New Magazine Reveals How To reach out to New Markets & Customers

The new magazine, Diversity Marketing Outlook (Winter 1997), poses these questions, and many others, to an elite group of advertising agencies and company insiders specializing in cultural and ethnic markets.

"It's exciting when companies realize the top three ethnic markets in the United States represent an estimated $785 billion," says Outlook editor Barbara Deane. But since ethnic marketing is new territory for many companies, Deane adds, "The Outlook offers practical ideas and advice about how to go about it."

Launched in Spring 1996, the first edition of the Outlook profiled upscale fashion retailer, Nordstrom's, headquartered in Seattle, Washington. Their approach to diversity marketing includes cultivating minority suppliers and contractors, investing in targeted ethnic communities, and featuring multi-ethnic models in their advertising. Their efforts are paying off, according to the premier issue of Diversity Marketing Outlook. Nordstrom's new Dallas store, with its strong focus on the Hispanic market, broke all sales records.

The second edition of the Diversity Marketing Outlook tells how Pepsi-Cola is building long-term commitment to its Hispanic customers. Pepsi's award-winning advertisement featuring Andrés Cantor, a well-known Latin American soccer announcer, is the latest of several targeted efforts to appeal to the growing Hispanic population in the United States.

Other articles in the Outlook include the five building blocks for launching a diversity marketing approach, the state of the art of diversity marketing for companies in the U.S.A., the pioneering work of Burrell Communications Group with the African American market, and new developments in the Asian market in the United States.

The Diversity Marketing Outlook is the new publication from The GilDeane Group, publishers of eight-year-old Cultural Diversity at Work newsletter. The Outlook offers an extraordinary new resource for companies and organizations looking for help with cultural and ethnic marketing.

For more information, visit our website, diversityhotwire.com

The Diversity Marketing Outlook
Publisher, The GilDeane Group
13751 Lake City Way N.E., Suite 106
Seattle, WA U.S.A. 98125-8612
Phone (206) 362-0336, Fax (206) 363-5028
Email: gildeane@diversityhotwire.com

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