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2016 Media Kit

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2016 Media Kit 2016 MEDIA KIT STRATEGIC BRANDING OPPORTUNITIES IN PRINT & ONLINE V. 1 OUR HISTORY The Sentinel is an African-American owned newspaper that places emphasis upon issues that concern the African-American community and its readers. It is a highly regarded and widely perused paper that significantly influences the perceptions, attitudes and buying decisions of its readership. It was established in 1933 by Col. Leon H. Washington and in its 80 plus years of existence, the Los Angeles Sentinel has been the recipient of hundreds of professional and community service awards. The Los Angeles Sentinel is a member of the CBC. It is a member of the National Newspaper Association, The National Newspaper Publishers Association, and The California Newspaper Publishers Association. Mrs. Ruth Washington (the late Col. Leon H. Washington’s wife) was the publisher until her death in 1990. Attorney Kenneth R. Thomas, Publisher/CEO (1990- 1997) and his wife Jennifer Thomas, President/CEO (1997-2004), purchased the newspaper in 1983. Upon Mr. Thomas’s death in 1997, leadership of the newspaper was assumed by Jennifer Thomas until 2004. In March 2004, the Bakewell family purchased the Los Angeles Sentinel. Danny J. Bakewell, Sr., a renowned and successful real estate developer, businessman and philanthropist, who also is locally and nationally known for defending the rights of African- Americans through his leadership at the Los Angeles Brotherhood Crusade, assumed the position of the paper’s executive publisher, chairman, and chief executive officer. The Sentinel is published each week on Thursday and it boasts a readership of over 122,000. It is the largest paid African-American owned newspaper in the West. PUBLISHER DANNY J. BAKEWELL SR. Civil rights activist and entrepreneur Danny Joseph Bakewell also established the Brotherhood Crusade Bakewell, Sr. was born in 1946 in New Orleans, Business Development and Capital Fund, the African Louisiana. Also raised in New Orleans, he graduated American Unity Center, and the Taste of Soul of Los from St. Augustine High School in 1965, and went on Angeles. In memory of his daughter, Sabriya, who lost to attend the University of Arizona. her life to leukemia, Bakewell founded the SABRIYA’s Castle of Fun Foundation for hospitalized children. The At the age of twenty-one, he moved to Los Angeles, Foundation has established over 200 units in hospitals California, where he was hired as a community around the country. organizer with the Neighborhood Adult Participation Project. During this time, he also worked as the director Bakewell’s numerous awards include the Trumpet of new careers at the University of California, Los Award from the Trumpet Foundation, the JFK Profiles Angeles before becoming involved with the Black in Courage Award by the Democratic Party, the U.S. Congress. In the early 1970s, Bakewell was named Congressional Black Caucus Adam Clayton Powell president and chief executive officer of the Award, the Roy Wilkins Award, and the Martin Luther Brotherhood Crusade, a Los Angeles-based civil rights King Drum Major Award, among others. He has also and community development organization, where he been honored by the NAACP and the Southern served until 2006. During his long tenure, he raised Christian Leadership Conference, and was inducted over $60 million for community initiatives. He also co- into the International Civil Rights Walk of Fame. In founded the National Black United Fund in 1974. addition, the Los Angeles Unified School District honored Bakewell by naming a school after him. In 1982, Bakewell became chairman and chief executive officer of The Bakewell Company, one of the Bakewell lives in California with his wife, Alina. He largest African American-owned development has three children: Danny, Jr., Brandi and Sabriya companies in the United States. In 1986, Bakewell was (deceased). named president of the Cranston Securities Company, a national investment banking firm. Then, in 2004, he purchased the Los Angeles Sentinel, the oldest and largest African American newspaper on the West Coast. Soon after, in 2007, Bakewell purchased the New Orleans radio station WBOK and in 2009, he was elected chairman of the National Newspaper Publishers Association. ADVERTISING ADVANTAGES The Bakewell Media Company Reaches 70% of Blacks in Los Angeles Black Consumers Purchase Black Media 91% believe that Black media is more relevant to them. 81% believe that producers advertised in Black media are more relevant to them. 77% believe that Black media has a better understanding of the needs and issues that affect them. 73% believe that Black media keeps them in touch with their heritage. 67% want to see more advertising targeting Black consumers. 51% of African Americans would purchase a product if the advertising portrayed Blacks positively. Source: Burrell 40, 2011. 2012 The Nielsen Company ADVERTISING ADVANTAGES The Los Angeles Sentinel is the largest Black-owned paid subscriber newspaper on the West Coast. In 2012, the Los Angeles Black consumer market reached a total buying power in excess of $34 billion. The Los Angeles Sentinel reaches more than 122,800 Black consumers weekly and is the only paid-circulation Black newspaper in Southern California. Our advertisers reach a large, loyal audience with a full- page cost of less than two cents per reader. ADVERTISING ADVANTAGES The Sentinel supports civic organizations such as: Brotherhood Crusade, Mothers in Action, Sabriya’s Castle of Fun Foundation, African American Unity Center, NAACP, S.C.L.C., Urban League, Brotherhood Business Development & Capital Fund and the Religious Councils of all denominations. The Sentinel’s publisher, Bakewell Media, is the founder and creator of Taste of Soul, one of the largest street family festivals in Los Angeles. Each year, Taste of Soul draws 350,000 attendees, expanding the newspaper’s reach. For three months, advertisers have the opportunity to target these loyal attendees. The Sentinel has been recognized as an advertising medium of choice by National Advertisers such as: Bank of America, General Motors, Walmart, Toyota Motor Sales, Wells Fargo, Macy’s, McDonald’s, Home Depot and more. LARGEST BLACK CONSUMER MARKETS In 2013, the ten states with the largest African-American markets: 1 New York $101 billion 2 Texas $92 billion 3 California $77 billion 4 Georgia $76 billion 5 Florida $75 billion 6 Maryland $64 billion 7 North Carolina $50 billion 8 Illinois $46 billion 9 Virginia $46 billion 10 New Jersey $41 billion Source: THE MULTICULTURAL ECONOMY, 2013, Selig Center for Economic Growth ADVERTISING OPPORTUNITIES Editorial & Advertising Sections Online Advertising Classified Advertising Electronic Banners Alternative Product Options Advertising Inserts Prime Sponsorships Social Media Advertising Promotions Mobile App SECTIONS INCLUDE: Local & Community News Religion National News Health Politics and Governance Weekly Comic Business Opinion and Editorial Sports Commentary Calendar Classified Family Personals The Los Angeles Sentinel publishes comprehensive sections weekly. In addition, specific feature sections and “Sentinel Exclusives” are also published in selected issues. LOS ANGELES SENTINEL DISTRIBUTION CHANNELS Retail Sales Subscriptions WEEKLY CIRCULATION LOS ANGELES SENTINEL 30,723 LA WATTS TIMES 30,000 ONLINE ADVERTISEMENT Banners & Buttons A 728 x 90 (Leader Board) B 468 x 60 (Full Banner) C 234 x 60 (Half Banner) D 120 x 240 (Vertical Banner) E 125 x 125 (Square Button) F 120 x 90 (Button 1) G 120 x 60 (Button 2) H 88 x 31 (Micro Bar) Skyscrapers I 120 x 600 (Skyscraper) J 160 x 600 (Wide Skyscraper) K 300 x 600 (Half Page Ad) Rectangles & Pop-Ups L 250 x 250 (Square Pop-Up) M 240 x 400 (Vertical Rectangle) N 336 x 280 (Large Rectangle) O 300 x 250 (Medium Rectangle) P 180 x 150 (Rectangle) Q 300 x 100 (3:1 Rectangle) DIGITAL ADVERTISEMENT Taste of Soul Mobile App E-mail Blast via Constant Contacts § Company men*ons in PUSH Sponsored E-mail Blasts to 17k+ subscribers messaging § Exclusive interac*ve company lisngs § Prominent logo display on app download banners § Sponsorship of app-based giveaways § Mul*ple points of user data collecon § Community Calendar lis*ngs SOCIAL MEDIA ADVERTISEMENT Create customized messages to send to your targeted audience Twitter Facebook @thelasentinel 2,453 followers / TheLASentinel 5,004 likes @tasteofsoulla 1,749 followers /TasteofSoulLA 11,000 likes SOCIAL MEDIA TESTIMONIALS “I love this newspaper! Always have - Always will! This is now my Number 1 resource for happenings in the Black community.” – Felicia Styles “Very informative. Especially on Black American issues as well as world wide information.” – Audrey Williams DISTRIBUTION LOCATIONS IN L.A. & BEYOND SOUTH Wilshire District: NORTHWEST COUNT Crenshaw District: 90010 SAN FERNANDO VALLEY 90018, 90043 Tarzana: 91356 Midtown: 90005-06 Baldwin Hills: Valencia: 91355 90016 West LA: 90020 Sun Valley: 91352 Southwest LA: Downtown: 90047, 90007, 90062 90012-15,17 Pacoima: 91331-33 South Central: North West: 90019 SAN DIEGO COUNTY 90037, 90003, 90061 San Diego: 92102-82 WESTSIDE Exposition: 90037 Sawtelle: 90066 VENTURA COUNTY Oxnard: 93030-33 Windsor Hills, Leimert Park: Century City: 90067 90008 Camarillo: 93010 West LA: 90034-73 Athens: 90044 Port Hueneme: 93041 Culver City: 90230 SOUTHEAST SANTA BARBARA COUNTY South East: 90011 Venice: 91291 Santa Barbara: 93101-06 Florence: 90001 Marina Del Rey: 90292 KERN COUNTY Huntington Park: Bakersfield: 90255 Santa Monica: 93304-09 90401-05 Southgate: SAN LUIS OBISPO COUNTY 90280 Pacific Palisades: San Luis Obispo: 90272 93409 SOUTHBAY LAX Int’l Airport: ORANGE COUNTY SANTA BARBARA COUNTY 90056 Santa Ana: 92701-06 Lompoc: 93436 Hancock Park: Irvine: 90045, 90274 92714-15, 93203 Rancho Palos Verdes: 90274 Anaheim: 92801-06 Redondo Beach: 90274-8 Redondo Beach: 90274-8 CENTRAL Westlake: 90057 RIVERSIDE COUNTY Perris: 92370 Echo Park: 90026 Riverside County: Vernon: 90058 92501-09 Hollywood: ALAMEDA COUNTY 90046, 90027, 90028 Oakland: 94601-13 SCHEDULE OF SPECIAL EVENTS PROMOTIONS CALENDAR COMMEMORATIVE EDITIONS January February March April § Salute to Martin Luther § Black History Month § Black Press Month § LA Sentinel Anniversary King, Jr.
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