Huh?

Do you think the New York Times hit the mark with the annual Holiday Gift Guide — called “Of Color/Stylish Gifts?” Or, is it a little off target?

Maybe if the article or content had been powered by Essence Magazine or Sean John it would be less perplexing and more subtle? To assume that African Americans only look for African American content is ridiculous; however, a marketer (and journalists) must not lose sight of their target consumers’ motivators and needs.

It’s understood we’re all becoming more aware (and appreciative?) of our diversity, but putting out an ethnic gift-buying guide as separate content might not really achieve that goal.  It’s very 1980s.

Shouldn’t we be striving to be more inclusive and less exclusive?  How about just getting the overall guide (inclusive of all types of unique gifts) out to a more diversity audience. It’s about the distribution points and content. Not just content.

Would love to hear your thoughts on this.

Also, read this recent commentary from the Newsroom

“New York Times raises eyebrows with gift guide for people ‘of color’.”