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.