When you’re creating a media plan, don’t overlook the numerous ethnic media outlets, from small weekly newspapers to specialty radio shows.
This article at WashingtonPost.com says the landscape of ethnic media has grown more crowded in recent years, reinforced by the same immigration patterns that are driving the nation’s population growth.
It has been particularly dynamic in the Washington area, the article says, with small outlets — a newspaper that covers the Ghanaian community, for example, and a polyglot mix of local cable shows — and major operators. The Washington Post Co. now owns the Spanish-language daily El Tiempo Latino; local companies like Black Entertainment Television parent BET Holdings Inc. and Radio One Inc. have grown into major corporations.
Ethnic media outlets are having a particularly difficult time attracting national advertising.