Wednesday, June 03, 2009

Poll Shows Audience Growth Even as Ethnic Media Struggle

On the eve of its National Ethnic Media Expo & Awards, New America Media, a collaboration of more than 2,500 ethnic media outlets, has released a poll suggesting that "Ethnic Media Outlets Gain in Readers and Viewers" even as the economic downturn is taking a dire toll on small niche publishers of the sort represented among NAM's affiliates.

In its poll analyzing current figures against those taken in 2005, New America Media has marked singificant growth in Hispanic-targeted media in particular: "The penetration of Spanish-language radio stations and newspapers has increased substantially...Moreover, Spanish-language television stations now reach 86 percent of all Hispanic adults in the United States, while access to the Internet among Hispanics has grown from 24 percent in 2005 to 37 percent this year."

It also finds that "Other ethnic communities are also tuning into their media outlets. African-American audiences for television stations, radio stations and newspapers that focus on Black themes has increased about 10 percent since 2005; Chinese-language television stations and newspapers now reach 70 percent of all Chinese adults in the US, up from 55 percent in 2005; and Korean-language newspapers reach 64 percent of all Korean adults in the country, a boost from 46 percent in 2005."

The report makes an argument for the increasing relevance and importance of ethnic media for addressing the unique interests of niche communities, even as many publications are shutting their doors -- at least on the brick-and-mortar, paper publishing operations. Finding industry "strategies for surviving the economic downturn" is the theme of NAM's annual Expo, which takes place this year on June 4-5 at the Atlanta Hyatt Regency Hotel.

For more, see Poll Shows Ethnic Media Outlets Gain in Readers and Viewers