A General Interest Monthly Magazine for South Asians in the U.S.

Northern California:
SF Bay Area | San Jose | Fremont | Santa Clara
Silicon Valley | Sacramento Area
Southern California: Los Angeles | Artesia | San Diego | Inland Empire

Web siliconeer.com
Advertise in Siliconeer | Home | Subscribe Print Issue | About Us (FAQs) | Contact | Locations | Staff Login | Site Map |





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.

A scene from Dilip Mehta’s “The Forgotten Woman.”
(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.”

A scene from Dilip Mehta’s “The Forgotten Woman.”
(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.


Click here to read the Current Issue in PDF Format

The Warrior Gentlemen:
Samurai Exhibit

The Asian Art Museum in SF takes an intimate look at the lords of the warrior class of feudal Japan, circa 1300-1860. A Siliconeer report.

A Poet and A Rebel:
A Tribute to Ved Vatuk

Scholars, friends and admirers gathered in May for a special tribute to poet and activist Ved Prakash Vatuk, writes Kira Hall.

Double Whammy:
The Onslaught Against Adivasis

Adivasis in southern Chhattisgarh are caught between the violence of the Maoists and the state. write Somnath Mukerji, Umang Kumar and Garga Chatterjee.

EDITORIAL: Samurai Exhibit
TRIBUTE: Ustad Ali Akbar Khan
SUBCONTINENT: Obama Fatigue?
COMMUNITY: Himachal Day
MEDIA: Ethnic Media Growing
REMINISCENCE: Trip to the Fair (Part II)
TRAVEL: Atlanta: Coke, CNN and Aquarium
AUTO REVIEW: 2009 Dodge Challenger
BOLLYWOOD: Review: Kal Kissne Dekha
RECIPE: Gulab Sandesh Cake
TAMIL CINEMA: Maasilamani
COMMUNITY: News Briefs

2009 IIFA Awards, Macau
A Siliconeer Exclusive Photo Essay

81st Annual Academy Awards
A Siliconeer Exclusive Photo Essay

IIFA Awards 2008
A Siliconeer Exclusive Photo Essay

Advertise in Siliconeer | Home | Subscribe PRINT Issue | About Us (FAQs) | Contact | Locations | Staff Login | Site Map
© Copyright 2000-2014 Siliconeer • All Rights Reserved • For Comments and Questions: info (AT) siliconeer.com