NAM Executive Director Sandy Close on the 2009 EXPO and The Growth of The Ethnic Media

ATLANTA-When President Obama nominated federal appeals Judge Sonia Sotomayor to the Supreme Court, it was just as likely that Latinos learned about the historic appointment of a Hispanic justice from their ethnic media as from a mainstream newspaper or television network.



Technological advancements have dramatically altered how Americans receive news and information each day. But a somewhat surprising development has been the sustained growth of ethnic media, even as major daily newspapers struggle to keep their readers.



A new poll commissioned by New America Media (NAM) has found that the penetration of Spanish-language radio stations and newspapers has increased substantially since 2005. Moreover, Spanish-language television stations now reach 86 percent of all Hispanic adults in the United States, while access to the Internet among Hispanics has grown from 24 percent in 2005 to 37 percent this year.



Other ethnic communities are also tuning into their media outlets. African-American audiences for television stations, radio stations and newspapers that focus on black themes has increased about 10 percent since 2005; Chinese-language television stations and newspapers now reach 70 percent of all Chinese adults in the US, up from 55 percent in 2005; and Korean-language newspapers reach 64 percent of all Korean adults in the country, a boost from 46 percent in 2005.



While this data, and other findings from the poll, demonstrate the strength of the ethnic media, nonetheless these outlets face economic challenges similar to those forcing many mainstream newspapers to curtail operations or shut down. Ironically, as ethnic media grow more important than ever to the communities they serve, many outlets are struggling to survive.



NAM, a collaboration of more than 2,500 ethnic media outlets, is working to sustain and grow ethnic media in America. On June 4-5 at the Atlanta Hyatt Regency Hotel, NAM is sponsoring the National Ethnic Media Expo & Awards, which will highlight the successes of the ethnic media and help the outlets develop strategies for surviving the economic downturn.



The EXPO will hold sessions on how ethnic media can collaborate and grow stronger by working together, and will explore possible new partnerships.



For instance, NAM is working with government agencies, health groups ...