Diverse-Owned Media Is Having A Moment. Let’s Make Sure It’s
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Frequently Asked Questions
What is "diverse-owned media"?
Diverse-owned media refers to media outlets and publishers that are owned, managed, or founded by individuals from underrepresented groups (e.g., racial/ethnic minorities, LGBTQ+, women-owned). These outlets often serve specific communities and provide representation and perspectives not always present in mainstream media.
Why are brands increasing investment in diverse-owned media?
Brands invest in diverse-owned media to better reach and engage diverse audiences, build brand loyalty across communities, improve representation, and demonstrate commitment to inclusion. Research and industry reporting show measurable increases in spend and audience effectiveness when advertising in these channels.
What risks come with sudden increases in spend to diverse-owned media?
Rapid increases can create a "gold rush" effect where short-term purchasing doesn't build sustainable capacity. Risks include inconsistent or one-off campaigns, lack of long-term partnership strategy, overwhelmed publisher infrastructure, and failure to achieve systemic change in representation.
How can advertisers and diverse-owned publishers ensure sustainable impact?
Advertisers should build long-term partnerships, provide capacity-building support, share resources and measurement best practices, and avoid token or one-off buys. Publishers should invest in operations, scale responsibly, and document performance to create repeatable value for advertisers.
In recent years, there’s been a tremendous push among brands and businesses to increase their investments in diverse-owned media. From an advertiser perspective, the reasons and benefits of doing so are numerous. Over time, the hope is that these efforts will lead to much-needed systemic change within the media landscape and representation within it.
For diverse-owned media outlets, the increased interest and investment have been a boon, with overall spend on diverse-owned media growing at an 80% annual rate from 2020 to 2022. Such sudden and intense focus can feel like a bit of a gold rush. However, it is important to remember that the whole point of this elevation of diverse-owned media is to lay the foundation for sustainable change. Both advertisers and diverse-owned media outlets need to act accordingly.
For diverse-owned media outlets, the elevated awareness of the importance of varied voices in media is an opportunity. But it also brings challenges, hidden among the details.
Read the full article on DigitalContentNext.org
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Author
Michael Riley, SVP, Partnerships and Global Client Innovation – Nativo
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