The study provides the most detailed snap shot of African American life in the United States today, and finds strong group identity across age and income brackets. It also discloses a comprehensive and nuanced look at how African Americans feel about many aspects of life in America, and cautions against a simplistic reading of Black America as a monolithic group. In fact, it shows that Blacks are divided evenly on how they liked to be described, with 42 percent (who are more likely to be affluent) preferring to be called "Black" and 44 percent preferring "African American."

The survey, representing nearly 30 million Black Americans, identified eleven specific segments within Black America today, ranging from Connected Black Teens, Digital Networkers and Black Onliners at the younger end, to Faith Fulfills, Broadcast Blacks and Boomer Blacks at the older end.

The segmentation analysis identifies differences in Black America regarding everything from what it means to be Black today, perceptions about African American history and expectations for the future of Blacks, to consumer trends, media preferences and confidence in key institutions (such as the church, government, financial services companies and the media).

For instance, among the Connected Black Teens segment, 25 percent are saving to start a business. Yet, among Digital Networkers, the majority of whom are in their 20s, 45 percent are already saving for retirement.

"While people are less inclined these days to think that all Blacks are the same, they really do not understand the diversity within the African American community," Catherine Hughes, Founder and Chairperson of the Board, said. "Blacks share many commonalities regardless of age, income and geography, but there are also differences -- that suggest a new understanding of the past and a more optimistic sense of the future. We're confident that Black Americans -- and all Americans -- will find the results of the survey useful and in some cases surprising, given perceptions about Black life that are still pervasive in our country."

Alfred C. Liggins, CEO and President, explained that Radio One commissioned Yankelovich to conduct the study to learn more about what Black Americans are thinking today about all aspects of their lives, including their hopes for the future, their fears, the institutions they love and hate, how they get information, whether they are plugged into the Internet, and what they want for themselves and their children.

"We wanted to know in detail who we are, what we want and where we are going," Mr. Liggins said.

What is Black America today? The average household of those surveyed has three people in it, half of whom live in a single family home, one-third in apartments, one-third in the suburbs and half in cities. Among 29 to 74 year-olds, one-third are married. 61 percent of Black Americans are parents, five percent of 13 to 17 year-olds are parents, and half of all parents are single parents.

From an educational and economic standpoint, 34 percent of those surveyed who are 18 or older have some college or a two-year degree, 21 percent have a BA or higher, 40 percent have an annual income under $25,000 (20 percent of whom are retired), and one-third more than $50,000.

The digital divide has faded. 68 percent of those surveyed are online (compared to 71 percent of all Americans), and two-thirds of them shop online. Among Black teens, over 90 percent are online. Blacks who live in the south are least likely to be online (63 percent).

Black identity remains strong across all age and economic groups. While 56 percent of those surveyed have "all" or "almost" all Black friends, only 30 percent said they prefer being around people of the same race. Black solidarity too is strong across all groups, with 88 percent saying they have enormous respect for the opinions of their elders (84 percent among teens). While 71 percent overall said they believe Blacks need to stick together to achieve gains for their community, only 54 percent of teens concurred.

Discrimination remains a very real part of Black life in America. While 24 percent said they had been personally discriminated against in the past three months, 82 percent said they believe it is "important for parents to prepare their children for prejudice." 67 percent overall said they believe the history of slavery is a key way in which Blacks are different from other groups, but one-third also say that too much emphasis is put on the oppression of Blacks.

While 72 percent of Blacks say they know how to have fun and 60 percent think things are getting better for them, many often feel stressed (33 percent). Money is the greatest cause of stress (53 percent) followed by the well being of kids (49 percent) and health (40 percent). While only 3 in 10 feel financially secure, 8 in 10 pay their bills each month.

Among other findings in the report:

-- 83 percent of those surveyed have health insurance, a majority (66 percent of women and 52 percent of men) has family doctors, and 40 percent of Blacks who go online search the internet for health and medical information.

