The History Issue

Rafael MartinezAs I write this note the angelic Ms. Rosa Parks left us and gone to a place I like to think is full of peace. I reflect on what she means to people of color (Latinos and African Americans) and what impact she and others who joined her had on the company that took their money and treated them like fifth class citizens. Did the company finally realize that what they were doing was wrong or did they respond to the crippling economic impact the strike had on the bus company? Did they finally come to the realization that by not treating the blacks equally they were unjust and economically foolish? They were payingfull price for partial service.

Just think—what would happen if people of color would boycott certain companies that do not address us as consumers? When I say address us as consumers I mean spend the time to research and allocate marketing and advertising dollars to engage the multicultural consumer. There are companies that feel there is no need to talk to us because we flock to them without a penny spent in target marketing or advertising. In other words, a focus on the predominant market will somehow reach us. The problem with that thinking is that reaching us should not be their goal; instead, they should want to engage us. The most effective way to do that is to support media that caters to the market. It is widely known that people of color have a stronger affinity for their own media vehicles than the general markets, though we do read general market magazines and watch its television shows. It seems their mentality regarding us is: If they come amen! If not screw them! There are also those companies that prefer people of color not use their products because by doing so they degrade the brand. Should we support those brands? Rafael MartinezWhat about that very famous brand that assumes including a person of color and ad placement in general market media is enough to reach the market? But then, there is that error again. Reaching the consumer is not engaging the consumer and it certainly is not selling the consumer. What would happenif all the dollars we spend on popular brands were subtracted from their annual revenues? Would they miss us? Better yet, would they even survive? The stories of discrepancy are endless. Thank God there are many smart companies that do recognize and speak to us. We are very loyal when it comes to companies that believe in us. We as a people need to be more astute in recognizing who appreciates our dollars. Whether they tell us or not (like many things in history), know that we make a very big difference to the bottom line of many international companies. We help these companies become the darlingsof Wall Street. If we can’t give our dollars to companies that we own, let us at least give the money to those that appreciate our business, and most of all, help our community rather than just take from it. Green is the color of the fairways we love so much, the color of the American dollar, and not the color of our skin.

Rafael MartinezWe hope you will enjoy this History Issue, in which Managing Editor Sobukwe Odinga takes a hard look at the history of the media’s treatment of African Americans for our cover story. We also had an opportunity to sit and talk with a group of New York justices, who offer incredible insights on the state of jurisprudence in America, which groups concern them the most, and the restrictions of the robe. We also take a look at golf, life, and luxury in Greensboro, San Antonio, Philadelphia, and the Philippines. Also, be sure to check out the stunning entrée of a photo essay on the Ethiopian highlands. As always, please continue to send us your thoughts on how we are doing.

I want to thank you personally for helping The Green Magazine make history.