Subject: First-Ever Quantitative Study on the Reach, Impact and Potential of
Ethnic Media

First-Ever Quantitative Study on the Reach, Impact and Potential of Ethnic
Media
NCM & USC Survey

NCM,
Apr 23, 2002

http://news.ncmonline.com/news/view_article.html?article_id=796

New California Media Releases First-Ever Quantitative Study on the Reach,
Impact, and Potential of Ethnic Media
Presentation of Survey (pdf)

Wall Street Journal Article (pdf)
SAN FRANCISCO, CA, April 23, 2002 -- New California Media (NCM), an
association of over 400 print, broadcast, and online ethnic media
organizations, today released findings from the first-ever quantitative
study on the reach, impact, and potential of media targeted to Hispanic,
African-American, and Asian-American communities. The study of 2,000
California residents was conducted by Bendixen & Associates, a public
opinion firm specializing in research of political, social, and economic
trends in Latin America and the United States.

"This study shows that ethnic media reaches 84% of the three largest
minority groups in California," said Sergio Bendixen, President of Bendixen
& Associates. "In a state where Hispanics, African-Americans, and
Asian-Americans make up nearly 50% of all residents, this information is a
critical part of understanding how businesses can effectively reach this
rapidly growing segment of the population."

The survey was funded by the James Irvine Foundation, the Ford Foundation,
the American Association of Advertising Agencies, and The Annie E. Casey
Foundation. The Chinese American Voter Education Committee was also a key
collaborator in shaping the survey. Findings are based on interviews with
2,000 Hispanic, African-American, and Asian-American adult residents of
California, and representative of the nearly 17 million ethnic
Californians. The interviews were conducted between November 2001 and March
2002, by professional interviewers in twelve different languages: English,
Spanish, Mandarin, Cantonese, Korean, Vietnamese, Tagalog, Japanese, Thai,
Cambodian, Laotian and Hindi. The results were weighed to reflect the
actual population figures of each ethnic group in California, according to
the 2000 Census.

Following is a summary of the survey?s major findings:

Ethnic television stations, radio stations, and newspapers reach 84% of all
Californians who self identify as Hispanic, African-American, or
Asian-American. These are Californians who said they watched ethnic
television, listened to ethnic radio, or read an ethnic newspaper, and
could correctly identify the specific media outlet. According to the
findings, Spanish-language media reach 89% of California Hispanics,
African-American oriented media outlets reach 79% of African-Americans in
the state; and Asian-American media reach 75% of the Asian population of
California (with the primarily Chinese, Vietnamese, and Korean populations
the most likely to listen to or read ethnic media).

A significant percentage of Hispanics, African-Americans, and
Asian-Americans in California prefer ethnic media to their English language
or general market counterparts. Ethnic radio stations in California have
huge audiences, and 43% of ethnic Californians prefer these stations (51%
of Hispanics, 32% of African-Americans, and 26% of Asian-Americans). Ethnic
television networks, stations, and programs were the top choice of 36% of
ethnic Californians (43% of Hispanics, 27% of Asian Americans, and 14% of
African-Americans). Ethnic newspapers also have a significant following,
and are most widely read among the Asian-American population (34% of
Asian-Americans, 23% of Hispanics, and 10% of African-Americans).

The type of news or programming that ethnic Californians listen to or read
varies by outlet. News television programs are most popular with
Californians that watch ethnic television, while music programming is the
most important to those who listen to ethnic radio, and international news
is the most important to those who read an ethnic newspaper.

Of significant interest to companies doing business in California is the
fact that ethnic Californians are more likely to pay attention to
advertising in the ethnic media than to ads in general market media. Forty
percent of those interviewed say they pay more attention to television,
radio, and newspaper ads in the language of their home country than to
English-language ads. Sixty-six percent of ethnic Californians agreed that
businesses that advertise in the ethnic media "seem to understand my needs
and desires better than other companies," and 63% agreed that they are
"more likely to buy a product or service advertised" in an ethnic oriented
publication or program. Hispanics exhibit the strongest "advertising
loyalty" characteristics, followed closely by Asian-Americans.

"This study accomplishes two things. First, the industry finally has some
quantitative research that provides the extent of readership, viewership,
and listenership that the various ethnic media have by the key ethnic
groups," said Jerry Gibbons, Executive Vice President of the American
Association of Advertising Agencies. "Second, it demonstrates that ethnic
media and the advertising which appears in that media makes an emotional
connection with ethnic consumers. Creating that special link with customers
is critical to building your brand and developing long-term relationships.
We believe this groundbreaking study will help marketers and their agencies
make better choices about how to effectively reach their target markets."
"What is exciting about this study is not only the results, but the fact
that it has created a model for multi-lingual polling of the new
California," said Sandy Close, Executive Director of New California Media
and Pacific News Service. This survey is the first in a series of quarterly
polls by Bendixen & Associates to survey the new California. New California
Media will partner with University of Southern California?s Annenberg
School of Communication on the polls.

About New California Media

New California Media is an association of over 400 print, broadcast, and
online ethnic media organizations founded in 1996 by the non-profit Pacific
News Service. NCM?s goal is to raise the visibility of ethnic media as a
major information source for California?s 17 million ethnic residents;
increase the ethnic media?s access to the advertising dollar through a
one-order/one-bill placement service; and promote an inter-ethnic editorial
exchange. The New California Media Expo and Awards 2002, held on September
18 at the Beverly Hilton Hotel in Los Angeles, will showcase a who?s who of
ethnic media throughout the state, as well as leaders in multi-cultural
marketing, elected officials, advertising agency executives, and mainstream
media. The Expo will include panels, workshops, and an awards banquet. For
more information, visit the website at www.ncmonline.com.

Additional survey information is available by request.

Contact:
David Park
323.954.0415
david@parkandassociates.com