Marketers realize "General market' = White no longer applies

Ad Age has an interesting article ,sure to start some conversation, about how marketers are finally starting to realize that the "general market" is actually a more diverse market than only Whites (even though we've been talking about this for years in our quest to get companies to allocate appropriately to their consumer make up).

However, what they haven't yet "realized" is that niche shops can and should be considered for agency of record assignments. Why is it commonly accepted for a "general market" White agency to be given assignments to do "ethnic" marketing, but a Hispanic agency can't be given a "White" marketing assignment?

With the pending 2010 Census, this question and debate (as well as double standard) will surely increase in frequency.