Milwaukee is a ‘majority minority’ city.

Black Milwaukeeans represent a $2.5 billion consumer market.

They buy a disproportionate amount of new cars, groceries and hair products.

Considered America’s trendsetters, local Black Americans greatly influence the Milwaukee culture--from fashion to films--and have increasingly become a major political force.

Despite those facts, the Black community remains a misunderstood and undervalued consumer market.

It is often ignored by corporate America or relegated to second class status.

That explains why the owner of a local public relations and advertising agency finds himself spending as much time educating local corporations on the viability of the Black market, as he does developing ethnically sensitive marketing strategies for his clients who value the Black consumer base.

"Milwaukee is unique," says Mikel Holt, president of Malik Communications, Inc., a 20-year-old public relations and marketing firm that specializes in the African American market.

"While no one can ignore the political and economic clout of the African American community, it is still viewed with disregard, or even callousness by a large segment of corporate America. It’s a bizarre situation, to say the least.

Many local corporations feel they can reach the Black market through a general marketing paradigm. But research shows that strategy to be flawed.

For example, corporations will restrict their advertising to the "Journal Sentinel," although research shows Black readership of that newspaper has been in steady decline for the last few years.

Conversely, the combined Black press offers a total saturation of the Black community. Yet, they (corporations) continue to ignore that valuable resource.

"Black Milwaukeeans represent over 40% of the city’s population, and spend over $2 billion annually. But it speaks volumes that not a single auto dealership advertises in the Black Press, or that Black consumers are but an after thought in the marketing strategies of most department stores, restaurants, and even political organizations."

Those factors, Holt says, forces him to spend an inordinate amount of his time educating prospective clients on the potential and economic viability of the Black market, a task for which he is well suited.

Holt has served as editor, and now associate publisher of the "Milwaukee Community Journal" for nearly 30 years, providing him with a unique insight into the community.

He has worked with a major research gathering organization and is on the board of several influential and acclaimed nonprofit boards. He also served five years on the Southeastern Wisconsin Professional Baseball Park District board’s participation committee, overseeing the minority, women’s and disadvantaged business program.

Most people recognize Holt from his 10 year stint as a weekly pundit on "Sunday Insight" with Charles Sykes and a member of radio station WMCS’ Monday "In the Round" panel. He is an award-winning journalist and received national recognition for his 2000 book, "Not Yet Free at Last," which chronicled the School Choice movement in Milwaukee.

For the last two years, he has focused most of his energies spearheading Malik Communications.

Operating as a certified minority business has its limitations. Specializing in a misunderstood and generally under appreciated market carries its own handicaps.

"Being a minority business in Milwaukee carries with it unique challenges," Holt noted.

"It’s easy to get discouraged because it’s hard to break down the barriers that have for too long kept minority businesses from entering the mainstream. When given a chance, we excel. The problem is getting the opportunity to show what we can do. We are (minority businesses) not asking for preferential treatment.

"We just seek an equal playing field. Unfortunately, frequently that’s not the case."

Public relations is a unique field where firms frequently contract based on the expertise and professional resume of the ownership. A PR firm’s relationship and accessibility to the media, political contacts, knowledge of the market and track record are equally important assets.

By that criterion, Malik Communications should be the most sought after firm in Milwaukee. The fact that Holt has remained a staple on the Black Research Organization’s 100 Most Influential Black Milwaukeeans list speaks volumes about his qualifications and expertise.

"We can offer so much more than a White firm. We are not only versed in general market public relations and advertising, but our specialty provides a unique asset that no one else can replicate.

"But it’s almost meaningless unless you can get in the door. It’s as if we spend time educating companies on the viability of the Black consumer market, and then we have to sell ourselves. Fortunately, our track record speaks for itself. I won’t hesitate to tell a company that if we don’t produce, we won’t charge."

The ice does seem to be melting, Holt acknowledges.

His firm was recently retained by the Milwaukee Brewers to coordinate its Black marketing project. A Hispanic firm focuses on that ethnic market.

"The Brewers are among that growing number of prominent businesses that understand the importance of the Black and minority market to the well being of their business, and the city. It’s about the bottom line. And the reality is, few major businesses in this city can survive without the Black market."

While a growing number of businesses, and business entities like the Greater Milwaukee Committee and chamber of commerces are taking heed of the importance of the Black market, prejudices and stereotypes still linger.

"I’ve had business executives tell me that most Black Milwaukeeans are poor and unsophisticated. One major sports team executive said Black people can’t afford tickets. It’s just short of being insane.

"That’s why I got into the education business. I educate them on the viability of the Black market. Whether I end up with a contract or not, if I can shake the tree, someone can pick up the fruit."

Holt has worked with the Black Research Organization to develop an impressive presentation on the Milwaukee Black consumer market.

If your business or organization can benefit from a presentation on the viability of the Milwaukee Black consumer market, give Holt a call at 372-8600.