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Market Research
The Power and Reach of Ethnic Media
Are you including ethnic media outlets in
your communications and awareness activities?
A new poll indicates that 45% of all African American, Hispanic, Asian American,
Native American and Arab American adults prefer ethnic television, radio
or newspapers to their mainstream counterparts. The groundbreaking
research conducted
by Sergio Bendixen & Associates indicates
that many groups choose ethnic outlets because there is greater
comprehension and dissemination of news about the home country or local
community issues targeted toward these populations. In addition, these
media outlets often broadcast or print in native languages, as many
consumers are not native English speakers. The poll was commissioned by New California Media
and was co-sponsored by The Center for American Progress
and The Leadership Conference on Civil Rights Education Fund.
