Piolin talks about Latino Radio
It’s virtually the other story about the American news media. While mainstream news media is shedding its audience, the ethnic news media is gathering up its followers.
What’s the proof. Here are the results of a survey done for New America Media. The poll looked only at Hispanics, African-Americans and Asian Americans so the support for the ethnic media is clearly much larger.
The poll found that:
1. The number of adults reached by the ethnic news media has grown by 16 percent since 2005.
2. Spanish language radio and print now reaches 85 percent of all Latinos in the U.S.
3. Chinese language television stations and newspapers now reach 70 percent of all Chinese adults in the nation, up from 55 percent in 2005.
4. Korean-language newspapers are read by 64 percent of all Korean adults in the U.S., up from 46 percent four years ago.
5. English language publications aimed at Filipino and Indian readers are followed by 60 percent of the folks in these communities today.
6. Two-thirds of the nation’s African-American community listen to radio stations oriented toward them.
What’s going on here? Here’s my idea. People are turning to the news media that reflects them and their values, the news media that gives them stories they can’t find elsewhere. Like a good friend of mine explains why she reads only certain Polish newspapers in Chicago. “They have news I won’t find elsewhere.”
So, when you are out talking to advertisers, remember to hold up these facts. What they say is that there’s an appetite that is growing, and maybe advertisers and local officials need to realize this.
Here are the details.
