Ethnic Media

Handout: Ethnic Media

3. Supplementary Resources Name(s) and numbers of Handout #1: Ethnic Media Quiz accompanying handouts or Handout #2: Scope & Impact case studies (if any): Handout #3: Tips on Building a Relationship with Ethnic Media Definition of relevant terms Primary users of ethnic media: Those who prefer ethnic media. for BRIDGE toolkit Secondary users of ethnic media: Those who prefer mainstream media glossary (if any): but also use ethnic media. Sources cited (to include in “The Ethnic Media in America: The Giant Hidden in Plain Sight” poll toolkit bibliography: conducted by Bendixen & Associates http://www.ncmonline.com/polls/full_em_poll.pdf “A Hot Journalism Trend: Growth of Ethnic Media” http://www.knightfoundation.org/news/stories_of_transformation/detail.dot? id=189885

Additional suggested resources or tools (provide Web address or other contact info):

Illinois Coalition for Immigrant and Refugee Rights Korea Central Daily, Chicago Korean American Community Services Another format for the session can be to invite a group of ethnic media reporters and have a panel discussion or serving as a resource in the session. New American Media http://news.newamericamedia.org

Ethnic Media Quiz 1. Ethnic media reaches how many people? A. 5 million B. 10 million C. 15 million D. 25 million 2. Ethnic media reaches what % of Asian American and Pacific Islanders (AAPIs)? A. 30% B. 54% C. 77% D. 82% 3. AAPI ethnic media is present in mostly large cities. True or False? 4. Television is the preferred medium for news among AAPIs. True or False? 5. How widely do AAPIs use the internet to access information? A. 44% B. 53% C. 67% D. 76% 6. Ethnic media in the United States are operated as “mom & pop” shops. True or False? 7. The editorial board is an influential body in ethnic media. True or False? 8. How are AAPI ethnic media businesses structured? A. Franchised across the country, particularly in small cities B. Coordinated by one national office C. Ties with homeland newspapers – uses the same name; reprints homeland newspaper; local autonomy D. All of the above 9. Ethnic media reporters do not have access to the same level of information as mainstream media reporters. True or False?

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SCOPE & IMPACT 1. Ethnic media reaches how many people? A. 5 million B. 16 million C. 37 million D. 51 million Answer: D. (51 million)

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Ethnic media reaches about 51 million of adult population in the United States, or 25% of adult population. Page 3 of 9

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29 million adults or 13% of the entire adult population of the US prefer primarily ethnic media. 22million adults or 12% prefer mainstream media, but uses ethnic media on a regular basis.

2. Ethnic media reaches what % of Asian American and Pacific Islanders (AAPIs)? A. 30% B. 54% C. 77% D. 82% Answer: D: 82%

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82% of Koreans, 81% of Chinese and 80% of Vietnamese use ethnic media.

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3. AAPI ethnic media is present in mostly large cities. True or False? Answer: FALSE AAPI Ethnic Group Print Radio TV Online Bangladeshi 13 1 1 0 Cambodian 6 2 1 0 Chinese 71 7 6 2 Filipino 32 2 3 1 Hmong 4 7 4 0 Indian 41 5 5 3 Indonesian 3 0 0 0 Japanese 24 0 0 1 Korean 90 10 5 5 Laotian 1 0 1 0 Pacific Islander 3 2 1 0 Pakistani 8 0 0 3 Pan Asian 15 5 9 1 Pan South Asian 12 0 5 1 Thai 13 0 0 0 Vietnamese 17 15 2 1 TOTAL 353 56 43 18 Source: “Directory of National Ethnic Media” (2005), New California Media

