The Ethnic Media in America:
The Giant Hidden in Plain Sight
Conducted by Bendixen & Associates
For New California Media (NCM)
In partnership with
Center for American Progress
Leadership Conference on Civil Rights Education Fund
Final Report
METHODOLOGY
The findings of this report are based on a poll of 1895 African American,
Hispanic, Asian American, Arab American and Native America adults in the
United States. The total sample is comprised of 14 sub-samples, which break
down as follows:
Sample group
African American
Arab American
Asian American (Total)
Asian Indian
Chinese
Filipino
Japanese
Korean
Vietnamese
Hispanic (Total)
Central American
Cuban
Mexican
Puerto Rican
South American
Native American
Sample size
300
100
601
100
100
100
100
100
101
780
102
111
316
118
101
114
Each of the samples is representative of that specific ethnic population in the
United States. Interviews for the study were conducted in the following
languages: Arabic, Cantonese, English, Hindi, Japanese, Korean, Mandarin,
Spanish, Tagalog, and Vietnamese. All of the interviews were conducted
between April 26th and May 26th of 2005. The margin of error varies between
±3.5 and ±9.9 percentage points at the 95 percent level of confidence depending
on the size of the sample. The polling project was commissioned by New
California Media in partnership with The Center for American Progress and the
Leadership Conference on Civil Rights Education Fund and was designed and
coordinated by Bendixen & Associates of Coral Gables, Florida.
2
Methodology
• Sample size – 1,895 telephone interviews
with Hispanic, African American, Asian
American, Arab American and Native
American adults
• Dates of interviews – April 26 - May 26, 2005
• Margin of error – 2 percentage points
• Languages of interviews –
Korean, Vietnamese, Mandarin, Cantonese,
Tagalog, Hindi, Japanese, Arabic, Spanish
and English
Adult Populations of the United
States and Ethnic America
•
•
•
•
•
•
•
United States
215.7 million
Hispanic
27.1 million
African American
24.9 million
Asian American
9.3 million
Native American
1.5 million
Arab American
1.0 million
Total Ethnic Population Studied 63.8 million
Source: 2000 US Census and 2003 American Community Survey
3
Sample
Country of Birth
Demographics of Samples
Age
Hispanics
41%
African
Americans
39%
Asian
Americans
37%
Native
Americans
37%
59%
61%
18-39
63%
40+
Arab
Americans
42%
0%
20%
40%
4
63%
58%
60%
80%
Demographics of Samples
Income
Hispanics
53%
28%
African
Americans
37%
39%
Asian
Americans
Under
$30,000
22%
50%
Native
Americans
38%
Arab
Americans
20%
0%
10%
20%
Over
$30,000
47%
49%
30%
40%
50%
60%
Demographics of Samples
Region
19%
6%
Hispanics
32%
43%
Northeast
19%
African
Americans
Midwest
26%
49%
6%
South
West
25%
Asian
Americans
11%
15%
0%
10%
20%
49%
30%
5
40%
50%
60%
Demographics of Samples
Country of Birth
39%
Hispanics
African
Americans
91%
9%
U.S. born
Arab
Americans
42%
58%
Foreign born
Asian
Americans
Native
Americans
61%
22%
78%
100%
0%
0%
20%
40%
60%
80%
100%
Demographics of Samples
Education
Hispanics
41%
44%
11%
African
Americans
Some high
school or less
14%
55%
28%
Asian
Americans
9%
Native
Americans
30%
14%
58%
23%
Arab
Americans
10%
0%
20%
High school
graduate / Some
college
58%
College
graduate or
more
24%
59%
40%
6
60%
80%
Demographics of Samples
Registered to Vote
African
Americans
86%
14%
Native
Americans
76%
24%
Arab
Americans
Yes
58%
42%
No
Asian
Americans
52%
48%
35%
Hispanics
0%
20%
65%
40%
60%
7
80%
100%
MAJOR FINDINGS
1. 29 MILLION ETHNIC ADULTS ARE “PRIMARY CONSUMERS” OF
ETHNIC MEDIA
The study reveals the striking impact of ethnic media in the United States. Fortyfive percent of all African American, Hispanic, Asian American, Native American
and Arab American adults prefer ethnic television, radio or newspapers to their
mainstream counterparts. These "primary consumers" also indicated that they
access ethnic media frequently. This means that a staggering 29 million adults
(45 percent of the 64 million ethnic adults studied), or a full 13 percent of the
entire adult population of the United States, prefer ethnic media to mainstream
television, radio or newspapers. More than half of all Hispanic adults are primary
consumers of ethnic media. Approximately two-fifths of African Americans and
Arab Americans and a fourth of Asian Americans and Native Americans prefer
ethnic media to mainstream media.
