Asian Media Overview Update. May 21, 2014
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1 Asian Media Overview Update May 21, 2014
2 Agenda 1. Traditional Asian Media Update 2. Asian media characteristics 3. Recommendations and Tactics 4. Speaker Bureau Activation Recommendations
3 Agenda I. Traditional Asian Media Update Growth, Consumption and Markets II. Asian Media Characteristics III. Recommendations & Tactics for media outreach IV. Speaker Bureau Activation
4 In-Language Media Is Growing In-language and In-culture Asian Language Media Outlets increased 1,115% from 1999 to 2010 Number of Asian Media Outlets in 2010 Chinese Korean Vietnamese Filipino Asian Indian Print TV Radio Digital Total Source: IW Group Media Data Source: Nielsen Pop-Facts Premier, 2010 update
5 In-language Preferred Audience Media consumption Behavior Overview Our target segments (CKV) have the highest ethnic media consumption more than any other Asian sub-segments 82% 81% 80% Ethnic Media Consumption 63% 59% 35% Ethnic Media Consumption Source: 2005 and 2002 National California Media on Ethnic Media
6 Chinese, Korean and Vietnamese Media Outlets Print, TV, radio and digital are key media vehicles among the in-language preferred segment. News and editorial are also the most trusted sources of information among the in-language preferred segment. 147 Digital Radio TV Print Chinese Korean Vietnamese Source: IW Group Media Data
7 Top C/K/V Media Markets No.3 San Francisco/San Jose Chinese and Vietnamese No.1 LA/Southern Cal Chinese, Korean and Vietnamese No.2 New York Chinese and Korean No. 4 Houston Chinese and Vietnamese
8 HepB United community partners nationwide 8
9 II. Asian Media Characteristics 9
10 10 General Asian Media Characteristics Asian market is diverse and media consumption vary from different ethnic sub-group and availability For most Asian segments, national media landscape is comprised of heavy homeland coverage with a community section New media (digital, interactive, viral, etc.) are rising rapidly, most of TV, print and radio have online access Asian media measurement is weak, but it continues to improve
11 Print Characteristics Most well-established medium High recognition and credibility Print is a good vehicle for a long message and to reach an older segment. Newspapers skew an older segment
12 Examples of Top Chinese Dailies - LA Newspaper Types of Chinese Readership World Journal Traditional Traditional Most readers are from Taiwan Most readers are from HK Taiwan Daily Zhong Guo Daily Simplified Traditional Traditional Most readers are from Mainland China Most readers are from Taiwan Most readers are from Mainland China; Mainland Chinese can read traditional Chinese Note: The China Press is the only Chinese paper using simplified Chinese in the U.S.
13 How World Journal is structured World Journal is the most popular Chinese newspaper in the U.S. and prints at least 11 editions a day for various regions Many articles are written by the parent company (Chinese Daily News) in Asia Section A: Headline news and International (Taiwan, HK and Mainland) Section B: Local news (Headline in Chinese community news and events)* Section C: National news Section D: Financial Regional editions carry local Chinese community news Editions are available online
14 Radio Characteristics Create one to one connection Drive time and call-in talks shows are very popular Capture stay-at-home seniors Radio is a good medium to maximize your reach. Most of the Asian Broadcast stations have a wide territory coverage Radio DJ or talk-show hosts can be very powerful in the community
15 TV Characteristics Broad reach (UHF, Cable, Satellite, IPTV, digital and Mobile) Attract many viewers due to dramatic increase in Mainland Chinese TV stations partnering with locally established TV operators This vehicle is the most effective for awareness building
16 II. Asian Media Strategies and Tactics 16
17 How to Work with Asian Media Meet and greet with the publisher/owner and ask his/her help Know Asian media focus stories associated with their homelands or communities In-language press release and materials are desirable for better results Many reporters are not specialist on one subject News organizations look for news Provide a fresh angle
18 How to Work with Asian Media Many Asian media have limited staff Make reporter s work easy Consider buying advertising space from media if you have resources They should be able to offer non-profit rates Invite them as a media partner for your events
19 Speaker Bureau Activation with Asian media and respective communities Make sure that all the speakers for your organizations have qualifications needed Person who shares cultural/language with the respective community Authority on the subject Passionate about your organization and/or issues Pitch local C/K/V broadcast media to place speakers Introduce your speaker bureau program to targeted media Asian TV and radio have many talk shows, call-in shows on many subjects Houston Texas Radio was open to welcome Shane Chen to their talk show in the morning to promote Hope Clinic s free screening Know local media. The outlet you are reaching might have multiple outlets. IPTV 55.5 and Southern Chinese News are owned by a media company Sing Tao SF affiliated with a radio station in SF
20 Houston Speaker Bureau Examples On 8/30/13, Texas Chinese Radio placed Shane Chen on their talk-show and on-line.
21 Houston Speaker Bureau Examples Shane Chen at Hope Clinic was a guest of ITV 55.5 Houston talk show to discuss Free blood test for hepatitis B at her clinic. The interview was also placed in Southern Chinese News Houston.
22 Speaker Bureau Activation with Asian media and respective communities Look for additional speaker opportunities such as A/K/V chamber of commerce meetings, churches, Asian employee network organizations, etc. Contact Asian groups and organizations that might be interested in scheduling a speaking engagement
23 Thank You 23
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