulation