The digital world offers people the opportunity to reinvent themselves. Anyone who has ventured into the world of online dating can speak to the creative ways individuals reimagine themselves through profiles that speak more to aspirations and desires rather than reality. But does the Internet offer companies, organizations and institutions this same opportunity? Can McDonalds suddenly become a five-star gourmet restaurant offering artisan cheeses, specialty meats and exotic ingredients despite its brick and mortar fast food franchises that are ubiquitous across the United States? Can the University of Phoenix become Harvard University simply by calling itself such? Alternatively, can a Black newspaper decided one day that it will no longer be a Black paper? If so, what does the paper become? What processes are involved in this transformation?
NNPA (The Black Press of the US) Brand New Marketing Video from Sea Change Entertainment on Vimeo.
Over a year ago the National Newspaper Publishers Association (NNPA) released a new marketing video produced by Logan Coles Sea Change Entertainment. — The video is extremely well-done and beautifully captures the history and future of the Black Press. The problem is that relatively few people know about the video. Presently the video has less than 200 views on Youtube. I am, of course, not under any impression that the video would go viral like the latest Beyonce video. Still, the Black Press has been and continues to be at the core of the African American experience. In this sense, the video merits greater attention, particularly from the academic community. The question, then, is how does the NNPA get the word out and make Black newspapers relevant to new generations of Black people in the United States?