New America Media
www.newamericamedia.org
Expanding the news lens
through ethnic 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.
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 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.)
Ethnic Media News Exchange
Example 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
• 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