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1. Ethnic media reaches how many people? A. 5 million B. 16 million C. 37 million D. 51 million Answer: D. (51 million)
Ethnic media reaches about 51 million of adult population in the United States, or 25% of
adult population. 29 million adults or 13% of the entire adult population of the US prefer primarily ethnic media. 22million adults or 12% prefer mainstream media, but uses ethnic media on a regular basis.
2. Ethnic media reaches what % of Asian American and Pacific Islanders (AAPIs)? A. 30% B. 54% C. 77% D. 82% Answer: D: 82%
82% of Koreans, 81% of Chinese and 80% of Vietnamese use ethnic media.
3. AAPI ethnic media is present in mostly large cities. True or False? Answer: FALSE AAPI Ethnic Group Bangladeshi Cambodian Chinese Filipino
Print 13 6 71 32
Radio 1 2 7 2
TV 1 1 6 3
Online 0 0 2 1
TOTAL 15 9 86 38
Hmong 4 7 4 0 Indian 41 5 5 3 Indonesian 3 0 0 0 Japanese 24 0 0 1 Korean 90 10 5 5 Laotian 1 0 1 0 Pacific Islander 3 2 1 0 Pakistani 8 0 0 3 Pan Asian 15 5 9 1 Pan South Asian 12 0 5 1 Thai 13 0 0 0 Vietnamese 17 15 2 1 TOTAL 353 56 43 18 Source: “Directory of National Ethnic Media” (2005), New California Media
15 54 3 25 110 2 6 11 30 18 13 35 470
Asian American ethnic media is developed, published and distributed to most areas in the United States. Some cities include: Anaheim, Long Beach, Lowell, Boston, Stockton, Fresno, Rockville, San Diego, Phoenix, Seattle, Flushing, Manhattan, Philadelphia, Atlanta, Brooklyn, Dallas, Chicago, Alhambra, Monterey Park, Denver, D.C., Metuchen, San Francisco, El Monte, Edison, Miami, Houston, St. Louis, Portland, Los Angeles, Pasadena, Boda Raton, Las Vegas, Glendale, Honolulu, Chamblee, Palisades Park, Charlotte, Oakland, Long Island, Doraville, St. Paul, Minneapolis, Sacramento, Falls Church, Elmhurst, Queens, Jackson Heights, Newark • • • • AAPI ethnic media reaches both large and small cities. Print media is the largest media outlet. Online media is emerging. Korean Americans have the highest amount of media outlets among AAPIs
4. Television is the preferred medium for news among AAPIs. True or False? Answer: True & False… it depends
o o o o
Among the communities that have high rate of primary users of ethnic media, newspaper is a media outlet that is being used the most. About half of all Chinese, Vietnamese and Korean adults read an ethnic newspaper on a regular basis. Communities that have lower rate of primary users of ethnic media mostly use ethnic television more than newspaper or radio. Korean and Chinese television stations are rapidly increasing. 25% of those interviewed reported watching Korean and Chinese language television more often than English language television.
5. How widely do AAPIs use the internet to access information? A. 44% B. 53% C. 67% D. 76% Answer: D. • 67% of all AAPIs access internet. • 50% of which prefer ethnic website to mainstream websites. • Asian Indian adults (81%) access the internet more often than other Asian groups
6. Ethnic media in the United States are operated as “mom & pop” shops. True or False? Answer: FALSE
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$4.26 billion was generated from advertisements on the Latino media ( 4% of $106.5 billion of advertisements mainstream media). Spending on Latino media is projected grow 16.4% a year from 2007 – 2009; mainstream forecast is 9.4% Asian American ethnic media grew by 150% in a 10 year period (1989-1999) and Latino ethnic media by 180% African American ethnic media by 70% in the same period of time. 2005 New California Media directory lists 2,000 ethnic media outlets; in 2008, number grew to 3,111 ethnic media outlets
7. The editorial board is an influential body in ethnic media. True or False? Answer: • FALSE
AAPI ethnic media usually works with no editorial board. Decisions are usually made at the owners’ discretion.
8. How are AAPI ethnic media businesses structured? A. Franchised across the country, particularly in small cities B. Coordinated by one national office C. Ties with homeland newspapers – uses the same name; reprints homeland newspaper; local autonomy D. All of the above Answer: D. All of the above.
9. Ethnic media reporters do not have access to the same level of information as mainstream media reporters. True or False? Answer: False • Independent Press Association found in 2005, that government agencies “often do not return phone calls or provide relevant information” to the ethnic press. The most unhelpful federal agencies were the Department of Homeland Security, the Bureau of Citizenship and Immigration Affairs and the Department of Labor. [Source: Across America, 25 Percent of adults get their news from ethnic media. Are they getting quality journalism? 2007.]