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Publisher puts faith in grass-roots event packages
ODNEY J. REYNOLDS
RODNEY J. REYNOLDS loves gospel songs. The founder and publisher of American Legacy proudly notes that one of his favorites is "We've Come This Far on Faith."
The song could be the anthem for the 5-year-old quarterly publication that is now seeing a growth spurt, partly from the sudden interest of pharmaceutical marketers.
In 1998, American Legacy carried just three pharmaceutical ads, said Roslyn Daniels, advertising manager. This year, the magazine closed with 29 pages from that category.
"For every one advertiser we carry, it's an ongoing process to educate national advertisers that African-Americans exist, and read more than one magazine," said Mr. Reynolds.
Ms. Daniels said she expects an overall 15% to 20% growth in ad pages for 2001.
American Legacy, which focuses on black culture and history, is BPA International-audited with a 508,289 circulation. About 81,000 of the total circulation is paid, including subscriptions and newsstand sales. The remainder is controlled circulation with free...