The Important Role of Ethnic Media - And How the de Blasio Administration Can Engage With It

1. November 12, 2013
CUNY Graduate School of Journalism’s Center for Community and Ethnic
Media, in conjunction with the New York Press Association

2. 170 Languages are
spoken in NYC
NY is the most populous city in
the United States—8.2 Million!
Percent of Foreign-born by
borough – 1970 through 2010
Staten Island
Bronx
Queens is the most ethnically
diverse county in the United
States.
Manhattan
Brooklyn is the 3rd most
diverse, Manhattan ranks 7th.
2010
Queens
36% of NYC’s population is
foreign born.
2000
1990
1980
1970
Brooklyn
Source: nyc.gov.
0
10
20
30
40
50

3. 
Latino Population
• 2.3M Latinos, represent 28% of NYC’s population
• The Latino population grew by 8% from 2000 – 2010
 In the Bronx, Latinos represent more than half of the population—
54%. In Brooklyn, 20% of the population is Latino.
5 Primary Groups
Puerto Rican
Dominican
Mexican
Ecuadoran
Columbian

4. 
Asian & South Asian Americans
 NYC is home to more than 1M Asian Americans—representing 12% of
the city’s population
 The Asian population in NYC grew 32% during the past decade.
 In addition, NYC is home to more than 100,000 Koreans, representing
15% of all Korean-Americans
 And more than 650,000 Chinese – the largest population center
outside of Asia live in NYC.
 Indians are the largest South Asian group, followed by
Bangladeshis and Pakistanis

5. 
African Americans
 NYC is home to the largest African American community
of any city in the country.

White Americans
 White Americans – 3M of them – make up 35% of the
city’s population.

6. 
19 Daily Newspapers
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
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New York Times
New York Daily News
New York Post
AM New York
Metro New York
Newsday
Staten Island Advance
Brooklyn Daily Eagle
Russian Daily Reporter
American Oggi
China Press
The Sinoamerican Times
El Nacional
The World Journal
New York Daily Challenge
Nowy Dziennik
Korea Times
Sing Tao
El Diario

7. 
87 weekly newspapers are published in
Manhattan—45 are ethnic—52%
Non-Ethnic
Non-Ethnic


Ethnic
Non-Ethnic

Ethnic
Ethnic
Non-Ethnic
Ethnic
14 weekly newspapers are published in
the Bronx—4 are ethnic—25%
43 weekly newspapers are published in
Brooklyn—19 are ethnic—44%
65weekly newspapers are published in
Queens—58 are ethnic—89%

8. 
Sunday Circulation = 1.2M

Mon – Sat average paid
circulation = 717,513

Mon – Sat circulation
within NYS = 233,819

3.1 M HH in NYC = household penetration
less than 7%

9. 
Mon – Sat average paid circ. = 579,6363

272,540 newspapers are delivered in the city.

The Daily News reaches 8.8% of the HHs in NYC

By Borough:

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Manhattan – Only 8.5%
Brooklyn – Only 9%
Bronx – Only 10%
Queens – Only 8.5%

10. 
Mon –Sat circulation for the New York Post – 559,795

213,964 newspapers are delivered in NYC

The New York Post has 7% HH penetration in NYC

By Borough:


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Manhattan – Only 11%
Brooklyn – Only 5%
Bronx – Only 6%
Queens – Only 5%

AM New York – 321,218

Metro New York – 302,097

11. 
The combined circulation of the
126 ethnic newspapers published in NYC is
almost 3 MILLION (2,944,159)

Community weekly and ethnic newspaper
circulation by county:
 Manhattan - 1,771,580
 Brooklyn – 413,405
 Bronx - 81,774
 Queens – 677,400

12. NYC Circulation by Ethnic Group
Latino
838,218
African Amer.
541,520
Chinese
264,000
Caribbean
231,000
Russian
171,500
Irish
151,524
Asian Indian
148,889
Haitian
130,000
Korean
123,400
Italian
77,428
Dominican
76,000
Brazilian
60,000
Greek
59,000
Bangladeshi
55,000
Ecuadoran
43,000
Filipino
38,088
Arab
30,000
Polish
27,634
Pakistani
27,000
Albanian
10,000

13. Radio
38 Radio Stations
in NY DMA
Top-ranked stations at
“peak drive-time”
only delivers 6% of
the audience!

14. Television
1952 – 1953
The top rated television show
was I LOVE LUCY
67% of the TV viewing
audience tuned in to
I LOVE LUCY
Compared to 2012
The top rated TV show
was Sunday Night Football
ONLY 12% of the TV
viewing audience

15. For Example…

Do not view the ethnic population as a
“monolith” It won’t be effective because
they don’t identify themselves that way

Use ethnically specific and community
newspapers as “Reach Optimizers”

Provide culturally relevant content and
messaging. Cultural sustainability matters.

Cultural relevancy is a two-way street.

Don’t use a “one size fits all” approach to
outreach. Target your audience and customize
your message.
Asian Audiences: “the more you
tell, the more you sell.”
Latino Audiences: prefer brand
loyalty and punchy, sloganbased, entertaining advertising.