DISCRIMINATORY MARKETING OF RACIALLY MIXED NEIGHBORHOODS IN MEMPHIS

This exploratory research probes the advertising practices in free rea l estate booklets distributed at retail outlets. Specifically, it anal yzes the advertising of the five largest real estate companies operati ng in Memphis, Tennessee, as represented in the Real Estate News bookl et during 1984-1986. Multiple regression analysis reveals that, compar ed to real estate areas having less than 5% black population, areas wi th 30-49.9% black population had: (I) a 90% lower rate of ads where th e real estate company itself was marketed, (2) a 92% lower rate of sch ool district notations in ads, and (3) a 42% lower rate of ads where a favorable adjective described the area. The authors conclude that suc h advertising practices render racially mixed areas less visible to wh ite homeseekers, with grave economic and social consequences.