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E-Tech Black History Month Newsletter
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A History of Black History

In February, the nation joins Black Americans in celebrating their rich culture, heritage, and contributions to American lifestyle during Black History Month. Black History Month began as “Negro History Week” in 1926 by Carter G. Woodson and was expanded to a month long celebration in 1976. Woodson is said to have chosen the 2nd week in February for the celebration to honor the birthdays of both Frederick Douglass, an abolitionist and editor, and Abraham Lincoln for establishing the Emancipation Proclamation of 1863 and leading the passage of the 13th Amendment to the US Constitution.

The scope to which Blacks have contributed to American life can be witnessed at even the most fundamental levels: Garrett Morgan invented the first Traffic Signal (1923); Lewis Latimer invented the Carbon Filament used in Light Bulbs (1882); Richard Spikes invented the Automatic Gear Shift (1932) and Lydia O. Newman invented the Hair Brush (1898). Today, Black Americans are still achieving firsts in politics, education and business: Condoleezza Rice is the first Black Woman to serve as US Secretary of State; Senator Barack Obama was the first Black President of the Harvard Law Review and is the first Black to run for the Democratic Party’s Presidential Candidacy; and Robert Johnson, owner of Black Entertainment Television, became the first Black Billionaire in 2001.


The Black Consumer Market

According to the University of Georgia’s Selig Center for Economic Growth, the buying power of Black Americans was $736 Billion in 2005 and in that same year, the US Census Bureau estimated the number of Black residents at 39.2 million, comprising 13.4% of the total US population. The number of Black-owned businesses was 1.6 million in 2006, a 56% increase since 1997 and Black businesses generated revenues of $92.7 Billion that year. Black Americans are also gaining ground in education. In 2005, 17% of Black Americans held Bachelor Degrees and 1.1 million held advanced degrees (Master’s, J.D., M.D. PhD).

As this group becomes more educated and it’s median household income increases, they will have greater control of the consumer marketplace. Black Americans will be attracted to companies that represent their lifestyle with targeted messages and images. It is the responsibility of marketers to attract and maintain a relationship with the Black consumer.

“Black folk are not just dark-skinned white people. Marketers who consciously establish a relationship with this lucrative yet underserved market, by better understanding the African-American culture, mindset, attitude, behavior and lifestyle, will reap significant long-term rewards from a loyal, influential, increasingly affluent customer base.”
-Herbert Kemp, Founder & CEO of What is Black about IT? LLC

Ethnic Technologies, LLC launching their new web site in February 2008
Ethnic Technologies is proud to announce the deployment of its new web site in February 2008. With it’s updated digital capability and modern navigation system the new site will incorporate a wealth of knowledge and information on multicultural marketing, enhancement, modeling and segmentation. “Our new web site will further establish the E-Tech team as the thought leaders in the multicultural marketing arena.”, said Zachary Wilhoit, CEO of Ethnic Technologies, LLC.

About Ethnic Technologies:
Ethnic Technologies, LLC is the Global Leader in Multicultural Marketing, Research, Data Enhancement, Segmentation and Modeling Analytics. The EthniCenter ® from Ethnic Technologies is the result of over 30 years of continuous multicultural, religious and language preference research. E-TECH’s Multicultural Ethnic, Language Preference and Degree of Assimilation selects outperform the competition in accuracy and response rates time after time. Whether using the data for mailing, telemarketing, e-mailcampaigns or modeling, the same excellent results have been achieved. For more information, visit

E-Tech ® and The EthniCenter ® are registered trademarks of Ethnic Technologies, LLC

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