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Readers of Black Newspapers Have Highest Confidence Level in Economy
NEW YORK -- Readers of Black newspapers have the highest confidence level in the American economy of any consumer or ethnic group in the country. "This is one of the most surprising facts to come out of the API Black Newspaper Readership Study," said Art Spinella, President of CNW Marketing Research Inc., the research company that designed and conducted the study. "We have compiled a confidence level index for the Federal Reserve Board for over 10 years, but this is the first time readers of Black newspapers have ever been identified separately from the African American population as a whole."To validate this, we went back into historical data and found that readers of Black newspapers consistently had a more optimistic view of the economy that any other group," he added.The confidence index of all U.S. consumers is 138. The index of Hispanic readers of Hispanic newspapers is 142 (122 for all Hispanic consumers). For all African American consumers, the index is 110, but for African American readers of Black newspapers, the index is the highest at 149."This means that our readers are less likely to postpone major purchases such as automobiles, homes, etc.,: said Dorothy Leavell, chairman of Amalgamated Publishers Inc. "They are optimistic about the economy and have confidence in where the country is headed despite the bleak predictions of many authorities. Our readers have always been strong believers in America's future which is one reason they do not hesitate to purchase what they want when they see it."Amalgamated Publishers Inc. is the nation's oldest media placement firm representing Black newspapers from coast to coast. "