Ethnic Media Online Leadership

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Ethnic Media Online Leadership

• Atlanta, June 5-7, 2009
• Orientation / Opening
• With Craig Matsuda

2
Topics to Be Covered

• Who we are
• What we do, especially online
• How folks use the net and why you should care
• Why were here
• What were going to do

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Whos Who

• First name, organization introductions
• How many are founders, 1st generation family
  members?
• How any arent in family-run business?
• How long in existence? 5 years or less? 10 or
  less? 25 or less? More?
• Information providers monthly? weekly?
  bi-weekly? daily? multiple times/day? 24/7?
• What languages? At least 7 in room
• Mostly staff or free-lance? No. of people in
  organization, news gathering operation?

4
What We Do Online

• Mostly PDF or other copies of print editions?
• How robust online?
• Online-only stuff, especially blogs?
• Photographs? Photo galleries?
• Audio / Podcast?
• Video?

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What We Do Online

• Online communities? E-mail newsletter? Polls?
• Social media Facebook, Twitter?
• Advertising (display) on home, other pages?
• Google or other similar ad programs?
• Classified ads?
• Java or Flash animated ads?
• Marketing info online (demographics, ad rates
  etc.)? Download? Info for print and online?
• Partnerships / Corporate syndicates-services
  video-audio broadcast directories-yellow pages

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How Folks Use the Net

• Three distinct groups Africans / African
  Americans, Asians, Latinos.
• Each group with different, general online
  characteristics
• Each group with distinctive demographics

7
Africans / African Americans

• Big group
• Generational divide
• Young are more in step with tech trends
• Lower but almost matching DSL-fixed computer use

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Asians

• Growing group that skews young
• Tech savvy and early adapters
• Higher than norm use of both fixed, mobile
  computing
• Big on games, gaming

9
Latinos

• Rapidly growing group that skews young
• Economic status key to computer use
• Language / generation key to online life
• Very into mobile

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The world is changing, fast

• Dont get left behind by your audience

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Things to consider

• More than 70 of English speaking Latinos, Asians
  and African Americans have high speed net access
  just under 50 of Spanish speaking Latinos do.
  Only a few percentile points separate Whites,
  Latinos (English- and Spanish-speaking), African
  Americans and Asians in access to dial-up
  internet.
• Almost half of Asians have wi-fi access more
  than 30 of English speaking Latinos do.
• Asians far outpace others in owning laptop
  computers but only percentile points separate all
  groups as for desktop computers, ownership of
  which ranks in 80 range.
• Latinos (English- and Spanish-speaking) and
  Asians are heavy owners of digital cameras --
  rates approach or exceed 80 they are big owners
  of digital video equipment, half or more own it.

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Things to consider

• Almost 15 of Spanish speaking Latinos say
  theyll have a blog in a year, followed by Asians
  (10) and African Americans (8) almost 20 of
  English speaking Latinos and Asians already have
  blogs. Only 6 of non-Latino Whites blog just 3
  anticipate doing so.
• Almost 35 of Spanish speaking Latinos have a
  website 15 more say theyll have one in a
  year almost 30 of English speaking Latinos have
  one more than 10 anticipate having one in a
  year.
• Almost a third of Asians and African Americans
  blog almost 15 of African Americans say they'll
  have one in a year more than 10 of Asians say
  this is so.

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Things to consider

• More than 70 of Asians say they have a cell
  phone with a camera, as do almost 70 of English
  speaking Latinos and more than 60 of Spanish
  speaking Latinos almost 60 of African Americans
  do.
• Latinos are heavy cell phone users, text
  messagers, visitors of online music sites and
  online video they download material more than
  others do
• A third or more of Latinos and Asians use social
  media several times per month -- more than whites
  do
• The "digital savvy," an affluent, young,
  well-educated, male and very heavy net-using
  consumer group has disproportionate
  representations of Asians and English speaking,
  U.S. born Latinos

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Things to consider

• More than half of Latinos who are on the net are
  35 or younger vs. 35 of the general population.
• Although most do not use them as avidly and
  widely as Latinos do, two-thirds of African
  Americans own cell phones
• The large African American population is getting
  grayer, with a third or so older than 50
• Sources Scarborough, Pew Hispanic Center,
  Arbitron, National Ad Council, Hispanic Online
  Marketing, Pew Internet American Life Project,
  Center for Hispanic Marketing Communications at
  Florida State University / DMS Research

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Your role / opportunities

• Close to audience
• Create, play integral role in well-defined
  communities
• Deep knowledge of people, place, issues, history,
  context, custom
• Provide coverage of communities ignored or even
  shunned
• MSM didnt cover these communities when they
  could they cant now, especially alone
• Democratic society requires information, comfort
  with all its people
• Two-way conduit Talking to folks inside
  communities Talking to folks outside communities
• Business potential each way

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Your role / opportunities

• How are we doing now? Way ahead, Ahead, Even, Off
  slightly, Struggling, Plummeting?
• What do you want to be tomorrow? Paper for
  grandma grandpa? Keeping what I have and
  building in cyberspace? Dashing online, now and
  forever?
• Print audience aging Online audience booming
  Print costs rising Online costs declining Print
  revenue declining Online growing

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What were going to do

• Be realistic builders (1 block at a time)
  Audience, Content, Opportunity
• Confront challenges Revenue, Resources, Time
• Take a leadership, strategic approach No one can
  move without a plan and a leader
• NOT Hands-on / How-to
• Share ideas, concepts, approaches, especially
  about social media
• Think, plan, act, measure a concrete project that
  you can / will accomplish
• Complete a program evaluation, tell us how we can
  help more