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| Forbes and Div2000 Present a Special Advertising Section
Supplier Diversity 2003: Expanding Multicultural Market Share Through Diversity Business Partners |
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Issue Date: December 9, 2002 Investment Guide II Closing Date: September 9, 2002 |
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New Challenges
Minority-owned and women-owned businesses - or Diversity-owned Business Enterprises (DBEs) as they are commonly called - have made major strides in the last 50 years, partly due to the federal, state and private-sector programs developed to expand opportunities and eliminate barriers in the marketplace. The combined efforts of the private and public sectors over the years have helped to create over 2 million minority firms, with sales in excess of $205 billion.
But, success is becoming more difficult. Diversity-owned businesses today find themselves facing new challenges. "Today's DBEs face not only the traditional challenges of financing and growing a business, they face a marketplace that has changed dramatically over the past ten years," says Kenton Clarke, an African-American entrepreneur and founder of Div2000, the Web's largest information source for multicultural businesses and large institutional buyers. "Corporations and government institutions alike have been dramatically restructuring their operations to decrease costs and increase efficiency - particularly in the area of procurement, where they are trying to deal with fewer and larger suppliers. They also are outsourcing non-core processes and making greater use of e-business technology to automate." These changes have had a dramatic impact on all businesses-not just DBEs-and have encouraged an increasing number of alliances, partnerships, and mergers and acquisitions among vendors and suppliers. "The bottom line is that the strategies that worked for DBEs in the 1990s will not work today," Clarke says. "…The successful DBEs will be those that can adapt." In order to ensure the continued growth and success of these enterprises, it's important to inform more business leaders of the benefits of working with DBEs. The Opportunity The Supplier Diversity 2003 special section will help more than 4.2 million Forbes readers* - leading business and investment decision makers - better understand the enormous potential of partnering with minority-owned and women-owned enterprises by showcasing how America's top companies are reducing costs and building market share by tapping the innovation, agility and ethnic-market savvy of DBEs. Forbes readers never settle for anything less than the boldest reporting, most insightful analysis and best products and solutions, which they trust Forbes to showcase. Because of the important role Forbes plays in our readers' lives, advertisers reach corporate decision makers who are engaged, motivated and ready to act. This makes Forbes the perfect environment for Supplier Diversity 2003. The most recent MRI research supports this impressive reader profile:
Forbes section producer and writer Jerry Bowles will work with participating advertisers to create supplier diversity success stories that powerfully demonstrate how vendors and buyers are working together to adapt to the new realities of institutional procurement. Advertising in these sections gives your company the perfect opportunity to access the powerful Forbes community and stand out as a key supporter of DBEs. Source: MRI, Fall 2001 About Div2000.com Div2000.com is the Web's largest resource portal for multicultural businesses and large institutional buyers and the only e-procurement service in the U.S. that maintains a free national database of relevant resources for minority-owned women-owned enterprises. Launched in 1999, Div2000.com is produced and sponsored by Computer Consulting Associations International Inc. (www.ccaii.com) of Southport, CT. CCAii is one of the nation's leading minority-owned Information Technology Professional Services firms in the country. Value-Added Benefits Participation in the special section entitles your business to the following benefits, which will extend your message to an even wider audience of influential and knowledgeable business leaders. Spotlight on Your Products / Services and Partners All full-page advertisers will be featured in the section text. To enhance the relevance of the section, each participating full-page advertiser may select one of their MBE or WBE partners to be profiled in a 1/3 page unit within the piece. Through case studies and interviews, your products, services and partnership will be highlighted as examples of supplier diversity success stories. Exposure on Forbes.com The complete text of the special report will reach a serious investment community on Forbes.com (www.forbes.com/specialsections) with hotlinks to advertisers' home pages, increasing your exposure to the Forbes.com audience. Web Response Directory Listing Section sponsors and advertisers will be listed on the section's Web Response Advertisers Directory to encourage readers to seek more information about your organization online. Reprints for Advertisers Advertisers will receive 100 free reprints of the section upon request. Additional quantities and custom reprints are available. Contact your sales representative for details. Deliver Your Message to a Powerful Audience Forbes is the most trusted name in business journalism for business leaders and affluent investors who are passionate about the power of free enterprise to drive business innovation, wealth creation and economic prosperity for all. Of those in business, industry and the professions:
Special Sections Command Attention According to Subscriber Advertising Measurement, which tracks how well ads are read and remembered, Forbes' Special Sections scored a 69% median recall among Forbes subscribers versus 59% median recall for run-of-book ads. Special Sections can provide increased visibility for your message. Source: 1999-2000 Subscriber Advertising Measurement (S.A.M.) Study based on 29 issues in which 68 sections were measured; total respondents equal 4,480. About the Writer Jerry Bowles has more than 30 years of experience as a writer, editor and corporate communications director specializing in procurement, supply chain, e-commerce and customer issues. He is the coauthor of Beyond Quality: New Standards of Total Performance That Can Change the Future of Corporate America, the founder and editor of The Quality Executive, and the creator and editor of award-winning corporate magazines for KPMG Peat Marwick, Ernst & Young, and the American Quality Foundation. He has written extensively about minority-owned businesses for Fortune. For more rates and information, please contact: Jerry Bowles Producer Phone: 212/582-3791 Fax: 212/246-7916 jbowles@bellatlantic.net Arnold J. Prives Executive Director of Special Projects Forbes Phone: 212/620-2229 Fax: 212/620-2472 aprives@forbes.com Or call your Forbes representative For digital ad specifications, visit www.forbesmedia.com. Send contracts, materials and insertion orders to: Pat Deckelnick Forbes Magazine 60 Fifth Avenue New York, NY 10011 |
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