PRINT APPEAL: Asian-Americans may read the same number of magazines per month, on average, as Americans overall (nine), but they’re a significantly more affluent and better-educated audience, making them prime pickings for media marketers, according to the Magazine Publishers of America’s new Asian-American Market Profile. Roughly 80 percent of Asian-Americans, or approximately 9.5 million, are magazine readers who form a group with a median annual household income of $66,512 — 22 percent more than the $54,401 median income of all the country’s magazine readers. Nearly 80 percent of the Asian-American readers attended college, versus 55 percent of readers overall, and 50 percent of the Asian-American group have taken a bachelor’s degree or more, compared with 26 percent of all magazine users. In addition, one-third of Asian-American readers are single, against one-quarter of the broader group, making the cohort an attractive target for fashion and beauty marketers.

Newsweeklies lead the MPA’s list of five categories of magazines most popular among Asian-American adults, followed by general interest, women’s, home service and finance. Four women’s fashion and lifestyle titles made the demographic’s top 15: Marie Claire topped the list, with Asian-Americans accounting for 9.4 percent of its readership; BabyTalk Childbirth was ninth, with a 6.9 percent share; Harper’s Bazaar tied with Fast Company for 12th, with 6.4 percent, and Lucky ranked 13th, along with Inc., with 6.3 percent.

Curiously, although the presence of Chinese-born Houston Rockets superstar Yao Ming has stirred broad marketing appeal for various products among 15 Asian-American sub-groups, only one sports magazine makes the cohort’s list of favorites: Tennis, ranked fourth, with a 7.9 percent share of Asian-American readers. — V.S.

BEYOND HIP-HOP:
What’s the next big youth culture wave? In trendspotter Irma Zandl’s view it’s cholo that’s coming into focus, an urban subculture with Mexican-American flavor. “On a scale of one to 10, we’re at about stage two in mainstream awareness and adoption,” Zandl said of cholo, which is Mexican slang for gangster and serves as a metaphor for a streetwise edge. “Hip-hop is at about 10. Cholo feels fresh and visually appealing — something we expect to be with us over the next 10 years,” Zandl told WWD.Cholo’s influence is being felt, for example, at such radio stations as New York’s Power 106, which features cholo rap on Sunday nights by artists like Mr. Shadow, Lil Rob and Spanish Fly; in the resurgence of low-rider cars and lucha libre (freestyle) wrestling, and in the East Los Angeles backdrop being appropriated by hipster magazines such as Paper for fashion shoots. Chola fashion hallmarks include bandannas, tracksuit pants, dark colors and, in general, a touch of the tomboy rather than flouncy girlie designs. “I’ve rarely seen a chola in a dress or skirt,” Zandl related. For the boys, it’s about clean, throwback looks: buzz cuts, khakis and Pendleton plaid wool shirts, which caught a youth wave 40 years ago, when The Beach Boys — originally named The Pendletones — made them part of their style signature. Recently, entertainers from Mary-Kate and Ashley Olsen to Christina Aguilera and Missy Elliott have been spotted sporting bandannas folded across the front of their heads, chola style. — V.S.

R - E - S - P - E - C - T:
When it comes to deciding where to shop, a policy of treating customers respectfully, regardless of their race or ethnicity, was the number-one influence named by a nationally representative group of 1,081 African-Americans, with 84 percent citing it; 1,218 non-Hispanic whites, with 77 percent noting it, and 900 Hispanics, with 80 percent naming it. The result points to the way in which the country’s increasing diversity is affecting people’s attitudes about everything, including shopping. The research is part of a new Yankelovich Multicultural Marketing Study, the findings of which were summarized in the Atlanta-based market researcher’s Nov. 24 Monitor Minute newsletter.

Three additional attributes influencing shoppers were ranked by those polled: whether a store carries ethnic items, employs people who look like the respondents or has Spanish-speaking salespeople. The second most significant consideration for African-Americans was the availability of ethnic items, as 51 percent cited it, while Hispanics said it was the presence of Spanish-speaking salespeople, noted by 54 percent. Among non-Hispanic whites, all other factors ranked a distant second to respectful treatment of shoppers: The employment of people who look like the respondents ranked second, cited by only 16 percent, for instance. — V.S.

To access this article, click here to subscribe or to log in.

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus