• by Michael Shields , January 19, 2005

A pair of studies on the readers of ethnically targeted newspapers affirms what many in the field have long claimed --mainstream newspapers are failing to reach this audience.

Dual studies conducted by Circulation Verification Council on both the Hispanic and African American newspaper markets appear to bear out this contention. According to a survey conducted among 15,000 readers of 110 African American community newspapers across the United States, 66 percent of readers cite their African American newspaper as their primary or only source for local news and community event information. In addition, only 12 percent of these readers subscribe to a daily newspaper.

Similarly, among 15,000 readers of 77 Hispanic community newspapers nationwide, 66 percent of readers cite their Hispanic newspaper as their primary or only source for local news and community event information, and only 14 percent subscribe to a daily newspaper.

The studies, which were conducted by Gemstone Communications Inc. and its subsidiary Ethnic Print Media Group (EPMG), which represents over 550 Hispanic and African American directed newspapers to advertisers, also touched on these readers shopping habits. Both studies found that these readers are inclined to respond to advertisers who embrace ethnic print.

In the Hispanic study, 79 percent of respondents said that they frequently purchase products or services as seen in their local Hispanic newspaper. Similarly, 72 percent of respondents in the African American indicated the same preference.

"Our new proprietary research shows the power of our newspapers in reach, relevance, and importance in both the Hispanic and black communities," said EPMG vice president Trevor Hansen in a statement. "For marketers and agencies looking for the touch points to effectively reach and leverage the tremendous buying power of multicultural America, our newspapers provide the forum and editorial environment for strong brand messaging and results."

It should be noted that the figures in each study do not refer to the African American or the Hispanic audiences in general, but are limited to the readers of ethnic print (therefore, neither study indicates that blacks and Hispanics do not read mainstream newspapers, just those that prefer ethnic print).

While these two studies should serve to benefit the EPMG, which hopes to use this data to sway advertisers, a similar study released last June by Amalgamated Publishers (which represents a nationwide network of black newspapers) also showed that the vast majority of black newspaper readers do not read mainstream daily newspapers.

In addition to the survey, the EPMG has directed audits for both the Hispanic and African American newspapers markets, for what they say is the first time in the medium's history. These audits should further legitimize these papers in advertisers' eyes, says EPMG.