Primary Consumers of Ethnic Media
Percentage of Total U.S. Adult Population who are Primary
Consumers of Ethnic Media
13%
8
Primary Consumers of Ethnic Media
Hispanics
55%
African
Americans
42%
Arab Americans
40%
Native Americans
25%
Asian Americans
25%
0%
10%
20%
30%
40%
50%
60%
Primary Consumers of Ethnic Television
Hispanics
38%
Arab Americans
32%
African
Americans
14%
Asian Americans
13%
Native Americans
7%
0%
5%
10%
15%
9
20%
25%
30%
35%
40%
Primary Consumers of Ethnic Radio
Hispanics
37%
African
Americans
37%
Asian Americans
13%
Native Americans
5%
Arab Americans
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Primary Consumers of Ethnic Newspapers
Hispanics
21%
Native Americans
20%
Asian Americans
19%
Arab Americans
12%
African
Americans
3%
0%
5%
10%
10
15%
20%
25%
2. ETHNIC MEDIA REACH 51 MILLION ADULTS – ONE FOURTH – OF
THE ENTIRE U.S. POPULATION
In addition to the 29 million people classified as "primary consumers," ethnic
media reaches another 22 million ethnic adults on a regular basis. These adults
prefer mainstream media, but they also access ethnic television, radio,
newspapers or websites on a regular basis. Therefore, our study indicates that
the overwhelming majority (80 percent) of the ethnic populations studied is
reached by ethnic media on a regular basis. The 51 million Americans reached
by ethnic media represent about a quarter of the entire U.S. adult population.
The Reach of Ethnic Media
Percentage of Total U.S. Adult Population Reached by Ethnic Media
24%
11
Reach of Ethnic Media
Hispanics
87%
32%
55%
African
Americans
42%
32%
74%
Arab
Americans
40%
34%
74%
Asian
Americans
25%
Native
Americans
25%
0%
70%
45%
Secondary
consumers
64%
39%
20%
Primary
consumers
40%
60%
80%
100%
Reach of Ethnic Television
23%
32%
Arab Americans
African
Americans
14%
Asian Americans
13%
Native
Americans
40%
38%
Hispanics
7%
0%
38%
20%
Primary
consumers
55%
52%
44%
31%
29%
78%
Secondary
consumers
36%
40%
12
60%
80%
Reach of Ethnic Radio
African
Americans
37%
Hispanics
37%
Asian
Americans
13%
Native
Americans
5%
Arab
Americans*
58%
21%
17%
54%
Primary
consumers
5% 18%
Secondary
consumers
9% 14%
2%
0%
10%
20%
30%
40%
50%
60%
*Primary and secondary consumers categories are 1%.
Reach of Ethnic Newspapers
Native
Americans
20%
Asian
Americans
19%
African
Americans
12%
Arab Americans
0%
10%
29%
8%
26%
23%
3%
Primary
consumers
35%
16%
21%
Hispanics
47%
27%
Secondary
consumers
6% 18%
20%
30%
13
40%
50%
Internet Access
Arab Americans
76%
Asian Americans
67%
African
Americans
49%
Native Americans
46%
Hispanics
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Reach of Ethnic Websites
45%
Arab Americans
31%
Asian
Americans
Visit ethnic
websites
35%
32%
African
Americans
17%
32%
Visit
mainstream
websites
16%
Native
Americans
30%
10%
Hispanics
14%
0%
10%
20%
30%
14
40%
50%
3. GROUPS SURVEYED SHOW DIFFERENT CHARACTERISTICS IN
ETHNIC MEDIA CONSUMPTION
A.
Hispanics:
The reach of Spanish-language media is almost universal in Hispanic America.
Eighty-seven percent of all Hispanic adults access Spanish-language television,
radio or newspapers on a regular basis. The success of the major television
networks (Univision and Telemundo) is well documented but this study also
indicates that Spanish-language radio and newspapers are rapidly increasing
their penetration in this market. For example, one-fifth of Hispanic adults report
that they now prefer Spanish-language newspapers to their English-language
counterparts. There are only small variations in the media usage of the Hispanic
groups studied but the poll indicates that Cubans watch Spanish-language
television and listen to Spanish-language radio more often than the other
Hispanic groups studied while a higher percentage of South Americans read
Spanish-language newspapers. This study also reveals that Hispanics have very
low access (24 percent) to the Internet.
Primary Consumers of Ethnic Media:
Hispanics – National Groups
Cubans
67%
Central Americans
59%
South Americans
54%
Mexicans
53%
Puerto Ricans
51%
0%
10%
20%
30%
15
40%
50%
60%
70%
80%
Primary Consumers of Ethnic Media:
Hispanics – Country of Birth
U.S. born
31%
Foreign born
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Primary Consumers of Ethnic Media:
Hispanic Immigrants – Residency in the United States
Less than 10 years
70%
10 years or more
70%
0%
10%
20%
30%
16
40%
50%
60%
70%
80%
Primary Consumers of Ethnic Media:
Hispanics – Age
18-39
54%
40-59
53%
62%
60+
0%
10%
20%
30%
40%
50%
60%
70%
Primary Consumers of Ethnic Media:
Hispanics – Gender
Male
43%
Female
65%
0%
10%
20%
30%
17
40%
50%
60%
70%
Primary Consumers of Ethnic Television:
Hispanics – National Groups
Cubans
50%
Central
Americans
43%
Mexicans
36%
Puerto Ricans
33%
South Americans
28%
0%
10%
20%
30%
40%
50%
60%
Primary Consumers of Ethnic Television:
Hispanics – Region
Northeast
47%
Midwest
15%
South
41%
West
35%
0%
10%
20%
18
30%
40%
50%
Primary Consumers of Ethnic Radio:
Hispanics – National Groups
54%
Cubans
37%
Mexicans
Central
Americans
34%
Puerto Ricans
31%
South Americans
31%
0%
10%
20%
30%
40%
50%
60%
Primary Consumers of Ethnic Newspapers:
Hispanics – National Groups
33%
South Americans
Central
Americans
29%
Cubans
26%
Puerto Ricans
19%
Mexicans
17%
0%
5%
10%
19
15%
20%
25%
30%
35%
Reach of Ethnic Media:
Hispanics – National Groups
South Americans
54%
59%
Central Americans
Puerto Ricans
0%
20%
90%
23%
53%
60%
Secondary
consumers
85%
32%
40%
Primary
consumers
90%
39%
67%
Mexicans
91%
32%
51%
Cubans
92%
38%
80%
100%
Reach of Ethnic Television:
Hispanics – National Groups
Central
Americans
43%
Cubans
50%
South
Americans
84%
34%
28%
53%
33%
Puerto Ricans
86%
43%
46%
Primary
consumers
81%
79%
Secondary
consumers
Mexicans
36%
0%
20%
40%
40%
20
60%
76%
80%
100%
Reach of Ethnic Radio:
Hispanics – National Groups
54%
Cubans
12%
37%
Mexicans
South Americans
31%
Puerto Ricans
31%
Central
Americans
17%
34%
0%
10%
14%
20%
30% 40%
Primary
consumers
54%
54%
23%
20%
66%
Secondary
consumers
51%
48%
50%
60%
70%
Reach of Ethnic Newspapers:
Hispanics – National Groups
South
Americans
12%
33%
Central
Americans
8%
26%
Puerto Ricans
14%
19%
Mexicans
17%
0%
10%
Primary
consumers
6% 35%
29%
Cubans
45%
8%
20%
21
34%
Secondary
consumers
33%
25%
30%
40%
50%
Internet Access:
Hispanics – National Groups
47%
South Americans
28%
Cubans
Central
Americans
26%
Puerto Ricans
21%
Mexicans
21%
0%
10%
20%
22
30%
40%
50%
B.
