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Chronicle Among Only

13 Black Papers Included

For Tobacco-Apology Ads

WASHINGTON—The Black Chronicle, the Perry Publishing & Broadcasting weekly newspaper of Oklahoma City and Tulsa, was included in a list of only 13 Black-oriented publications in the United States included in a tobacco-apology advertising program.

Recently, a federal district court ruled on a plan submitted by tobacco companies to place ads that apologize for deceiving the public about the dangers of smoking.

Federal District Judge Gladys Kessler ordered that the revised plan, which added only 13 Black-oriented newspapers, can now go forward.

That list includes The Black Chronicle and 12 other newspapers that publish at locations in markets throughout the United States.

Judge Kessler ordered the tobacco firms to revise the media buying plan after it was disclosed by Target Market News in January that not one Black media outlet was included in the original plan. That plan had been submitted and approved by the Department of Justice briefs.

The objections underscoring the omission of Black media were submitted by the National Newspaper Publishers Association and The National Association of Black -Owned Broadcasters. The original media buying list devised by the tobacco firms placed full-page ads in the Sunday editions and Websites of 34 daily newspapers.

It also included primetime ads on three television networks—ABC, CBS and NBC.

There were no radio stations in the original or revised media plan. The overall value of the “apology ads” ads was estimated by media professionals at approximately $40 million. In delaying the implementation of the original plan, Judge Kessler said that the concern over Blacks not being reached was appropriate.

Tobacco lawyers countered that the general market newspapers and television networks would reach more of the Black population than the Black media targeted directly to it.

The 13 Black newspapers added, the court said, would supplement any diminution in Black audience that might occur in smaller markets.

In addition to The Black Chronicle, newspapers added are The Arizona Informant, The Denver Weekly News, The Inner-City News of Connecticut, the Gary (Ind.) Crusader, The Louisville (Ky.) Defender and The Insight News of Minnesota.

Also included are The St. Louis American, The Omaha Star, The Ohio City News,The Portland (Oregon) Skanner, The Seattle Skanner and The Milwaukee Courier.

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