Commentary

Very Niche Marketing

  • by June 4, 2001
Very Niche Marketing

Deepti Hajela, Associated Press Writer, recently wrote in a report released by the AP, that the New York has nearly 200 ethnic newspapers and magazines. The Bangladeshi community alone has eight newspapers. Polish New Yorkers have six. And nine publications in four languages are aimed at Indian immigrants.

In San Jose, Calif., with a population of 100,000, more than a dozen daily or weekly newspapers serve the Vietnamese community alone.

In Chicago, more than 80 publications serve Hispanics, Poles, Koreans, Russians, and other communities. And in Miami, where Spanish-language publications have long thrived, newspapers are now targeting immigrants from the Caribbean.

Ethnic newspapers fill a void left by the major newspapers, said Garry Pierre-Pierre, a New York Times reporter. These papers are able to focus on specific communities, concentrating their resources on stories that may be important to a section, rather than the city as a whole, he said.

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