Ethnic media outlets growing, now reach 57 million adults

ATLANTA: Ethnic media outlets regularly reach 57 million people in the US, or 82% of black, Hispanic, and Asian-American adults, according to a survey from New America Media (NAM).

ATLANTA: Ethnic media outlets regularly reach 57 million people in the US, or 82% of black, Hispanic, and Asian-American adults, according to a survey from New America Media (NAM). This penetration increased over the past four years, with such outlets picking up 8 million new readers, viewers, and listeners.

According to NAM's survey, Spanish-language television networks, led by Telemundo and Univision, now reach 86% of the country's Hispanic population, an increase from four years ago. Meanwhile, Spanish-language newspapers reach one-third of Hispanic adults.

In the black community, television channels are still limited, the survey found, but black-oriented radio stations have increased, reaching two-thirds of black adults. Asian-American publications, including Korea Daily, the World Journal, and Sing Tao, have increased circulation, and outlets reaching the Filipino and Asian Indian communities are also increasing.

"The thirst for relevant news and information has made many residents of ethnic communities turn to media outlets that do substantial reporting on their culture, issues, and neighborhoods," said Sandy Close, executive director of NAM, in a statement. "The increase in ethnic media audiences is incredible, considering the declines that many mainstream media outlets are confronting."

Conducted by Bendixen & Associates on behalf of NAM, the survey polled more than 1,300 ethnically-diverse adults. The findings were released at NAM's annual National Ethnic Media Expo and Awards in Atlanta on June 5.

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