As our population grows increasingly diverse, more people are getting information from ethnic media outlets, including television, radio, newspapers, magazines and websites. It’s the fastest growing sector of American journalism. And just as we moved from mass to micromarketing to social media marketing during the past several decades, our media consumption habits have changed considerably, too.

The Power and Influence of Ethnic Media

Mainstream media are still influential, but we can’t underestimate the rapid growth and powerful influence of ethnic media. In major cities, the percentage of residents born outside the United States is significant, but local advertising budgets do not always reflect the changing demographics. Local ethnic media outlets are vital communication channels for connecting with specific segments of populations in meaningful and trusted ways. A story placement about the importance in getting a yearly flu vaccination is likely to resonate stronger in a targeted ethnic media outlet than one serving the masses.

Print, broadcast, wire services and online media outlets that serve African Americans, Hispanics, Asian Americans and American Indians/Alaska Natives are vital to connecting with diverse audiences. Working with ethnic media can yield positive results, providing a potent channel for culturally-focused public health and social marketing campaigns.

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