"As advertising budgets shrink, companies are increasingly targeting individual market segments--including people of color," Bush said. "But if agencies don't have people of color on their staffs, such actions can appear to border on exploitation."
A growing number of agencies agree with that assessment. And that's why one national ad group, the Washington-based American Advertising Federation, has recently hired a consultant to put together a program--on a national scale--similar to the Los Angeles project.
"It's not just a social issue anymore--it's an economic issue as well," said Beverly Steele, who helped set up the Los Angeles training program and is now consulting for the AAF. The national program will eventually attempt to interest minorities in the ad trade by sponsoring ad competitions for minority youths in middle schools and high schools.
Said Steele: "We at least want to make more minority kids aware that the career exists."
Briefly . . .
Space Marketing Inc., the Roswell, Ga.-based firm that put an ad for the film "Last Action Hero" on the side of a rocket, now says it is seeking a major advertiser to put its name on a mile-long billboard visible from space as it orbits Earth. . . . After a strained, two-year partnership, Paul Keye has left the Venice agency Livingston & Keye, where he was chairman, but will continue consulting on anti-smoking ads for the California Department of Health Services.
Minority Programs at Ad Agencies Minority internship programs are relatively new to the advertising industry. At least two national minority training programs are underway, and a third is being established this year. Here are the major players: Minority Advertising Training Program Sponsor: Chiat/Day, Western States Advertising Agencies Assn., Advertising Club of L.A. Types of jobs: Various posts at ad agencies, radio and TV stations, production companies Number of jobs available annually: 80 (13-week internships year-round) Requirements: Must have a legal work permit Pay: $200 per week Deadline to apply for next available slots: April 30, 1993 Contact: Ester Ramirez, program coordinator; Minority Advertising Training; c/o Chiat Day, 340 Main St.; Venice, Calif. 90291; (310) 314-5996 Minority Advertising Intern Program Sponsor: American Assn. of Advertising Agencies Types of jobs: Agency jobs (copywriter, artist, media planning, research, account planning) Number of jobs available annually: 42 (10-week summer internships) Requirement: Must be U.S. citizen and enrolled in university at time of application Pay: $300 per week (undergraduate students), $450 per week (graduate students) Deadline to apply for next available slots: Jan. 15, 1994 Contact: Karen Proctor, vice president of development; American Assn. of Advertising Agencies; 666 3rd Ave.; New York, N.Y. 10017; (212) 682-2500. Minority Advertising Planning Program Sponsor: American Advertising Federation Description of program: The program is still being devised but could be off the ground later this year. It will focus on reaching out to middle school and high school students, but will also involve college students. Contact: Mary Ellen Woolley, vice president, education services; American Advertising Federation; 1101 Vermont Ave. NW, Suite 500; Washington, D.C. 20005; (202) 898-0089.