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: 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.
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.