Tom Joyner says he’s just the talent, not the business guy.
The popular radio host of the Tom Joyner Morning Show, which boasts more than 8 million listeners each week, says he “knows enough to be dangerous.’’ And enough to be successful: Joyner is also the founder of two companies that target the African-American community, BlackAmericaWeb.com and REACH Media. Joyner will be in the city on June 20 to address the Miami-Dade Chamber of Commerce in a talk entitled “Mission Possible: Tom Joyner’s Secrets to a Profitable Business.”
He shares his business secrets below.
Q. What are your secrets to success in business?
I surround myself with people who know what they’re doing like my partner at REACH Media, David Kantor. Oscar, my son, who has an MBA from Florida A&M, knows everything about business. [Oscar Joyner is the president of REACH Media].
The best advice I’ve gotten and used throughout my career is from John H. Johnson, the founder of Ebony magazine, whom I used to work for. He told me to ‘super-serve the African-American community.’
We’re not ashamed to say that we serve the African-American community; we’re not trying to be all things for everyone. We’ve always asked ourselves, ‘Now what does this mean for the African-American community?’ My secret is super-serving all the time, whenever, however you can.
Q. You’ve spoken before about how companies should specifically target African-Americans in their advertising. Do you think there’s been an increase in the strategy of targeting African-American consumers by companies?
I think there’s been a decrease. The smart advertisers know there’s a lot of disposable income in the African-American community, but it’s an ongoing battle. I think advertising agencies don’t understand the power of the black media. They just have to be educated, but they change so often. The entry-level employees change often, so we have to educate and re-educate all of them.
Q. Did the recession affect how much companies targeted African-American consumers?
It decreased during the recession, but they didn’t do it before the recession too. I think they use it as an excuse now.
Q. Did the recession have a different impact on African-American businesses?
Everything that affects America disproportionately affects African-Americans, I don’t care if it’s health or business or industry.
Q. What should companies that want to target African-Americans keep in mind?
If you show the community that you care about them, the community will embrace you for life. They should know that we are brand loyal. And why should they target us? Because we’ve got money. If you’re in business, you need to make money.
Q. What is the most important piece of advice that African-American businessmen should keep in mind?
You should always be connected to the community, no matter how successful you are. My business is serving the community, but their businesses might be different. It may be successful enough for you to branch away, but you should stay connected to your roots and look for ways to give back.
Q. What do you see for the future of your business and what do you see when you look back?
We’ll continue to come up with different ways to expand our reach and serve the community.
I don’t like to look back and I don’t like celebrating accomplishments. I think that’s the mistake people make. You do that and the next moment, whoosh, [everything’s gone] and you’re standing there with a party hat on. Keep looking forward.
Posted By: Siebra Muhammad
Sunday, June 12th 2011 at 1:58PM
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