TOTAL 15 9 86 38 15 54 3 25 110 2 6 11 30 18 13 35 470

Asian American ethnic media is developed, published and distributed to most areas in the United States. Some cities include: Anaheim, Long Beach, Lowell, Boston, Stockton, Fresno, Rockville, San Diego, Phoenix, Seattle, Flushing, Manhattan, Philadelphia, Atlanta, Brooklyn, Dallas, Chicago, Alhambra, Monterey Park, Denver, D.C., Metuchen, San Francisco, El Monte, Edison, Miami, Houston, St. Louis, Portland, Los Angeles, Pasadena, Boda Raton, Las Vegas, Glendale, Honolulu, Chamblee, Palisades Park, Charlotte, Oakland, Long Island, Doraville, St. Paul, Minneapolis, Sacramento, Falls Church, Elmhurst, Queens, Jackson Heights, Newark • • • •

AAPI ethnic media reaches both large and small cities. Print media is the largest media outlet. Online media is emerging. Korean Americans have the highest amount of media outlets among AAPIs

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4. Television is the preferred medium for news among AAPIs. True or False? Answer: True & False… it depends

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Among the communities that have high rate of primary users of ethnic media, newspaper is a media outlet that is being used the most. About half of all Chinese, Vietnamese and Korean adults read an ethnic newspaper on a regular basis. Communities that have lower rate of primary users of ethnic media mostly use ethnic television more than newspaper or radio. Korean and Chinese television stations are rapidly increasing. 25% of those interviewed reported watching Korean and Chinese language television more often than English language television.

5. How widely do AAPIs use the internet to access information? A. 44% B. 53% C. 67% D. 76% Answer: D. • 67% of all AAPIs access internet. • 50% of which prefer ethnic website to mainstream websites. • Asian Indian adults (81%) access the internet more often than other Asian groups 6. Ethnic media in the United States are operated as “mom & pop” shops. True or False? Page 6 of 9

Answer: FALSE • • • • •

$4.26 billion was generated from advertisements on the Latino media ( 4% of $106.5 billion of advertisements mainstream media). Spending on Latino media is projected grow 16.4% a year from 2007 – 2009; mainstream forecast is 9.4% Asian American ethnic media grew by 150% in a 10 year period (1989-1999) and Latino ethnic media by 180% African American ethnic media by 70% in the same period of time. 2005 New California Media directory lists 2,000 ethnic media outlets; in 2008, number grew to 3,111 ethnic media outlets

7. The editorial board is an influential body in ethnic media. True or False? Answer: •

FALSE

AAPI ethnic media usually works with no editorial board. Decisions are usually made at the owners’ discretion.

8. How are AAPI ethnic media businesses structured? A. Franchised across the country, particularly in small cities B. Coordinated by one national office C. Ties with homeland newspapers – uses the same name; reprints homeland newspaper; local autonomy D. All of the above Answer: D. All of the above.

9. Ethnic media reporters do not have access to the same level of information as mainstream media reporters. True or False? Answer: False •

Independent Press Association found in 2005, that government agencies “often do not return phone calls or provide relevant information” to the ethnic press. The most unhelpful federal agencies were the Department of Homeland Security, the Bureau of Citizenship and Immigration Affairs and the Department of Labor. [Source: Across America, 25 Percent of adults get their news from ethnic media. Are they getting quality journalism? 2007.]

