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

Illinois Coalition for Immigrant and Refugee Rights

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

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

• 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 TOTAL
Bangladeshi 13 1 1 0 15
Cambodian 6 2 1 0 9
Chinese 71 7 6 2 86
Filipino 32 2 3 1 38
Hmong 4 7 4 0 15
Indian 41 5 5 3 54
Indonesian 3 0 0 0 3
Japanese 24 0 0 1 25
Korean 90 10 5 5 110
Laotian 1 0 1 0 2
Pacific
Islander 3 2 1 0 6
Pakistani 8 0 0 3 11
Pan Asian 15 5 9 1 30
Pan South
Asian 12 0 5 1 18
Thai 13 0 0 0 13
Vietnamese 17 15 2 1 35
TOTAL 353 56 43 18 470
Source: “Directory of National Ethnic Media” (2005), New California Media

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

o Among the communities that have high rate of primary users of ethnic media,
newspaper is a media outlet that is being used the most.
o About half of all Chinese, Vietnamese and Korean adults read an ethnic newspaper
on a regular basis.
o Communities that have lower rate of primary users of ethnic media mostly use ethnic
television more than newspaper or radio.
o 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?

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 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

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 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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