Poll: Minority Groups Favor Ethnic Media

Jeremiah Marquez, AP, June 7

LOS ANGELES—Nearly half the country’s Hispanics, Asian Americans and other minorities prefer ethnic newspapers, television and radio to mainstream media, according to a poll released Tuesday.

Outlets from Korean-language dailies to Spanish-broadcasting powerhouse Univision Communications Inc. attract 45 percent of adults in major minority groups, or about 29 million people nationwide, at least several times a week over their mainstream counterparts, a poll commissioned by the nonprofit New California Media shows.

Overall, ethnic media reach approximately 80 percent the groups studied—about 51 million people, or a quarter of the U.S. adult population.

“This is something that is growing like a giant hidden in plain sight,” said Sandy Close, executive director for NCM, a nationwide association of more than 700 ethnic media groups.

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