The African American consumer has an annual disposable income of over 535 billion dollars. Defined as a discerning buyer, African Americans continue to demonstrate tremendous brand loyalty to the products and services of companies that acknowledge their existence and advertise to them directly. Advertising to the African American consumer is 50% more effective than general market ads in stimulating sales. This file is compiled from subscribers, responders, census tract data, and the application of the “LSDI Proprietary Ethnic Encoding System” to a nationwide household database.