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