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Tips on Working with Ethnic Media Building a Relationship with Ethnic Media Outlets 1. Recognize that ethnic media knows the community it covers Ethnic media outlets are established to inform a specific constituency about events and issues important to that community. Reporters may not serve as experts on specific policies but they can be a vital source for you in assessing organizations, leaders and community sentiments. 2. There is a prevailing gender imbalance in ethnic media Ethnic media outlets are predominated by male reporters and senior staff. Moreover, male reporters often exhibit sexist or patriarchal attitudes to both women and those younger than themselves. Be prepared and find ways to professionally confront and counter such treatment and views. 3. Maintain regular communication with the editor-in-chief or owner Most ethnic media outlets do not have an editorial board and decisions are often made by the owners or the editors-in-chief. Having a relationship with the decision makers goes a long way in strengthening access to the media outlet. Call them to thank them for good media coverage and raise concerns on questionable or inaccurate coverage. 4. Develop the same level of relationship and contact with all media outlets Competition among media outlets within one community is great and outlets will notice if one paper covers an issue that another did not know about. Sharing a news tip with one outlet or placing ads in just one paper will alienate other outlets. Reporters may either call and complain or choose not to cover a related event for a while. 5. Pursue sponsorship opportunities carefully There are tremendous benefits in seeking sponsorships with ethnic media outlets for community events or forming partnerships on campaigns or projects. Examples include inserting voter registration forms in dailies or coordinating a citizenship fair. But it may not be worth the free publicity because the risk is that once again, a close relationship with one paper may jeopardize your relationship with other outlets. Try to find way to maintain a balance and avoid the perception of “closeness” to one media outlet only. Relationship with the Ethnic Media Reporter 1. Get to know the reporter that covers your organization Seek to build a relationship that is both friendly and professional. They are often new to both the job and possibly the city. The time you spend on the relationship will go a long way in developing a mutually beneficial relationship. If it makes sense, go out for coffee or lunch on occasion. But, avoid the pitfall of getting too close. They are reporters and whatever your share may appear on the next day’s paper. Also, there is a high turnover with reporters (who are often immigrant, non-unionized, low paid workers with no benefits) so keep in mind that there will always be a need to dedicate time to orienting new reporters. 2. Reporters are assigned an organizational “beat” and not an issue “beat.” Ethnic media outlets have comparatively less resources than mainstream media outlets. There are fewer reporters and these reporters are generally assigned to cover an organization and not a specific issue. Whether your organization works on a single issue or multiple issues, the same reporter will cover all your events. 3. Dedicate time to providing detailed policy updates Reporters do not have the resources to research, analyze or report on timely policy issues. Be patient and explain in detail the process and content of a policy or issue. Add Page 8 of 9

more details in your press releases and don’t assume the reporters know the issue you are working on. Send additional information and materials that may be of interest to the reporter periodically so they can stay abreast of the issue. When possible, organize periodic in-language policy briefings. 4. Send translated materials whenever possible Virtually all the reporters are first generation and less fluent in English. When resources allow it provide translations of relevant materials including the press release. When you are on a deadline on a time sensitive issue and unable to translate the press materials, provide a translated summary on the issue or event. Achieve Optimum Coverage 1. Challenge negative or inaccurate coverage If a specific ethnic media outlet seems to develop a habit of either not quoting or mentioning your organization or worse negatively portrays your work, act immediately and contact the reporter. If it continues, talk to the editor-in-chief or owner. If there is not resolution, take serious action. For example, temporarily boycott the ethnic media outlet and withhold sending them press releases or inviting them to press events. 2. Don’t send more than one organizational press release on a single day (if possible) Because ethnic media reporters cover multiple issues of the same organization, they will not be able to provide adequate coverage on more than one issue in a day. This means your organization needs to make internal decisions on what press release to prioritize. 3. Contribute pieces for enhanced coverage You can directly maximize the type and level of coverage you generate on your organization’s work and views by contributing your own staff resources. Propose to air regular radio or television commentaries or write commentaries for dailies on current events and issues. Seek opportunities to air special PSAs (Public Service Announcements) on important campaigns and events. For events outside the city such as a lobby day in Washington, DC offer to send pictures and draft text via email or call in to reporters via telephone so that your achievements are broadcast on radio or appear in the next day’s paper. 4. Teleconferenced events result in limited or no coverage There are a few number of ethnic media reporters that are fluent in English and/or cover events for English speaking ethnic media outlets. Most reporters are not fluent in English and less willing to participate in press events organized via teleconferencing. 5. Ethnic media generally cover events in their specific communities. There is little crossover whereupon an ethnic media reporter will cover an event from another ethnic community except for pan AAPI events. On occasion, if the issue is of vital interest and importance to other ethnic groups, ethnic media reporters may and have covered events in other communities. 6. Know the deadline of the ethnic media outlets Because ethnic media outlets operate with less or limited resources and reporters must multi-task, they may have an earlier deadline than a mainstream media reporter. Also deadlines are different per city and medium (e.g. television, print and radio).

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