We've Moved!

Well, I've finally found a way to combine all of my blogs and web content onto one site. Sorry for the confusion here, folks, but I'd encourage you to check out the "new" Brand Central Station by clicking here.

I won't be posting on this blogger site any more. It's been a great home while it lasted, but I'm moving to a new location where life will be a little easier to manage. All of my personal blogs will remain on blogger, though.

Hope to see you there!

All comments (c) 2008, Brand Central Station - all rights reserved. For more information about BCS, please visit our website.

Understanding Minority Media

The medium you choose can be just as important as the message when making your brand’s appeal to minority markets. Spanish-language media in the United States is continuing to grow – reflective of the dynamic growth of the market domestically. Similar statistics for market and media growth can be found in the Asian-American community.

Language difficulties in both markets (over half of Asian-Americans are more comfortable speaking their own language rather than English), means that native-language media tends to be overwhelmingly preferred to mainstream media.

Some facts about minority markets and the media:

Blacks watch, on average, 48% more television than whites.

Hispanics tend to demand the most when it comes to product information. 70% say they like to have a lot of product information before they make a purchase decision.

Hispanic consumers tend to view/listen to more television and radio than any other segment of the US population.

Asian American men, aged 25-54 tend to spend 50% more time online than all other men in the same age group.

The number of Spanish-language newspapers has grown three-fold in the last thirty years. There are now nearly 700 Spanish-language papers in the USA. Spanish-language newspaper circulation is growing, too, at a time when English-language newspaper usage is struggling.

According to the Independent Press Association’s Abby Scher (quoted on Journalism.org’s State of the News Media report for 2005):

“"The press in almost all of these [fastest-growing ethnic] communities has grown. The number of Polish and Russian language newspapers is easily a third greater than a decade ago, and the circulation of the Chinese language dailies has steadily grown to a combined circulation of half a million from about 170,000 in 1990. The Indian community, which had one newspaper 25 years ago, now has at least eight with a combined circulation 212,300. On the right newsstand, you will find a Jamaican (Weekly Gleaner or Weekly Star), Guyanese (Guyana Monitor), Dominican (El Nacional), four Filipino, and an Ecuadoran (Ecuador News) newspaper written and published in the metropolitan area. Unnoticed by outsiders, the African press of New York has grown astronomically to five magazines and three newspapers."

Technorati Tags: Marketing, Advertising, B2B Marketing, Ethnic Advertising, Minority Marketing, Client Management, Leadership, Creative Thinking, Culture, Cultural Diversity

All comments (c) 2006, Brand Central Station - all rights reserved. For more information about BCS, please visit our website.