New legislation from the Clinton administration will contain sections specifically designed to increase use of minority media and agencies by federal bodies.
The president is today expected to put his name to an executive order looking to strengthen the involvement of minority and female-owned businesses throughout the activities of federal government.
The legislation will explicitly demand that federal bodies pay “special attention” to ad placement within media targeted at ethnic markets. Minority media should also be reimbursed “commensurate with fair market rates in the relative markets”.
News source: Advertising Age - Daily Deadline