New America Mediawww.newamericamedia.org

Expanding the news lens through ethnic media

New America Media New America Media

Ethnic media reaches 60 million adults on a daily basis, Over one-fifth of the U.S. population.

New America Media is the country’s first and largest national collaboration and advocate of 2000 ethnic news organizations. Over 57 million adults connect

to each other, to home countries, and to America through 2000+ ethnic media, the fastest growing

sector of American journalism.

Ethnic media reaches 60 million adults on a daily basis, Over one-fifth of the U.S. population.

New America Media is the country’s first and largest national collaboration and advocate of 2000 ethnic news organizations. Over 57 million adults connect

to each other, to home countries, and to America through 2000+ ethnic media, the fastest growing

sector of American journalism.

NAM’s Web site is an “AP” of ethnic media, a news exchange

highlighting the key daily stories of ethnic communities in the U.S.

Brief OverviewBrief Overview• Editorial. Ethnic media’s great strength has always been to

amplify the voice of and visibility of community. “We wish to plead our own cause, too long have others spoken for us,” was the mission statement of Freedom Journal, one of the earliest Black papers founded in 1828. NAM works to highlight the stories of ethnic media, which often focus on the hyper-local and “News You Can Use,” and to create a megaphone for the issues and concerns of ethnic media audiences.

• Social Marketing. Ride a subway in New York City and you will see commuters reading newspapers -- The Sing Tao Daily, El Diario La Prensa -- that connect newcomer populations and immigrant Americans to life in the U.S. The ethnic media are the “trusted voices” in millions of ethnic and immigrant communities, yet are often ignored by mainstream advertisers and government agencies. NAM works to connect the ethnic media sector to groups who want to “message” to the audiences of ethnic media. We also work to identify ethnic media who act as first-line responders in times of emergency (Hurricane Katrina; salmonella outbreaks; BP oil spill.)

• Editorial. Ethnic media’s great strength has always been to amplify the voice of and visibility of community. “We wish to plead our own cause, too long have others spoken for us,” was the mission statement of Freedom Journal, one of the earliest Black papers founded in 1828. NAM works to highlight the stories of ethnic media, which often focus on the hyper-local and “News You Can Use,” and to create a megaphone for the issues and concerns of ethnic media audiences.

• Social Marketing. Ride a subway in New York City and you will see commuters reading newspapers -- The Sing Tao Daily, El Diario La Prensa -- that connect newcomer populations and immigrant Americans to life in the U.S. The ethnic media are the “trusted voices” in millions of ethnic and immigrant communities, yet are often ignored by mainstream advertisers and government agencies. NAM works to connect the ethnic media sector to groups who want to “message” to the audiences of ethnic media. We also work to identify ethnic media who act as first-line responders in times of emergency (Hurricane Katrina; salmonella outbreaks; BP oil spill.)

Ethnic Media News ExchangeExample Hub: Phoenix, AZ

NAM Original Stories (picked up in ethnic media)

• La Opinión: Reaccionan Brewer y Calderón, Valeria Fernández

• World Journal: The U.S.-Mexico Border Is Safer Than You Think

• La Prensa-San Diego: Hope Comes to Arizona Immigrants in Form of Federal Lawsuit

Ethnic Media Stories (picked up by NAM)

• Navajo Times: Urban Natives Say Arizona Law Will Target Them

• China Press: SB 1070 is Driving Chinese Businesses Out of Arizona

• PhxSoul.com: African Americans Raise Voices Against Arizona Law

Radio Interviews

• Valeria Fernández on Ethnic Media Watch

• Tyche Hendricks and Peter Schrag on Immigration

Building local networks of ethnic media through partnerships with Journalism

Schools: New Orleans, Los Angeles, Washington, D.C., Phoenix, Seattle

Producing youth media and multimedia

News beats: immigration, the economy, health, elders, energy, news from the homeland

Bridging the digital divide through multi-media trainings and Web

development

Blogging and Social Media

Bridging the gap between policy makers and ethnic media: Summits on Health, Immigration, Environment, Economy.

Convening community in a high-tech media landscape.

NAM’s Social Marketing NAM’s Social Marketing • Reaching diverse communities in multiple languages

requires customized messaging within a single campaign. Since 2000, NAM’s multicultural marketing division has developed a hybrid approach to leverage the full reach of ethnic media in both an editorial and advertising capacity.

• For example, since 2008, we’ve hosted roundtables with ethnic media and the Centers for Disease Control in cities across the country, on influenza, whooping cough, H1N1 and pre-teen vaccine campaigns, helping to generate stories and awareness in hundreds of Korean, Polish, African American, Haitian, Spanish-language, African, Chinese and Arab print, radio, and broadcast media in the U.S.

• Reaching diverse communities in multiple languages requires customized messaging within a single campaign. Since 2000, NAM’s multicultural marketing division has developed a hybrid approach to leverage the full reach of ethnic media in both an editorial and advertising capacity.

• For example, since 2008, we’ve hosted roundtables with ethnic media and the Centers for Disease Control in cities across the country, on influenza, whooping cough, H1N1 and pre-teen vaccine campaigns, helping to generate stories and awareness in hundreds of Korean, Polish, African American, Haitian, Spanish-language, African, Chinese and Arab print, radio, and broadcast media in the U.S.

Sample Campaign: Center for Disease Control

Sample Clips from Influenza Campaign with CDC, 2009

Census 2010

NAM organized briefings with ethnic media and top Census officials in 12

cities in 2009, and steered investment for ethnic media to create their own ads on

why Census was important

NAM Multilingual Polls

Engaging the audiences of ethnic media in the public conversation.

Polling in-language to gauge opinion on the topics of the day - Iraq,

Hurricane Katrina, 9/11.

Ethnic Media in the News

NAM polls on Capitol Hill: Including the voices of ethnic

media audiences in policy debate

NAM Poll on Women Immigrants, 2009

Using communications as way to convene community in the 21st Century