US Army aims for target market

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


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.”

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate