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| Ethnic media reaches 82% of targeted market, according to New Americal poll |
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ATLANTA—Ethnic media in the United States continue to grow exponentially, according to a poll released last week by the New America Media (NAM) during its National Ethnic Media Expo and Awards held Awards at the Atlanta Hyatt Regency Hotel. 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 US. The increase comes as mainstream media, especially metropolitan daily newspapers, struggle to keep their audiences.
"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."At the opening plenary, pollster Sergio Bendixen announced these findings on outreach and impact of ethnic media and their relevance for communication with new America. The survey, conducted by Bendixen & Associates in eight languages including Tagalog, contacted 1,329 African-American (400), Hispanic (400) and Asian-American (529) adults. It has a 2.7 percent margin of error.
"The ethnic media is growing, and it is growing at a very impressive rate," Bendixen noted, "A lot of outlets in the ethnic media have posted substantial growth despite great competition and despite the fact that mainstream media have been losing their readers during the past couple of years."
NAM, an organization that collaborates with more than 2,500 ethnic media outlets, across the US, wanted to find out where the 69 million Hispanics and African and Asian Americans in the United States get their information.
The poll found that Asian Americans reported that they turn to ethnic media for news coverage of their home countries. For instance, new ethnic television stations, such as KCNS-TV (Chinese) in San Francisco and VATV (Vietnamese) in the Washington DC metro area, are popular because of their home country coverage.
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