The Important Role of Ethnic Media - And How the de Blasio Administration Can Engage With It

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The Important Role of Ethnic Media - And How the de Blasio Administration Can Engage With It

The Important Role of Ethnic Media - And How the de Blasio Administration Can Engage With It

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  • 1. November 12, 2013 CUNY Graduate School of Journalism’s Center for Community and Ethnic Media, in conjunction with the New York Press Association
  • 2. 170 Languages are spoken in NYC NY is the most populous city in the United States—8.2 Million! Percent of Foreign-born by borough – 1970 through 2010 Staten Island Bronx Queens is the most ethnically diverse county in the United States. Manhattan Brooklyn is the 3rd most diverse, Manhattan ranks 7th. 2010 Queens 36% of NYC’s population is foreign born. 2000 1990 1980 1970 Brooklyn Source: nyc.gov. 0 10 20 30 40 50
  • 3.  Latino Population • 2.3M Latinos, represent 28% of NYC’s population • The Latino population grew by 8% from 2000 – 2010  In the Bronx, Latinos represent more than half of the population— 54%. In Brooklyn, 20% of the population is Latino. 5 Primary Groups Puerto Rican Dominican Mexican Ecuadoran Columbian
  • 4.  Asian & South Asian Americans  NYC is home to more than 1M Asian Americans—representing 12% of the city’s population  The Asian population in NYC grew 32% during the past decade.  In addition, NYC is home to more than 100,000 Koreans, representing 15% of all Korean-Americans  And more than 650,000 Chinese – the largest population center outside of Asia live in NYC.  Indians are the largest South Asian group, followed by Bangladeshis and Pakistanis
  • 5.  African Americans  NYC is home to the largest African American community of any city in the country.  White Americans  White Americans – 3M of them – make up 35% of the city’s population.
  • 6.  19 Daily Newspapers                    New York Times New York Daily News New York Post AM New York Metro New York Newsday Staten Island Advance Brooklyn Daily Eagle Russian Daily Reporter American Oggi China Press The Sinoamerican Times El Nacional The World Journal New York Daily Challenge Nowy Dziennik Korea Times Sing Tao El Diario
  • 7.  87 weekly newspapers are published in Manhattan—45 are ethnic—52% Non-Ethnic Non-Ethnic   Ethnic Non-Ethnic  Ethnic Ethnic Non-Ethnic Ethnic 14 weekly newspapers are published in the Bronx—4 are ethnic—25% 43 weekly newspapers are published in Brooklyn—19 are ethnic—44% 65weekly newspapers are published in Queens—58 are ethnic—89%
  • 8.  Sunday Circulation = 1.2M  Mon – Sat average paid circulation = 717,513  Mon – Sat circulation within NYS = 233,819  3.1 M HH in NYC = household penetration less than 7%
  • 9.  Mon – Sat average paid circ. = 579,6363  272,540 newspapers are delivered in the city.  The Daily News reaches 8.8% of the HHs in NYC  By Borough:     Manhattan – Only 8.5% Brooklyn – Only 9% Bronx – Only 10% Queens – Only 8.5%
  • 10.  Mon –Sat circulation for the New York Post – 559,795  213,964 newspapers are delivered in NYC  The New York Post has 7% HH penetration in NYC  By Borough:     Manhattan – Only 11% Brooklyn – Only 5% Bronx – Only 6% Queens – Only 5%  AM New York – 321,218  Metro New York – 302,097
  • 11.  The combined circulation of the 126 ethnic newspapers published in NYC is almost 3 MILLION (2,944,159)  Community weekly and ethnic newspaper circulation by county:  Manhattan - 1,771,580  Brooklyn – 413,405  Bronx - 81,774  Queens – 677,400
  • 12. NYC Circulation by Ethnic Group Latino 838,218 African Amer. 541,520 Chinese 264,000 Caribbean 231,000 Russian 171,500 Irish 151,524 Asian Indian 148,889 Haitian 130,000 Korean 123,400 Italian 77,428 Dominican 76,000 Brazilian 60,000 Greek 59,000 Bangladeshi 55,000 Ecuadoran 43,000 Filipino 38,088 Arab 30,000 Polish 27,634 Pakistani 27,000 Albanian 10,000
  • 13. Radio 38 Radio Stations in NY DMA Top-ranked stations at “peak drive-time” only delivers 6% of the audience!
  • 14. Television 1952 – 1953 The top rated television show was I LOVE LUCY 67% of the TV viewing audience tuned in to I LOVE LUCY Compared to 2012 The top rated TV show was Sunday Night Football ONLY 12% of the TV viewing audience
  • 15. For Example…  Do not view the ethnic population as a “monolith” It won’t be effective because they don’t identify themselves that way  Use ethnically specific and community newspapers as “Reach Optimizers”  Provide culturally relevant content and messaging. Cultural sustainability matters.  Cultural relevancy is a two-way street.  Don’t use a “one size fits all” approach to outreach. Target your audience and customize your message. Asian Audiences: “the more you tell, the more you sell.” Latino Audiences: prefer brand loyalty and punchy, sloganbased, entertaining advertising.