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 ItTRANSCRIPT
The Role of Ethnic MediaNovember 12, 2013
CUNY Graduate School of Journalism’s Center for Community and Ethnic Media, in conjunction with the New York Press Association
170 Languages are spoken in NYC
Brooklyn
Queens
Manhattan
Bronx
Staten Island
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20102000199019801970
NY is the most populous city in the United States—8.2 Million!
Percent of Foreign-born by borough – 1970 through 2010
Queens is the most ethnically diverse county in the United States.
Brooklyn is the 3rd most diverse, Manhattan ranks 7th.
36% of NYC’s population is foreign born.
Source: nyc.gov.
Understanding Ethnic Populations
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 EcuadoranColumbian
Continued…
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
Continued…
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.
216 Newspapers in NYC
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
197 of the 216 are Weekly 87 weekly newspapers are
published in Manhattan—45 are ethnic—52% Non-Ethnic Ethnic
14 weekly newspapers are published in the Bronx—4 are ethnic—25% Non-Ethnic Ethnic
43 weekly newspapers are published in Brooklyn—19 are ethnic—44% Non-Ethnic Ethnic
65weekly newspapers are published in Queens—58 are ethnic—89% Non-Ethnic Ethnic
The New York Times
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%
Audience ReachLess than
7%
NY Daily News
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%
Audience ReachLess than
9%
New York Post
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
Audience ReachOnly 7%
Weekly & Ethnic Circulation 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
Circulation by Ethnic Group
Latino838,218
African Amer.541,520
Chinese264,000
Caribbean231,000
Russian171,500
Irish151,524
Asian Indian148,889
Haitian130,000
Korean123,400
Italian77,428
Dominican76,000
Brazilian60,000
Greek59,000
Bangladeshi55,000
Ecuadoran43,000
Filipino38,088
Arab30,000
Polish27,634
Pakistani27,000
Albanian10,000
NYC Circulation by Ethnic Group
Radio
38 Radio Stations in NY DMA
Top-ranked stations at “peak drive-time”
only delivers 6% of the audience!
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 2012The top rated TV show was Sunday Night Football
ONLY 12% of the TV viewing audience
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, slogan-based, entertaining advertising.
For Example…
Understanding the Differences