La Opinion

In Sinking Media Market, Hispanic and Other Ethnic Media Thrive

There is coverage today of a new study indicating that Hispanics made up nearly half of the more than 1 million people who became U.S. citizens in 2008 - almost 1 of 2 new Americans are Latino.  Additionally, the number of Latinos who became American citizens in FY 2008 more than doubled from the previous year.  It stands to reason the sucess of ethnic media that reflects this growing multicultural reality. A piece by Mandalit de Barco today on NPR's morning edition focuses precisely on the growing market share of "ethnic media," happening for various reasons: 

Many of these newspapers and broadcast stations are doing well because they've tapped into an expanding audience - the sons and daughters of immigrants.  In Los Angeles, the No. 1 TV station isn't NBC, CBS, ABC or Fox - it's Spanish-language KMEX, the flagship of Univision. And it isn't just Los Angeles' top station - Nielsen says it's No. 1 in the U.S. with viewers aged 18-49. KMEX built big numbers with immigrant audiences, but is now drawing their sons and daughters - and even their grandchildren.

University of Southern California journalism professor Felix Gutierrez says it's more than just language that's attracting those younger viewers.  "I was watching last night, and they were talking about the border wars - drug smuggling and all that. But they were covering it from the Mexican side. They had the same kind of footage, but it was a different perspective, a different angle that I don't see on CBS, NBC, CNN and the other networks," Gutierrez says.

Largely in response to the ties of many immigrants, one will undoubtedly find that these multicultural outlets have a great deal more international news than local, and thus a wider breadth of stories.  They must cover the local school, storm, or kindapping, in addition to the elections in El Salvador, violence on the border, and new constitution in Bolivia.

Not only is the content more diverse than traditional media, these outlets are forced to be more dynamic and market to a more diverse, multigenerational, audience: 

Previously, these stations used to rely on ethnic audiences that had few other options because they weren't comfortable in English. But that's not necessarily true of immigrants' children.

"We know that the first generation watches us," [Eric Olander] says. "The second generation's much more difficult to capture, in part because they have language skills, which allow them to watch MTV, to go listen to NPR. They have a much wider array of choices. Not to mention, the second generation, which are younger, is watching less TV - they're on the Web, they're not reading the newspapers in the numbers they were. Their media patterns are changing."

That's why in addition to its broadcasts, KSCI now offers podcasts, blogs and video online in various Asian languages and in English.

The biggest Spanish language daily newspaper in the country, La Opinion, is also reaching out online. The Los Angeles paper's circulation has dipped, but it still has half a million readers.

Publisher Monica Lozano says the newspaper, which was started in 1926 by her grandfather, survived the Great Depression, battles over immigration and world wars, and it's now adapting to the recession and new media appetites. Lozano says Latino households tend to be multigenerational, multilingual and multimedia.

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