LOS ANGELES: Ethnic media outlets were quicker and more thorough covering the SARS outbreak than their mainstream counterparts, pointing to relevant content as a major factor for Asian Americans when choosing news sources, according to a new study.
Using analysis of SARS coverage in both mainstream and Chinese newspapers, Torrance, CA-based Intertrend Communications found that Chinese newspapers were quicker to devote coverage to the disease's outbreak, and ran more frequent and in-depth articles than comparable mainstream sources in the two markets studied.
The analysis found that in the period between March 21 and March 28, Chinese newspapers in Los Angeles and New York increased their SARS coverage by 300%, providing detailed coverage of the issue as it grew in importance to constituents. Coverage of the outbreak in
The Los Angeles Times and The New York Times, however, saw no increase.
"The Asian-American community really prefers to read in-language media because of the content, and not so much because of the language preference," said Intertrend director
of PR events Alice Ching. "For PR agencies or corporations that are looking to convey a specific message to our audience, it's extremely important that we provide reporters with relevant information."