4. Why Chinese Market? Over 1 million Chinese in Los Angeles
San Francisco
Bay Area
Greater
Los Angeles
Source: OCA and the Asian American Studies Program University of Maryland
5. Why Chinese Market? Ideal consumer
Chinese-speaking American Consumer * Index
Population growth 5 times higher 490
Business ownership growth 4 times higher 429
Spending power growth 1.8 times higher 182
Business receipts growth They like to own business 170
College degree/age 18-34 156
College degree/age 25-34 143
Home ownership 138
Income between $50K and $125K 114
C 105
* General American Consumer Index = 100
US Census 2010
6. Why Chinese Market? Highest home and car ownership
Source: US Census Data, Mediamark Research Inc. 2004
7. Why Chinese Market? High buying power gives high ROI
Money
spent in
marketing
to Chinese
• The Chinese American buying power(2009)=$554 billion
• The nation's buying power(2009) = $10.7 trillion
• Ratio of Buying Power per capita of Chinese American vs. General U.S. Population = 4.3
(Note: Number of Chinese Americans is about 1.2% of the total US population)
Source: Selig Center for Economic Growth, 2010
8. Why Chinese Market? Chinese people have cash –
tradition of saving
In China:
a personal saving rate in China of about 30% of household income
- Stephen Roach, chief economist at Morgan Stanley, March 8, 2006
In America:
In America, Chinese citizens were saving at a 40% rate.
- Wealth Daily, February 2nd, 2009
Source: OECD - Organisation for Economic Co-operation and Development
9. Why Chinese Market? Prefer advertising in their own language
• 65% of Chinese speaking
Americans are foreign born
• 81% of people from China
,Taiwan and South East Asia exhibit
a preference for in-
culture/language communications
Source: Gallup/ISA Research
Source: Gallup/ISA Research
12. The Epoch Times A true media, as Mr. Pulitzer defines it
“able, disinterested, public spirited,”“can preserve that public virtue”
“Our Republic and its press will rise or fall together. An able,
disinterested, public-spirited press, with trained intelligence to know
the right and courage to do it, can preserve that public virtue
without which popular government is a sham and a mockery. A
cynical, mercenary, demagogic press will produce in time a people as
base as itself. The power to mould the future of the Republic will be
in the hands of the journalists of future generations.”
- Joseph Pulitzer, the founder of Pulitzer Prizes
“ 我們的共和國與她的新聞媒體興衰與共。一個勝任的、無私的、以公眾精神為基準
的媒體，擁有訓練有素的智者，既具慧眼明辨是非，亦有勇氣擇善而行，這樣的媒體
能維護政府賴以立身的公眾道德，無此公眾道德，任何政府不過是一個騙局和笑柄。
憤世的、被收買的、蠱惑人心的媒體將 同時造就疑心重重、唯利是圖、被煽動的民
眾。塑造共和國之未來的力量，就在未來媒體人的手中。”
- 新聞業先驅、新聞界最權威最高殊榮普利策獎的創立人 約瑟夫‧普利策
13. The Epoch Times Come into being when Chinese need it
While the other
Chinese language
media are either
controlled or
strongly influenced
by the Communist
regime in China.
15. The Epoch Times “Public Spirited”, as written in a banner
given to us by a reader from Nanjing, China -
“Voice for justice, people’s tongue.”
16. The Epoch Times “Public Spirited”, uncensored China news is
not only crucial to Chinese people, but also
to the world – the bridge
“For those countries with controlled media, we must listen to the voice of the people
there, because this is very important for us to get the truth. We need to know what's
going on over there.
“For example, the safety of those Chinese food and toy exported to America is very
important to American people. We need to get information from Chinese media and
other media. Such information has direct impact on United States.
We need China news urgently; we need to know what is really going on in China.
Under the current media ecosystem, truthful China news is even more important.”
— Lee Bollinger, President of Columbia University,
Board director of Washington Post,
Current Board member of Pulitzer Prizes
Source: http://epochtimes.com/b5/10/4/28/n2890482.htm, “In the tide of media newspaper shutdown,
truthful China news is the most needed. April 28, 2010
17. The Epoch Times can preserve that public virtue - the proud
sponsors of the world renowned traditional
Chinese cultural show – SHEN YUN
18. The Epoch Times “able” - No. 1 Chinese & Multi-language
newspaper in the world
11
Languages
12 Languages
in Print
in Print
19. The Epoch Times “able” - No. 1 Chinese & Multi-language
newspaper in the world
20. The Epoch Times “able” – No. 1 Chinese news web outside China
19 Languages on line
www.epochtimes.com
Chinese Ukrainian Korean
English Bulgarian Vietnamese
French Hebrew Romanian
Spanish Slovak Indonesian
German Swedish Czech
Russian Japanese Turkish
21. The Epoch Times “able” – our web ranks the highest among
Chinese media outside China
2,049
Source: Alexa.com, as of March 21, 2012
22. The Epoch Times “able” – YouMaker, Magazine, Radio, … “in
the sea, on the land, in the air” synergy.
23. The Epoch Times “able” - The world media are reading Epoch
Times
24. The Epoch Times “Able” - “A fresh look at our changing world”
25. The Epoch Times Our readers
The Epoch Times reader profile
83% : Immigrated from mainland China.
71% : Age ranges from 25 ～ 54, average age 40.
79% : Have a college or university degree.
Average Household Income : $86,000.
The Epoch Times readers read our paper because we are:
unique, “can’t-find-anywhere-else” - 77%
independent, truthful reporting, covering universal principles and human rights -76%
healthy, non-violent, non-erotic - 40%
Source: Proprietary U.S. – wide survey of 5,046 readers of the Chinese print edition of the Epoch Times. Conducted
online May 18 – June 13, 2008. Margin of error +/-1.14%. at 95% confidence level.
26. The Epoch Times Our readers: about 80% from China
Chinese tourists Chinese immigrants
• Shopping
luxury goods • Read
Epoch Times • buy house
• buy car
• Looking for “American
• Have cash
future home Dream”
27. The Epoch Times Our circulation – No. 1 circulated Chinese
newspaper in the USA
• Distributed in over 500 cities and towns in 41 States in USA
• Number of branches: 15; Weekly circulation: 328,150 copies
31. The Epoch Times Circulation – The ONLY Chinese newspaper in
USA who dares to have its circulation audited
Being Audited by
32. 3 National Chinese Newspapers in USA
As of Dec 2009
Besides the clear advantage in the quantity of newspapers being circulated, The Epoch Times
covers the areas where the other Chinese newspapers are lacking or rarely seen, especially in
the Midwest where there are 50% of the Chinese Americans and car buying is indispensible.