African Americans:
African American radio - stations that focus on African American themes and
content - is the most popular ethnic medium among Blacks in the United States.
A substantial majority of African American adults listen to ethnic radio stations on
a regular basis. African Americans that are 40 years of age or older and those
with annual incomes above $40,000 listen to ethnic radio more often than those
that are younger or poorer. It should also be noted that the reach of African
American newspapers is impressive. Even though African Americans read
mainstream daily newspapers more often, African American newspapers - mostly
weeklies - reach one quarter of all African Americans. Almost half of African
American adults have access to the Internet.
Primary Consumers of Ethnic Media:
African Americans – Age
18-39
49%
40-59
45%
21%
60+
0%
10%
20%
30%
23
40%
50%
60%
Primary Consumers of Ethnic Radio:
African Americans – Region
Northeast
25%
Midwest
45%
South
37%
West
37%
0%
10%
20%
30%
40%
50%
Primary Consumers of Ethnic Media:
African Americans – Gender
Male
40%
Female
43%
0%
5%
10%
15%
20%
25%
24
30%
35%
40%
45%
50%
Internet Access:
African Americans – Gender
Male
50%
Female
49%
0%
10%
20%
30%
40%
50%
60%
Internet Access:
African Americans – Age
18-39
61%
40-59
51%
60+
20%
0%
10%
20%
30%
25
40%
50%
60%
70%
Internet Access:
African Americans – Education
Some high school
or less
19%
High school
graduate / Some
college
45%
College graduate
or more
76%
0%
10%
20%
30%
26
40%
50%
60%
70%
80%
C.
Asian Americans:
Asian American newspapers reach a substantial percentage of the nine million
Asian American adults in the United States. More than half of all Chinese and
Vietnamese adults read an ethnic newspaper on a regular basis. Nearly half of all
Korean adults also read a Korean newspaper frequently. The reach of Filipino
newspapers is smaller but still significant – one-fifth of the adults in this group
read a Filipino newspaper a few times a month or more. The poll also indicates
that Korean and Chinese television stations are rapidly increasing in popularity a quarter of those interviewed reported watching Korean and Chinese-language
television more often than English-language television. Access to the Internet is
very high (67 percent) among all Asian Americans and half of them prefer ethnic
websites to mainstream websites. Asian Indian adults access the Internet more
often than other Asians.
