Cobb: NUDnicks on the Late Freight

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July 24, 2003

NUDnicks on the Late Freight

Tom Joyner has started a small panic several days late and several dollars short. He has outed the corporate strategy of 'NUD', which means "Non Urban Dictates". It's difficult to say how important or widespread this is, but since I've gotten email from the Kwaku network it's most definitely being signified on.

My instinct tells me that there's less here than meets the eye. I used to be a big fan of Tom Joyner's show when I lived in Atlanta and I think he's an admirable guy, not to mention rich. But when I check out this site. I notice something strange. First off, the article that's quoted comes from none other than the Final Call, and it's four years old. Secondly, the picture up top shows buppies in marketing employed by Eddie Bauer, a company that is on the list I got, and definitely has been through this torture chamber before.

The Kansas City Association of Black Journalists has the most concise version of the story: dated February 2002

A new, little-known marketing term is making the rounds. It is called "NUD." It stands for Non Urban Dictate. Tom Joyner exposed it on his morning radio program. Essentially NUD means that a company is not interested in African-American consumers. The NUD label is a signal that a business does not want its marketing and advertising materials placed in media that are aimed at urban audiences. As a service to African-American consumers, the Urban Institute will list all companies that have an NUD policy. The Urban Institute is based in Washington, D.C. The phone number is (202) 833-7200. The e-mail that KCABJ received on NUD lists 25 mainstream companies.

Here are the 'dirty companies';

Starbucks Jos. A Bank CompUSA	Weight Watchers Keebler Life Savers	Continental Airlines Northwest Airlines America West Airlines
HBO - Apollo Series Paternal Importers Calico Corners	OM Scott Pepperidge Farms Ethan Allen	Busy Body Fitness Mondavi Wines Builders Square
Don Pablo Lexus Aruba Tourism	Ciba Vision Kindercare	Grady Restaurant Eddie Bauer

I am of the general opinion that consumer boycotts are stupid. If people are going to get off their butts about something, it shouldn't be over the question of whether or not Nike loves them, although Nike clearly does. All consumer boycotts fall, by definition, into Class Three racism which is way beneath the radar for dropping political bombs.

Blackfolks are going to wreck havoc in the market. Nothing to be done or said about that, let it be. But let's not have people thinking this represents 'progress'. The great irony of this is when you look at the companies in question, you have to think, well it makes sense. Speaking for the Old School, I have to admit that I can go for some Ethan Allen and some Jos. A. Bank, but who or what is Don Pablo? It's difficult for me to imagine that the vast bulk of African America needs anything any of these companies sell, not to mention that if this list is indeed complete it means that every competitor to those companies is doing their fair share of urban advertising. Now tell me the truth, did you lose any sleep missing that Tom Hanks Earth to the Moon thing? Jeez!

On the flipside of the coin, there was an interesting story this week that said that black consumers are showing their muscle in the DVD market. The large Class Three complaint about limited first run theatre distribution of black films, which generated its own host of urban myths, is now somewhat acknowledged by the film industry. Depending on how you look at it it's a backhanded compliment. They say films like 'Drumline' which did only light business in theatrical release, has kicked booty in DVD sales.

Posted by mbowen at July 24, 2003 11:14 AM

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I emailed Starbucks with my concerns about their embracing the NUD label (via the Tom Joyner morning show) and this is the response I got.

Dear Ms. Pope,

Thank you for taking the time to e-mail Starbucks Coffee Company.

Starbucks does not have a N.U.D. Policy. Diversity has been at the
foundation of this company since its inception. For example, diversity is
part of our mission statement and guiding principles, which states
"Embrace diversity as an essential component in the way we do business".

Starbucks has always opened stores in areas with diverse populations.
Starbucks location at 23rd & Jackson in Seattle, WA, is a great example
of a location that Starbucks opened because the community wanted to
have their own neighborhood Starbucks.

Starbucks is actively operating in partnership with other organizations
to develop retail locations in urban areas with predominantly
African-American and other minority populations. In February of 1998, Starbucks
Coffee Company and Earvin "Magic" Johnson's Johnson Development
Corporation formed a 50/50 joint venture to develop Starbucks locations in
under-served, urban neighborhoods throughout the United States. Also in
February, Lucy's LaundryMart and Starbucks Coffee Company teamed up in
East Hollywood to provide an innovative environment for residents to
socialize and regain a sense of community. This new concept includes a
laundromat and market, a Starbucks Breve Bar, a Wells Fargo mini-branch,
and a Burger King restaurant. Partnerships like the one with Lucy's helps
Starbucks become a part of various communities, diversifies locations
and its consumer base.

