US Army aims for target market


In today’s booming dot-com economy, most young Americans want to “be all they can be” in some place other than the ranks of the US Army. With its recruitment numbers slumping, the Army has decided to drop that 20-year-old slogan and hire a new advertising agency that will focus more on the service’s potential as a high-tech training ground than as a college for combat.

The CHICAGO TRIBUNE reports that the Army will pay almost $400 million for a four-year contract with the Chicago-based agency Leo Burnett USA, which represents such American icons as McDonald’s, Coca-Cola, and Walt Disney. In pitching the Army’s educational and employment opportunities, the firm will enlist two “minority-oriented” agencies to help target African Americans and Hispanic Americans, groups which the Army says are “a growing market for us.”

IT'S TIME TO TALK ABOUT MEDIA BIAS

We believe that journalism needs to stand for something right now. That the press is the enemy of secrecy and corruption. That reporting without a sense of right and wrong only helps liars and propagandists succeed. And that we're in this fight for the long haul.

So we're hoping to raise $30,000 in new monthly donations this fall. Read our argument for journalism that is fair and accurate and stands for something—and join us with a tax-deductible monthly donation (or make a one-time gift) if you agree.