Ethnic Media Growing: New America Media Poll
The ethnic media have picked up 8 million new readers in the past four years, New America Media announced at its annual awards and expo in Atlanta. A Siliconeer report.
(Above): NAM’s Ethnic Media Expo and Awards at the Hyatt Regency in Atlanta drew huge crowds from all over the country. [Siliconeer photo]
Over the last four years, the ethnic media have picked up 8 million new readers, viewers and listeners, and now regularly reach 57 million people in the U.S., according to a poll released June 5 by New America Media. The increase comes as mainstream media, especially metropolitan daily newspapers, struggle to keep their audiences.
NAM, an organization that collaborates with more than 2,500 ethnic media outlets, released the poll during their National Ethnic Media Expo & Awards at the Atlanta Hyatt Regency Hotel. The survey, conducted by Bendixen & Associates, contacted 1,329 African-American, Hispanic and Asian-American adults. It has a 2.7 percent margin of error.
“The poll results demonstrate significant penetration for the ethnic media,” said Sandy Close, NAM’s executive director, noting they regularly reach 82 percent of African-American, Hispanic and Asian-American adults. “The thirst for relevant news and information has made many residents of ethnic communities turn to media outlets that do substantial reporting on their culture, issues and neighborhoods. The increase in ethnic media audiences is incredible, considering the declines that many mainstream media outlets are confronting.”
(Above): The Siliconeer booth at NAM’s Ethnic Media Expo and Awards at the Hyatt Regency in Atlanta. [Siliconeer photo]
The poll found that Asian Americans turned to ethnic media for news coverage of their home countries. For instance, ethnic television stations like KCNS-TV (Chinese) in San Francisco and VATV (Vietnamese) in the Washington, D.C., metro area, are popular because of their home country coverage.
The poll also found that the penetration of Spanish-language television—led by network giants Univision and Telemundo—increased during the last four years and is now almost universal, covering 86 percent of the country’s Hispanics.
The availability of African American-oriented channels is still limited, but a majority of black adults report watching Black Entertainment Television and similar channels on a regular basis. Meanwhile, the penetration of African American-oriented radio stations has increased. They now reach two-thirds of black adults.
Newspapers like Sing Tao, The World Journal, Korea Daily and Korea Times have substantially increased their circulation during the last four years. The reach of weekly and monthly publications that cater to the interests of the Filipino and Asian Indian populations has also expanded. There is now a daily newspaper for the Filipino community — the Fil Am Star published in San Francisco.