Ethnic communities in America are growing in scope and consumer power. These individuals prefer media written in their language as a means of retaining their cultural heritage. Allied Media provides access to more than 25 million African Americans and 28 million Hispanic Americans, 4 million Arab Americans, 7 millions Muslim- Americans , 8 Million Indian Americans through more than 500 distinct ethnic publications. Publications for additional ethnic groups are available and all of our ethnic publications report on national, regional and local news of specific concern to their individual communities.
ETHNIC MEDIA
As many newspapers in the United States have closed lately, dozens more have sprung up. The ethnic press, operating in the shadow of mainstream newspapers, has been building circulation and advertising revenue.
There are hundreds of newspapers in at least 40 languages
ALLIED MEDIA compiles detailed data on the ethnic press
Some ethnic newspapers are publicly owned and most are too small to be members of the Audit Bureau of Circulations.
When you look at any big-city newsstand in Chinatowns of New York, San Francisco, Toronto or Vancouver, it is clear just how vibrant the presence of ethnic media is.
As an Example, The Vietnamese market offers readers more than 60 newspapers to choose from.
The ethnic press survived on classified advertising and ads from local auto repair stores, grocers and travel agents, though a few well-established black and Hispanic newspapers have always attracted some mainstream advertising.
Now large billings are going to publications that serve smaller and diverse communities.
Some of the largest
advertisers are telephone companies, airlines, financial services companies and health care.
Immigrants represent an untapped source of revenue and the census figures show segments of some ethnic groups are better educated and
more affluent than the general population..
62 percent of all Arab-Americans have spent some time in college, but 45 percent of all Americans have; 36.6 percent of Asians in the United States have a bachelor's degree or higher, but 20.3 percent of the general population. The median annual household
income of Arab-Americans was $39,580 based on the 1990 census ($44,696 for Asian Indians), the median household income of all Americans was $33,105.
Ethnic newspapers are an obvious way for telecom companies to tap households of recent immigrants that are more likely to make international calls than other Americans.
The ethnic market is a hotly contested category. The newspaper ads play an important role in the active courting of the ethnic consumer.
Many ethnic papers have too much competition from rivals in the same language and from other media.
Other problems facing the ethnic press include lack of influence with
distributors and marketers, too little mainstream advertising and difficulty creating the detailed demographic information about their readers that large advertisers like to see.
Traditional problem of the immigrant press: upward mobility can pull part of the core readership from their circulation areas
Many of the older publications aimed at Western European immigrants are
losing readers, while Latino, Chinese, Vietnamese and Russian papers are
making circulation gains.
Issues of real concern to immigrants are not reported at all or
are given scant attention in the mainstream press. But with the help of ethnic newspapers, immigrants can find institutions in their communities that will make the transition easier.
Ethnic newspapers want to be everything to everyone and in trying to be
everything; they end up looking like everybody else
That can make it hard for advertisers and marketers to decide where to
turn to crack the ethnic market.
Allied Media helps companies position their products in the best light for each ethnic group.
To be able to differentiate among the various groups within communities
like the Chinese, to know if you are reaching the Taiwanese or mainland
Chinese, is essential.
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The Allied Media African-American Publication Network
- Over 200 African American Publications from across the US
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The Allied Media Hispanic Newspapers & Magazines Network
- Over 250 Hispanic Publications from across the United States
Allied Media South Asian Newspapers & Publications Network
Indo- American newspapers & Magazines in America.
A.M.C Arab American Publication Network
Arab American newspapers & Magazines in America. |
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© 2007 Allied Media Corp. All rights reserved