-- 83 percent of those surveyed describe themselves as Christian, though only 41 percent go to church at least once a week. 70 percent of women and 59 percent of men believe that faith in God is more likely to help them recover from a serious illness.

-- 72 percent want to learn more about how to invest. 50 percent believe banks and other financial institutions do not understand their needs; and only 8 percent trust credit card companies.

-- 21 percent shop for fun frequently and 19 percent said they have to have what they like even if it costs more than they would like to spend.

-- Blacks are wary of many American institutions. They have the highest level of trust in the education system and Black media to treat them and their families fairly (30 percent) compared to 24 percent for the healthcare system, 12 to 16 percent for police, government, and mainstream media and 8 percent for credit card companies.

-- Other media highlights include: 84 percent of households have cable, 81 percent of those surveyed watch Black TV channels weekly, 87 percent listen to radio in a typical week (only 16 percent listen to Satellite radio), 64 percent watch news or news magazines and 50 percent watch Court shows (compared to 41 percent for sports and 46 percent for entertainment)

-- Blacks are not satisfied with how they are portrayed by the media. Only 29 percent agree that the mainstream media portrays Blacks in a positive light -- compared to 50 percent who do not relate to the way Blacks are portrayed on most Black TV shows. Two-thirds believe there should be more television shows that focus on Blacks. Forty percent think Black TV is reinforcing a negative stereotype of Blacks.

For more information about the Black America Today study, please visit http://www.BlackAmericaStudy.com.

About Radio One, Inc.

Radio One, Inc. (www.radio-one.com) is one of the nation's largest radio broadcasting companies and the largest radio broadcasting company that primarily targets African American and urban listeners. Radio One owns and/or operates 53 radio stations located in 16 urban markets in the United States. Radio One also owns Magazine One, which publishes Giant Magazine (www.giantmag.com), interests in TV One (www.tvoneonline.com), a cable/satellite network programming primarily to African Americans, Reach Media (www.blackamericaweb.com), owner of the Tom Joyner Morning Show and other businesses associated with Tom Joyner, and Interactive One, which includes the highly popular social networking websites BlackPlanet.com and MiGente.com and additional websites targeted to African Americans such as NewsOne.com, TheUrbanDaily.com and HelloBeautiful.com. The company is led by Chairperson and Founder Catherine L. Hughes, and her son, Alfred Liggins, III, who is Chief Executive Officer and President.

     Contact:
     Dan Klores Communications
     Wendy Sachs, 212-981-5180
     Matthew Traub, 212-981-5207

SOURCE Radio One, Inc.

http://www.radio-one.com

NewsOne.com provides up to the minute, comprehensive coverage of newsworthy events relevant to African-Americans across the country and the world. NewsOne features a combination of syndicated news agency content from trusted sources including the Associated Press, original news reporting from a nationwide stringer network focused on gathering authentic, local content and opinion blogs from some of the most provocative minds in Black America. The site provides its viewers with a rich, multimedia experience and an unprecedented level of interactivity that leverages the BlackPlanet social networking platform.

TheUrbanDaily.com serves as the eyes and ears for African-Americans looking for a one-stop, comprehensive destination for entertainment news, information, gossip and opinion and original celebrity interviews. Featured programming includes content on urban music, film, TV, fashion, style and pop culture. With an emphasis on rich media audio and visual experiences, TheUrbanDaily boasts access to the hottest stars and offers exclusive content distributed over all of Radio One's radio, television and print platforms. This new destination engages its audience with innovative interactive elements that take full advantage of Radio One's immense audience and makes good on the web's promise of great community-based content.

HelloBeautiful.com, currently in Beta, will celebrate the lives and style of African-American women with a dynamic daily mix of fashion, beauty, entertainment and relationship content. With up-to-date and engaging news, tips, tools and empowering lifestyle advice, HelloBeautiful will serve as an on-line gathering place for urban women looking for a daily online destination that they can trust and enjoy. Featured bloggers will drive conversation on topics from hair to make-up and celebrity styling, provide insight and access to top talent and foster Black women's ability to live life to its fullest.