Primary Consumers of Ethnic Media:
Asian Americans – National Groups
Vietnamese
46%
Korean
46%
Chinese
38%
Asian Indian
12%
Japanese
9%
Filipino
4%
0%
10%
20%
27
30%
40%
50%
Primary Consumers of Ethnic Media:
Asian Americans – Country of Birth
U.S. born
4%
Foreign born
32%
0%
5%
10%
15%
20%
25%
30%
35%
Primary Consumers of Ethnic Media:
Asian American Immigrants – Residency in the United States
Less than 10 years
33%
10 years or more
31%
0%
5%
10%
15%
28
20%
25%
30%
35%
Primary Consumers of Ethnic Media:
Asian Americans – Age
18-39
16%
40-59
34%
31%
60+
0%
5%
10%
15%
20%
25%
30%
35%
40%
Primary Consumers of Ethnic Media:
Asian Americans – Gender
Male
24%
Female
26%
0%
5%
10%
15%
29
20%
25%
30%
Primary Consumers of Ethnic Television:
Asian Americans – National Groups
Korean
25%
Chinese
24%
Vietnamese
15%
Asian Indian
11%
Filipino
4%
Japanese
3%
0%
5%
10%
15%
20%
25%
30%
Primary Consumers of Ethnic Radio:
Asian Americans – National Groups
Vietnamese
31%
Korean
21%
Chinese
20%
Asian Indian
3%
Filipino
0%
Japanese
0%
0%
5%
10%
15%
30
20%
25%
30%
35%
Primary Consumers of Ethnic Newspapers:
Asian Americans – National Groups
Vietnamese
39%
Chinese
34%
Korean
32%
Japanese
6%
Asian Indian
1%
Filipino
1%
0%
10%
20%
30%
40%
50%
Primary Consumers of Ethnic Newspapers
Asian Americans – Region
Northeast
23%
Midwest
12%
South
16%
West
19%
0%
5%
10%
31
15%
20%
25%
Reach of Ethnic Media:
Asian Americans – National Groups
Korean
46%
Chinese
38%
Vietnamese
12%
9%
Japanese
63%
55%
20%
Secondary
consumers
59%
54%
45%
0%
Primary
consumers
80%
34%
51%
Filipino 4%
81%
43%
46%
Asian Indian
82%
36%
40%
60%
80%
Reach of Ethnic Television:
Asian Americans – National Groups
Chinese
31%
24%
Filipino 4%
42%
Korean
Japanese 3%
Vietnamese
0%
10%
31%
16%
20%
Secondary
consumers
37%
34%
15%
42%
41%
30%
11%
Primary
consumers
46%
17%
25%
Asian Indian
55%
30%
32
40%
50%
60%
Reach of Ethnic Radio:
Asian Americans – National Groups
Chinese
20%
6%
26%
Korean
21%
5%
26%
Asian Indian 3%
6%
Filipino
44%
13%
31%
Vietnamese
Primary
consumers
13%
10%
Secondary
consumers
6%
0%
Japanese
0%
10%
20%
30%
40%
50%
Reach of Ethnic Newspapers:
Asian Americans – National Groups
18%
39%
Vietnamese
14%
32%
Korean
20%
Filipino*
Asian Indian*
46%
Secondary
consumers
21%
5% 6%
0%
10%
Primary
consumers
23%
17%
6%
Japanese
55%
21%
34%
Chinese
57%
20%
30%
40%
50%
60%
*Primary consumer category for Filipino and Asian Indian is 1%
33
Internet Access:
Asian Americans – National Groups
Asian Indian
81%
Japanese
72%
Chinese
69%
Korean
67%
Filipino
64%
Vietnamese
42%
0%
20%
40%
60%
80%
100%
Internet Access:
Asian Americans – Gender
Male
72%
Female
62%
0%
10%
20%
30%
34
40%
50%
60%
70%
80%
Internet Access:
Asian Americans – Age
18-39
87%
40-59
64%
60+
37%
0%
20%
40%
60%
80%
100%
Internet Access:
Asian Americans – Education
Some high school
or less
8%
High school
graduate / Some
college
53%
College graduate
or more
84%
0%
20%
40%
35
60%
80%
100%
D.
Arab Americans:
The Arabic media reaches three-quarters of all Arab Americans. Television is the
preferred medium. Internet access among Arab Americans is higher than it is for
any other ethnic group studied. Three-quarters of all Arab American adults have
access to the Internet and a majority of them visit Arabic websites.
Primary Consumers of Ethnic Media:
Arab Americans
Arab American
Media
40%
Arab American TV
Arab American
Radio
32%
1%
Arab American
Newspapers
12%
0%
10%
20%
30%
40%
50%
Reach of Ethnic Media:
Arab Americans
Arab American
Media
40%
74%
Primary
consumers
Arab American
TV
32%
Arab American
Radio*
Arab American
Newspapers
34%
23%
55%
2%
Secondary
consumers
12% 6% 18%
0%
20%
40%
60%
80%
*Primary and secondary consumer categories are 1%.
36
E.
Native Americans:
One-fifth of all Native Americans are primary consumers of ethnic newspapers.
They read tribal newspapers more often than their mainstream counterparts.
Native American television and radio stations have much smaller audiences.