Starbucks gives financial contributions and other donations to several
communities and organizations for example:
" The Zion Preparatory Academy; we are the largest corporate
contributor to this African-American school.
" Seattle's Central District: The Central District is a predominantly
African-American urban area that we continue to support through various
programs like the Central District Community Block Party, Walking
Trail, Central Area Motivation Program, UMOJA Fest Central Area Youth
Association and Central Area Development Association. These programs educate
and inspire Black youth and create a greater sense of community.
" YMCA Young Black Achievers, an organization that brings youth and
business leaders together for mentorship opportunities.

Additionally, Starbucks has sponsored the following organizations: The
Urban League, INROADS a minority internship program, President's
Committee on Employment of People with Disabilities, United Negro College
Fund, Society of Hispanic Professional Engineers, Chinese Information
Service Center, First Place a school for homeless children, International
Children's Festival, Washington Works a welfare-to-work community based
organization, IAM Cares an organization that offers job placement
services to the disabled, Women in Communications and many more.

If you are a Seattle resident and you have yet to visit the 23rd and
Jackson store you are truly missing out on a cultural experience. The
store is a celebration of the influence African-Americans have on Jazz
music. It is a community-gathering place. On any given afternoon you will
find groups of people, young and old from the surrounding community
gathered together to talk, listen to jazz, drink coffee and relax. This
store is in the heart of a multicultural and predominantly
African-American community in Seattle. Twenty-third and Jackson is part of our
commitment to embrace diversity not only with our partners (employees) but
with our customers, business associates, suppliers and the communities
we serve.

With specific regard to advertising, Starbucks does very little
traditional advertising. The limited radio advertising we do does include
ethnically diverse radio stations. We will continue to purchase advertising
on ethnically diverse radio stations because they are an important part
of our overall media mix. For example, we've advertised on Chicago's
WVAZ (urban adult contemporary) & WNUA (smooth jazz), Los Angeles's KACE
& KJLH (urban contemporary), & KTWV (smooth jazz), and San Diego's KMCG
(R&B) to name a few.

It is our goal, whenever we advertise, to target the same diverse
population we serve in our stores. Through community involvement and
partnerships like the ones mentioned above Starbucks remains committed to
diversity.

Thank you again for contacting Starbucks. If you have any further
questions or concerns, please contact us at info@starbucks.com or call
(800) 23-LATTE to speak with a customer relations representative.

Sincerely,

Melissa
Customer Relations
Starbucks Coffee Company

Posted by: Jewell at October 10, 2003 11:32 AM

Damn!

Posted by: Cobb at October 10, 2003 11:46 AM

Frankly, I think that if we spent more time studying, building community or even spending time with our families rather than passing along bogus emails then we'd definitely be better off.

Posted by: Boyd at May 25, 2004 11:52 AM

I just got an email talking about this. Tom Joyner.... leaking info? One word PAYOLA!!! Come on if someone wanted to sue for NUDding all clothing lables, radio host and record label producers selling over 50,000 units would have to be sued as well becuase they use that same system to lure in "white" consumers. If the "Minority" neighborhood is poor, why come out with a $100 G-Unit sneaker or a S. Carter to market to them? Why not donate a music program or something. WAKE UP!!!

Posted by: Corey at June 14, 2004 11:19 AM

agreed! check out this email for the NUD answer

http://www.breakthechain.org/exclusives/nuds.html

also this one for other rumors: http://www.truthorfiction.com

concentrate on more important things in life.

Thanks.

Jeff

Posted by: jeff baccus at July 23, 2004 06:37 PM

I AGREE WITH COREY, I AM A AFRICAN AMERICAN WOMAN FIRST OF ALL. I WANT TO GET THAT CLEAR. I THINK TOM JOYNER IS JUST PICKING AT A ALREADY INFECTED WOUND. FIND SOMETHING BETTER TO TALK ABOUT. STOP FEELING SORRY FOR YOURSELF AND OUR RACE. YOU HAVE ALL THESE OTHER AFRO AMERICAN RICH PEOPLE WHO DON'T TARGET US BUT YOU WANT TO PICK AT THE WHITE RACE. LETS GET US STRAIGHT FIRST. FOR EXAMPLE: YOU Have all these black labels saying we buying from the white man such as hilfiger,but you have fubu coming out charging 50 dollars for a t-shirt.IF I CAN GET A NICE SHIRT FROM HILFIGER FOR 20 DOLLARS I WILL. BUT YOU HAVE THE AFRICAN AMERICAN MAN TRYING TO RIP OFF AFRICAN AMERICANS. SO THE POINT IS GET HOME STRAIGHT FIRST THEN MESS BRANCH OUT TO HELP OTHERS........GET A LIFE!!!!

Posted by: MICHELLE at October 7, 2004 04:14 PM