CHANGING TIMES

November 2002
		How will the growth of minority communities influence the way media outlets operate? Sandy Close, the executive director of New California Media, an non-profit association representing more than 400 ethnic media organizations, answers your questions.

Forum Introduction Do non-English language newspapers translate the stories of English newspapers? How do Spanish-language newspapers identify their audience (as Latino or Hispanic)? How do ethnic media assist, or impede, the assimilation of immigrants into the greater "American culture"?   Online Special: California's Changing Audience Other Media Reports: MediaWatch Merging Media Browse the NewsHour's coverage of the media	In an era when many mainstream English-language news organizations are losing readers and viewers, the non-English media sector is growing rapidly. This trend is especially apparent in California, which is in the midst of its greatest wave of immigration in nearly a century. According to the latest census, more than half of the state's population identifies itself as non-white, 40 percent of whom do not speak English at home. Non-English and niche media reaches at least 84 percent of California's three largest minorities -- Latinos, Asian-Americans, and African-Americans -- according to a study conducted by Bendixen & Associates, a public opinion firm. Bendixen & Associates chief Sergio Bendixen says learning about these populations' reading and viewing habits is critical to reaching growing segments of the population. "In a state where Hispanics, African-Americans, and Asian-Americans make up nearly 50 percent of all residents, this information is a critical part of understanding how businesses can effectively reach this rapidly growing segment of the population," Bendixen said. As executive director for the New California Media, Sandy Close works to promote the visibility of ethnic media in mainstream society and form an inter-ethnic editorial exchange. New California Media also tracks the circulation and ratings performances of non-English media and ethnic media in California and seeks to bolster ethnic media's access to advertisers through a direct placement service. Does California's evolving ethnic makeup represent a larger national population shift? How does the increase of California's ethnic media reflect the state's changing population? How do advertisers in California view non-English and multiethnic media? How will niche media influence mainstream media? Sandy Close answers your questions.