Nearly half of the Native American adult population has access to the Internet
and 16 percent access websites with a focus on Native American issues.
Primary Consumers of Ethnic Media:
Native Americans
Native American
Media
25%
Native American
TV
7%
Native American
Radio
5%
Native American
Newspapers
20%
0%
5%
10%
15%
20%
25%
30%
Reach of Ethnic Media:
Native Americans
Native American
Media
Native American
TV
25%
64%
39%
Primary
consumers
7%
29%
Native American
5% 9%
Radio
36%
14%
Secondary
consumers
Native American
Newspapers
20%
0%
10%
27%
20%
30%
37
47%
40%
50%
60%
70%
4. OTHER FINDINGS
A.
Even though the ethnic populations studied tend to rely on the ethnic
media for information about their communities and countries of origin; African
Americans, Asian Americans, Arab Americans and Native Americans prefer the
mainstream media when it comes to information about politics and the U. S.
government. Hispanics are the only group studied that prefer ethnic media to
mainstream media for their information about political affairs. The two major
Spanish-language television networks offer comprehensive coverage of the U. S.
presidential campaigns and current events in Washington, D. C.
Do you rely more on ethnic media or general
market media for information about your native
country or about issues that are important to
your ethnic community?
14%
Hispanics
Arab
Americans
82%
38%
60%
Asian
Americans
41%
Native
Americans
41%
49%
African
Americans
20%
54%
Ethnic
media
53%
35%
0%
Mainstream
media
40%
60%
38
80%
100%
Do you rely more on ethnic media or general
market media for information about politics
and government?
31%
Hispanics
Arab
Americans
64%
60%
33%
Asian
Americans
28%
Native
Americans
27%
African
Americans
66%
Ethnic media
60%
66%
21%
0%
Mainstream
media
20%
40%
60%
80%
Do you rely more on the English-language media
or the Spanish-language media for information
about politics and government?
Hispanics – National Groups
Central
Americans
23%
70%
21%
Cubans
69%
30%
Mexicans
Englishlanguage
media
65%
39%
Puerto Ricans
South
Americans
36%
0%
20%
40%
39
Spanishlanguage
medua
57%
55%
60%
80%
Do you rely more on the English-language media
or the Asian-language media for information about
politics and government?
Asian Americans – National Groups
58%
Chinese
40%
53%
Korean
Englishlanguage
media
36%
49%
Vietnamese
32%
73%
Japanese
Asianlanguage
medua
20%
Asian Indian
75%
19%
83%
Filipino
15%
0%
20%
40%
60%
40
80%
100%
B.
Primary consumers of ethnic media differed from consumers of
mainstream media in their voting patterns in the 2004 presidential election.
Support for President George W. Bush was stronger among primary consumers
of Spanish-language television and Asian newspapers than among primary
consumers of mainstream media. Senator John Kerry received greater support
among primary consumers of African American radio than among primary
consumers of mainstream radio.
Hispanic Voters
Spanishlanguage TV
consumers
54%
John Kerry
45%
Englishlanguage TV
consumers
George W.
Bush
64%
35%
0%
20%
40%
41
60%
80%
African American Voters
African
American
radio
consumers
96%
John Kerry
4%
Mainstream
radio
consumers
George W.
Bush
83%
17%
0%
20%
40%
60%
80%
100% 120%
Asian American Voters
Asian
newspaper
consumers
27%
73%
Mainstream
newspaper
consumers
George W.
Bush
55%
45%
0%
20%
40%
42
60%
John Kerry
80%
C.
Four of the five ethnic groups studied trust CNN more than Fox News to
deliver accurate news and information. Arab Americans and Asian Americans
prefer CNN to Fox News by more than a 4 to 1 ratio. Hispanics and African
Americans also trust CNN more but by smaller ratios. Native Americans are
evenly divided in their opinion about the objectivity of the two major cable news
networks.
In general, which cable station- CNN or
Fox News - do you trust most to deliver
accurate news and objective information?