"We are growing rich online experiences across our network of sites, serving the multitude of demographics within the African-American community," said Alfred C. Liggins III, CEO Radio One, Inc. "This is a critical and growing part of our media platform that reaches over 20 million African- Americans every month across radio, TV, print and online."

In April, Radio One's Interactive One unit acquired the social networking company, Community Connect Inc., a family of social-networking brands including BlackPlanet.com, MiGente.com, and AsianAve.com. Community Connect's leading social network, BlackPlanet, was launched in 1999 and has consistently attracted the largest online audience of African-Americans. The network draws in over 17 million members, with over 6 million monthly unique visitors and 400 million page views per month. BlackPlanet features member aggregated news, events, video, photo sharing and social networking, along with groups, forums, and blogs.

As part of the Interactive One family, BlackPlanet will be integrated into the social networking experience on all of the sites. Longtime BlackPlanet users will now benefit from access to the news, information, entertainment and style tips that the other sites detail while new users to any of the sites will discover an incredibly rich community.

ABOUT INTERACTIVE ONE

Interactive One was launched by Radio One in 2007 to complement Radio One's existing portfolio of media companies targeting the African-American community. Since its launch, Interactive One has quickly become the #1 online platform for a broad swath of the African-American community, serving more than 4 million users. Interactive One is powered by the mission to create an online community that engages and positively impacts upon the lives of African-Americans. Interactive One is composed of a variety of sites, including NewsOne.com, TheUrbanDaily.com, and HelloBeautiful.com, as well as the Community Connect Inc. family of social networking sites, which includes BlackPlanet.com.

ABOUT RADIO ONE

Radio One, Inc. (www.radio-one.com) is one of the nation's largest radio broadcasting companies and the largest radio broadcasting company that primarily targets African-American and urban listeners. Radio One owns and/or operates 52 radio stations located in 16 urban markets in the United States. Radio One also owns Magazine One, which publishes Giant Magazine (www.giantmag.com), interests in TV One (www.tvoneonline.com), a cable/satellite network programming primarily to African-Americans, Reach Media (www.blackamericaweb.com), owner of the Tom Joyner Morning Show and other businesses associated with Tom Joyner, and Interactive One. The company is led by Chairperson and Founder Catherine L. Hughes, and her son, Alfred Liggins, III, who is Chief Executive Officer and President.

    Media Contacts:
    Eva Ross
    Dan Klores Communications
    212-981-5218
    Eva_ross@dkcnews.com

    Keesha Johnson
    Dan Klores Communications
    212-981-5212
    Keesha_johnson@dkcnews.com

SOURCE Interactive One, LLC

http://www.radio-one.com

"DJs are respected trendsetters who have an undeniable influence on hip- hop culture," said Frank Cooper, VP of portfolio brands, Pepsi-Cola North America. "'Month in the Mix' is a natural extension of the Pepsi DJ Division and we look forward to celebrating the DJ and showcasing their impact on music."

The Pepsi DJ Division members serve as the spokespeople for "Month in the Mix" and the hosts for all of the events taking place within the month. As leading tastemakers and influencers, the DJs will lend their cultural capital to help recognize and highlight the importance of the DJ culture to urban lifestyle.

The DJs who comprise the Pepsi DJ Division and serve as ambassadors for "Month in the Mix" include:

-- Clinton Sparks - Boston: Clinton Sparks is a multi-platinum producer/songwriter for Beyonce, Akon, Ludacris and The Notorious B.I.G; music correspondent for "The Daily 10" on E! and DJ/host of the #1 rated worldwide syndicated/satellite radio show - "Smash Time Radio." He holds DJ residences at Body English, the nightclub inside The Hard Rock Hotel & Casino in Las Vegas, Manor in Chicago, Rumor in Boston, Dolce in London, Prive in Hong Kong and previously held the spot as P. Diddy's "Press Play" tour DJ.

-- DJ Drama - Atlanta: Arguably the most prominent DJ in the south, DJ Drama is credited for introducing platinum-selling artist Young Jeezy to the music scene as well as exclusives from Lil Wayne, Young Buck and others. DJ Drama has worked with countless famous artists such as Diddy, Busta Rhymes and Snoop and his material is often credited to bringing street music to mainstream audiences. He has over a million mixtapes in circulation with his Aphilliates/GangstaGrillz series and has produced an album of his own featuring multi-platinum artists such as Outkast, Nelly, Rick Ross and more. He also hosts "Aphilliates Radio" on Eminem's Shade45 Sirius and Radio One's Hot 107.9, which is Atlanta's #1 radio show.

-- DJ Enuff - New York: Discovered by the late Notorious B.I.G., DJ Enuff has been involved in a variety of projects including BET Events, Latin Billboards, VH1's Hip Hop Honors, Nike Battlegrounds and he currently manages the top-rated DJ Crew in America, The Heavy Hitters.

-- DJ Pharris - Chicago: DJ Pharris is one of the industry's leading trend influencers noted for breaking new music and is also a top-rated personality on Chicago's Power 92. Winner of awards such as Mixshow Power Summit's Midwest DJ of the Year and a Global Mixx 2006 Award, Pharris is also a member of the nationally elite Heavy Hitters DJ Coalition which includes of some the top street and mixshow DJs across the country.

-- Eric Cubeechee - Los Angeles: Born and raised in LA, Eric owned the #1 time slot on 100.3 The Beat in L.A. for six years which earned him the Evening Mixshow DJ of the Year award at the Mixshow Power Summit. Eric has been a deejay for the likes of The Game, Raekwon, Three 6 Mafia, Busta Rhymes, Snoop Dog and Gwen Stefani. Eric currently has several residencies at the hottest nightclubs around the world.

-- Felli Fel - Los Angeles: Felli Fel's show on Los Angeles' Power 106 has grown into the #1 rated night-time radio show in all of LA and one of the country's top radio mix shows, with an estimated audience of two million. From producing music for over a dozen major hip-hop acts to successfully selling mixtape CDs, Felli Fel most recently secured a record deal with So So Def/Island Def Jam and a RIAA gold certification for the song for his track "Get Buck in Here."

-- Irie - Miami: DJ Irie has been nominated for a 2007 BET Award, voted 2005's Best Club DJ by the Miami New Times, served as official DJ to Jamie Foxx and 2006 NBA World Champion Miami Heat. Those are just some of the accomplishments on Irie's roster. Irie is also host of the most listened show on Miami's WEDR 99 Jamz, spinning "The Drive at 5" and holding the #1 weekend slot on Saturday nights.

-- Quicksilva - Washington D.C.: Aside from being voted East Coast's #1 DJ at the 2006 MixShow Power Summit and serving as official DJ for Ray Lewis and the Baltimore Ravens, Quicksilva has also toured with national renown artists Mario, Lil Mo and Fabolous, just to name a few. He has the #1 night show in Washington DC, Maryland and Virginia, the "Q&A Invasion," which airs weeknights on 93.9 WKYS where he serves as the on-air talent and mixer. He has appeared on Bet Rap City, Spring Bling and 106 and Park. He is signed to Unruly Productions, the Mid Atlantics #1 production and management team. He currently spins the hottest parties weekly at DC's The Park, Ibiza and H2O.

    For more information please visit www.pepsidjdivision.com.

About Pepsi-Cola North America

Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. Its U.S. brands include Pepsi, Mountain Dew, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tava, Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.

SOURCE Pepsi-Cola Company

http://www.pepsi.com

Washington-based Radio One is a radio broadcasting firm that primarily targets African-American and urban listeners. The company owns and/or operates 53 radio stations located in sixteen urban markets in the United States.

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