• New America Media, Tuesday, February 12, 2008 11:15 AM

According to a study by the Selig Center for Economic Growth, Asian Americans will represent $528 billion in spending power by 2009 but, they are under-served by most advertisers. Hispanics may make up the largest minority in the U.S. but there are still 13.5 million Asian Americans, or 5% of the total U.S. population, according to Census Bureau figures. Los Angeles, New York and San Francisco have the highest Asian populations. A 2005 study by Package Facts notes that computers and Internet, home electronics and automobiles are more likely to be owned by Asian Americans than other ethnic groups.

Further, a study by Ethnic Media in America reveals that Asian-American newspapers reach a substantial percentage of this group: approximately 80% of all Koreans, Chinese and Vietnamese. And that reach extends to other media outlets, including television and the Internet. "I think planners and buyers need to know that this is a very rich media environment," says Saul Gitlin, executive VP of strategic services at Kang and Lee Advertising. He adds that marketing to Asian-Americans marketing is cost effective and essential to a complete ad campaign.

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