Arab Americans
65%
14%
CNN
Asian
Americans
49%
11%
African
Americans
42%
33%
Hispanics
Fox
News
39%
17%
Native
Americans
38%
37%
0%
10%
20%
30%
43
40%
50%
60%
70%
In general, which cable station- CNN or
Fox News - do you trust most to deliver
accurate news and objective information?
Hispanics – National Groups
Cubans
46%
15%
CNN
Puerto Ricans
44%
11%
South
Americans
44%
9%
Mexicans
Central
Americans
36%
17%
0%
10%
Fox
News
36%
20%
20%
30%
40%
50%
In general, which cable station- CNN or
Fox News - do you trust most to deliver
accurate news and objective information?
Asian Americans – National Groups
Korean
58%
4%
Japanese
Asian Indian
55%
12%
Filipino
53%
13%
Chinese
33%
11%
0%
10%
Fox
News
43%
10%
Vietnamese
CNN
57%
13%
20%
30%
44
40%
50%
60%
70%
D.
The quality of education is the most important concern of Hispanics,
African Americans, Arab Americans and Native Americans. The economy is the
most important issue among Asian Americans. Only one-tenth of ethnic adults
consider that the war in Iraq or terrorism is their “issue of greatest concern.”
Most Important Issue
Hispanics
Education
35%
Healthcare
19%
Economy
17%
Moral Values
15%
War in Iraq
6%
Terrorism
4%
0%
5%
10%
15%
45
20%
25%
30%
35%
40%
Most Important Issue
African Americans
Education
28%
Healthcare
22%
Economy
22%
Moral Values
14%
War in Iraq
7%
Terrorism
3%
0%
5%
10%
15%
20%
25%
30%
Most Important Issue
Asian Americans
Economy
37%
Healthcare
21%
Education
18%
Moral Values
9%
Terrorism
6%
War in Iraq
4%
0%
5%
10%
15%
46
20%
25%
30%
35%
40%
Most Important Issue
Arab Americans
Education
26%
Economy
22%
Moral Values
19%
War in Iraq
19%
Healthcare
6%
Terrorism
3%
0%
5%
10%
15%
20%
25%
30%
Most Important Issue
Native Americans
Education
27%
Moral Values
25%
Healthcare
18%
Economy
17%
Terrorism
7%
War in Iraq
4%
0%
5%
10%
15%
47
20%
25%
30%
E.
The reach of the “national” newspapers among ethnic adults is limited.
Only about 5 percent of Hispanics read USA Today, the New York Times or the
Wall Street Journal frequently. One-tenth of Asian and Arab Americans and oneseventh of African Americans reported reading one of the “national” newspapers
every day or a few times a week.
How often do you read the newspaper USA Today /
The New York Times / The Wall Street Journal?
Every day / A few times a week answers
19%
African
Americans
14%
8%
Native
Americans
USA Today
13%
3%
5%
12%
11%
12%
11%
11%
10%
Arab
Americans
Asian
Americans
New York
Times
Wall Street
Journal
6%
5%
4%
Hispanics
0%
5%
10%
48
15%
20%
Contacts:
New California Media
Brahmani Houston, Communications
275 9 Street, 3rd floor
San Francisco, CA 94103
(415) 503-4170
[email protected]
www.ncmonline.com
Leadership Conference
Mistique Cano, Press Secretary
1629 K Street, NW, 10th Floor
Washington, D.C. 20006
(202) 263-2882
[email protected]
www.civilrights.org
Center for American Progress
Daniélla Gibbs Leger, Director of Press Relations
1333 H Street, NW, 10th Floor
Washington, D.C. 20005
(202) 741-6258
[email protected]
www.americanprogress.com
Chinese American Voters Education Committee
David Lee, Executive Director
838 Grand Avenue, Suite 403
San Francisco, CA 94108
(415) 397-8133
[email protected]
Bendixen & Associates
Sergio Bendixen, President
2800 Ponce de Leon Blvd., Suite 1111
Coral Gables, FL 33134
(305) 529-9916
[email protected]
www.bendixenandassociates.com
49