Ford: Advertisers Embrace the Power That Gospel Music Has to Offer

[mahatmakanejeeves]

Advertisers Embrace the Power That Gospel Music Has to Offer

http://tinyurl.com/7old4

Copy sent to John Aravosis.

Advertisers Embrace the Power That Gospel Music Has to Offer

Affluent Black Christians Emerge as Market Group

By Krissah Williams
Washington Post Staff Writer
Sunday, November 27, 2005; Page A01

Monica Miller, general sales manager of Radio One Inc.'s gospel station in Atlanta, remembers how hard it used to be to sell advertising for 97.5 Praise FM.
....

But these days, says Miller, corporate America has set its sights on the black Christian market.
....

Ford Motor Co. hopes to reach families, a big target market, through black churches and gospel music. Last summer, Ford representatives traveled with officials of the Gospel Music Channel to seven cities in the South and Midwest. The media executives pitched their channel, which began airing last year, to pastors and their staffs over prayer luncheons. Ford followed with a video touting its history of supporting black civil rights, said Marc Perry, a Ford multicultural marketing manager.
....

Perry said Ford does not market to other Christian groups. Its use of gospel media is intended to help the company better reach black consumers, not a particular religion.
....

Ford also co-sponsored MegaFest this summer, a conference hosted by Bishop T.D. Jakes, pastor of a Dallas mega-church with about 30,000 members. Ford displayed vehicles during the event, which drew 200,000 attendees. Corporate sponsors, which also included Bank of America Corp., American Airlines Corp. and Coca-Cola Inc., contributed tens of millions of dollars in return for the right to hold seminars and display products.
....

[kweerwolf]

1. Hmmm ... I guess Ford is going for a new market

But actually gospel music may be a step up from the consumers they were trying to attract with the untalented, butt-ugly, right-wing redneck Toby Keith as their designated spokes-"croaker."

[Ally McLesbian]

3. I guess so

We'll prove it to Ford that this "new" market is much smaller and less lucrative than the affluent gay and progressive markets.

Let's not stop until Ford retracts its AFA deal, or goes out of business.

[Maat]

10. This PFLAGer says ... "Here, here!"

What you said.

I already told my local Ford dealer and emailed Ford Marketing.

[Sapphocrat]

2. "MegaFest"...

Has anyone thought about or heard about any organized efforts to begin picketing public events sponsored by Ford?

I'm tired of letter-writing campaigns. I think it's time to get in their faces (albeit legally and peacefully, Agent Mike).

[AndyS40]

7. I've been thinking about this

I think the technique that should be used is the Flash Mob. It will require some time and tech to set up.

[mitchtv]

9. OMG a picket line would damage

Palm Springs Motors on a Saturday at 11 am, for example. Trouble on lLog Cabin Land.

[Sapphocrat]

12. Or all the Ford dealers lining El Camino Real...

...up and down the San Francisco peninsula.

I suppose Ford must host its own auto shows as well -- Chevy just did a huge show here; they sent me a couple of free passes to come and test-drive all the 2006 models for three days. (No, I wasn't in town, damn it.)

[freestyle]

4. Middle class, Black, Christian and Gay. No Ford for me.

This is just too much. I hate the invisibility of the Black GLBT communities. We are everywhere, especially in the Black church. Ford might have more problems than they realize.

At one point, I considered getting an Escape Hybrid. It took longer than my Taurus had left for them to release the damn thing, so I got a Jetta wagon instead. It will not be replaced with any Ford product.

[kevinbgoode]

5. So they can be a corporate sponsor for megachurches

but will withhold corporate sponsorship for our events?

This makes me wonder if there isn't another little sweet deal going on with Ford/AFA to corporate sponsor certain crazed religious organizations of rightwing evangelicals. It wouldn't surprise me at all. That would makes some sense - agree to cut us out in order to tap into the exclusive megachurch market.

If they do that, there won't be a single other American, straight, gay or christian, who would touch a Ford product again.

[kweerwolf]

6. I can see it now ...

Ford's next commercial pitchman will be Rev. Rick Warren, author of "The Purpose Drive Life," who introduce a whole new line of "purpose driven Fords" that come complete with an optional nifty dashboard figures of Jesus, a non-removable bumpersticker with the words "Warning: In case of Rapture, this vehicle will be driverless!" and an owner's manual that carries the following caution: "If you must pray while driving, it is recommended that you either pull to the side of the road or at least pray with your eyes open and both hands on the wheel."

[Brian_Expat]

8. Introducing the New Ford Explorer. . .

. . . with automatic Rapture Protection System!

[Maat]

11. This AUer has been wondering what is really up as well.

I've researched the religious hardright for a couple of years now - for my local org. efforts. In my humble opinion, with them, it is always ultimately about money and power (and preying on the relatively uneducated and vulnerable).