Ethnic Media Online Leadership

1. Ethnic Media Online Leadership Atlanta, June 5-7, 2009 Orientation / Opening With Craig Matsuda

2. Topics to Be Covered • Who we are • What we do, especially online • How folks use the net – and why you should care • Why we’re here • What we’re going to do

3. Who’s Who • First name, organization introductions • How many are founders, 1st generation family members? • How any aren’t in family-run business? • How long in existence? 5 years or less? 10 or less? 25 or less? More? • Information providers: monthly? weekly? bi-weekly? daily? multiple times/day? 24/7? • What languages? At least 7 in room … • Mostly staff or free-lance? No. of people in organization, news gathering operation?

4. What We Do Online • Mostly PDF or other copies of print editions? • How robust online? • Online-only stuff, especially blogs? • Photographs? Photo galleries? • Audio / Podcast? • Video?

5. What We Do Online • Online communities? E-mail newsletter? Polls? • Social media – Facebook, Twitter? • Advertising (display) on home, other pages? • Google or other similar ad programs? • Classified ads? • Java or Flash animated ads? • Marketing info online (demographics, ad rates etc.)? Download? Info for print and online? • Partnerships / Corporate: syndicates-services; video-audio; broadcast; directories-yellow pages

6. How Folks Use the Net • Three distinct groups: Africans / African Americans, Asians, Latinos.* • Each group with different, general online characteristics • Each group with distinctive demographics

7. Africans / African Americans • Big group • Generational divide • Young are more in step with tech trends • Lower but almost matching DSL-fixed computer use

8. Asians • Growing group that skews young • Tech savvy and early adapters • Higher than norm use of both fixed, mobile computing • Big on games, gaming

9. Latinos • Rapidly growing group that skews young • Economic status key to computer use • Language / generation key to online life • Very into mobile

10. The world is changing, fast *Don’t get left behind by your audience

11. Things to consider … • More than 70% of English speaking Latinos, Asians and African Americans have high speed net access; just under 50% of Spanish speaking Latinos do. Only a few percentile points separate Whites, Latinos (English- and Spanish-speaking), African Americans and Asians in access to dial-up internet. • Almost half of Asians have wi-fi access; more than 30% of English speaking Latinos do. • Asians far outpace others in owning laptop computers but only percentile points separate all groups as for desktop computers, ownership of which ranks in 80%+ range. • Latinos (English- and Spanish-speaking) and Asians are heavy owners of digital cameras -- rates approach or exceed 80%; they are big owners of digital video equipment, half or more own it.

12. Things to consider… • Almost 15% of Spanish speaking Latinos say they’ll have a blog in a year, followed by Asians (10%+) and African Americans (8%); almost 20% of English speaking Latinos and Asians already have blogs. Only 6% of non-Latino Whites blog; just 3% anticipate doing so. • Almost 35% of Spanish speaking Latinos have a website; 15% more say they’ll have one in a year; almost 30% of English speaking Latinos have one; more than 10% anticipate having one in a year. • Almost a third of Asians and African Americans blog; almost 15% of African Americans say they'll have one in a year; more than 10% of Asians say this is so.

13. Things to consider … • More than 70% of Asians say they have a cell phone with a camera, as do almost 70% of English speaking Latinos and more than 60% of Spanish speaking Latinos; almost 60% of African Americans do. • Latinos are heavy cell phone users, text messagers, visitors of online music sites and online video; they download material more than others do • A third or more of Latinos and Asians use social media several times per month -- more than whites do • The "digital savvy," an affluent, young, well-educated, male and very heavy net-using consumer group has disproportionate representations of Asians and English speaking, U.S. born Latinos

14. Things to consider… • More than half of Latinos who are on the net are 35 or younger vs. 35% of the general population. • Although most do not use them as avidly and widely as Latinos do, two-thirds of African Americans own cell phones • The large African American population is getting grayer, with a third or so older than 50 Sources: Scarborough, Pew Hispanic Center, Arbitron, National Ad Council, Hispanic Online Marketing, Pew Internet & American Life Project, Center for Hispanic Marketing Communications at Florida State University / DMS Research

15. Your role / opportunities • Close to audience • Create, play integral role in well-defined communities • Deep knowledge of people, place, issues, history, context, custom • Provide coverage of communities ignored or even shunned • MSM didn’t cover these communities when they could; they can’t now, especially alone • Democratic society requires information, comfort with all its people • Two-way conduit: Talking to folks inside communities; Talking to folks outside communities • Business potential each way

16. Your role / opportunities • How are we doing now? Way ahead, Ahead, Even, Off slightly, Struggling, Plummeting? • What do you want to be tomorrow? Paper for grandma & grandpa? Keeping what I have and building in cyberspace? Dashing online, now and forever? • Print audience aging; Online audience booming … Print costs rising; Online costs declining… Print revenue declining; Online growing

17. What we’re going to do • Be realistic builders (1 block at a time) – Audience, Content, Opportunity • Confront challenges: Revenue, Resources, Time • Take a leadership, strategic approach: No one can move without a plan and a leader • NOT Hands-on / How-to • Share ideas, concepts, approaches, especially about social media • Think, plan, act, measure a concrete project that you can / will accomplish • Complete a program evaluation, tell us how we can help more