The Explosive Growth Of Ethnic Media In The United States

Brandweek, May 17, 1999 by Dawn Cornitcher

GROWING IN NUMBER, INCREASING IN INFLUENCE...SERVING THE NEEDS OF THE NEW MAINSTREAM CONSUMERS OF TOMORROW

The explosive growth of ethnic media outlets in the U.S. mirrors the growth of the very market that it serves. Research and demographic figures confirm that African American, Hispanic and Asian segments are growing in population and purchasing power -- so fast, in fact that the combined groups will soon become the majority population in the 21st century. Adweek spoke with multicultural media experts around the country for this update report. "Ethnic media enjoys the same relationship that mainstream media has with its target audience," stated Louis Gaff, Executive Vice President-Broadcast Media Sales, Black Entertainment Television. "This market will continue to grow as long as marketers are receptive to those involved in ethnic media educating them on the cultural nuances and lifestyle patters of consumers they represent."

There are myriad factors contributing to the proliferation of existing and addition of new ethnic media vehicles. "In just a 10 year period, from 1989 to 1999, African American media grew by 70%, Hispanic media by 180% and Asian American media by 150%" said Esther Novak, president of Vanguard Communications. Further, "The reason for the growth is that ethnic consumers want to communicate in the language of their choice and have a specific need for information that is relevant to their community--and that information is simply not available in general media." Byron Lewis, Chairman and CEO of UniWorld Group Inc., told Adweek "These factors demand the need for more diverse media outlets. Ethnic media fills the emotional, cultural and credibility gap link that is crucial to marketers building brand loyalty in ethnic communities-and can provide access, 24 hrs a day, 7 days a week."

Corporate advertisers are not alone in vying for the attention of ethnic consumers. The accelerated growth of ethnic media has resulted in a wider selection of broadcast and print vehicles catering to different needs in ethnic markets. With a steady influx of immigrant populations from abroad, satellite and cable broadcast outlets such as International Channel, KSCI-TV and Ethnic-American Broadcasting Co. are aggressively courting new segments. Television has been established as a strong medium to reach Asian and Hispanic consumers who want to maintain links to their homeland by tuning into programs direct from country of origin mixed with culturally relevant locally produced broadcasts. Advertisers benefit by efficiently and effectively targeting consumers that have traditionally been under-served by network TV.

Established Hispanic broadcast networks such as Univision and Telemundo are developing innovative and sophisticated programming formats that reflect the lifestyle of their audience across language preferences and generational lines. Univision often considered the fifth full time broadcast network in the U.S., is also the nations' fastest growing network, broadcast or cable, among the most highly prized audience segments, viewers aged 18-34 and 18-49, said Ted Farrone, spokesman for Univision flagship station WXTV. "Considering these ethnic groups' demographics and buying power, marketers have tremendous potential to tap these consumers through television," said Paul Singman, Vice President of Ad Sales, International Channel Networks.

Visit any newsstand in any major metropolitan city and you will see a variety of new magazines targeting specific subsegments within each market. Industry experts suggest that the African American market is the most mature in print and offers a wide array of choices across lifestyle, buying, generational and cultural preferences. These include, Heart and Soul focused on women's health and fitness issues; Vibe, Blaze and The Source, focused on music and entertainment; Emerge which touts itself as Black America's news magazine and the newly launched Black Issues Book Review. Not far from these publications you'll find Spanish language, English, and bilingual magazines such as Latina, Latin Girl, Urban Latino and People en Espanol targeting the diverse Hispanic community. Christy Haubegger, Publisher of Latina magazine told Adweek that "the explosive growth and success of Hispanic print media can be attributed to the strides made by publications, such as Essence who sold marketers on the idea of selling to audie nces through their own media vehicles."

Ethnic media informs and educates - with radio enjoying a special relationship with its listeners. Indeed, ethnic media is considered "as a tested and trusted friend. Our radio stations are not just a format but a community", said Carey Davis, VP/General Manager of Mega 97.9 and Suave 93.1 FM Spanish radio stations in New York City. And, he noted, "With the continued strong growth and continuing momentum of the Spanish language, it is our responsibility to support the community we serve." In cities such as New York, Miami and Los Angeles, often the number one radio station in the entire city is a Spanish station.