The center produces market research about this media segment, as well as topic-driven “white papers,” case studies and best practice manuals. We will become a national clearinghouse for information related to community and ethnic publications.

We will continue to produce research on topics that have direct applicability to small-scale, community and ethnic publications, such as new advertising opportunities and ways to harness mobile technology.

Report: New York City’s Ethnic Media in the Digital Age

The Center for Community and Ethnic Media released a new study on the subject of the opportunities and challenges that the internet presents to ethnic media producers across New York City on Dec. 8, 2016, at the CUNY Graduate School of Journalism. 

Dr. Matthew Matsaganis, principal investigator of the study, shared key findings based on a survey of more than 100 ethnic media outlets and numerous follow-up interviews with ethnic media producers. The report offers a detailed look at how the ethnic media sector in NYC is adopting technological innovations, what challenges these media face in incorporating new communication technologies into their everyday professional practices, and ideas about how to address these challenges successfully.

Click here for more details.

Report: Getting the Word out (Or Not): How and Where NYC Advertises

A report by the Center for Community and Ethnic Media finds that New York City government agencies spend little of their advertising dollars with ethnic and community publications whose combined circulation is about 4.5 million, or 55 percent of the population. To download the report, click here.

Beyond Banners and Buttons

Last year we concluded our first research project on how local news websites can better serve local communities.  This was a joint project with our sister center, the Tow-Knight Center for Entrepreneurial Journalism. We partnered with thelodownny.com, a publication that covers Manhattan’s Lower East Side.

The research concluded that for many local sites the revenue generated by standard online advertising—banners and buttons—is not sufficient to sustain and grow their enterprises. The goal of this project was to help local sites better target and serve advertisers, as well as identify products and services that can generate increased revenue.

Recognizing that one of the challenges facing local sites is a lack of market research, this project explored and analyzed the digital presence, marketing needs, and revenue potential of local businesses, including smaller operations that may not have advertised previously in traditional media due to cost. Going forward, we will work with a local site to develop and test a “suite of services” aimed at growing revenue beyond traditional ad sales.

http://towknight.org/research/beyondbanners/how-digital/

Another example of the research we’ve conducted is an update of “Many Voices, One City,” a directory of community and ethnic media in the tri-state region. The new edition includes web-only outlets and other demographic information. The next step is to produce an interactive version of the directory online.