Newspaper Association of America Ethnic Market Newspaper Symposium.

On June 24, the Newspaper Association of America will host an Advertising Symposium to discuss opportunities for using newspapers to reach ethnic markets.

While many marketers believe that the best way to reach ethnic markets is through television or radio, NAA’s GOLD (Growth Opportunities by Leveraging Diversity) Advertising Symposium will expose this belief as an oversimplification. The program for the one-day Symposium will include:

* Findings from the Readership Institute’s Impact Study-a national study that documents newspaper usage patterns for more than 35,000 consumers

* A presentation by Sammy Papert III, president of Belden Research, on a multi-market Hispanic media consumer study

* A luncheon to honor newspaper brand advertising targeted to multicultural audiences

* A networking session for newspapers to share their market-specific solutions for reaching the African American and/or Hispanic segment

Newspapers understand that a one-size-fits-all product no longer meets the needs of many of their advertising customers. It is now essential to develop an information source that serves each member of the media triangle: newspapers, advertisers and readers.

Newspapers are finding ways to reach these niche markets, while still holding onto their core reader base. A great misperception about daily newspapers is that they are only a vehicle to reach the general-market, leaving many retailers and ad agencies with limited print media options for reaching ethnic markets. This Symposium will help clarify what has, over time, become an incorrect perception, and it will give newspapers an opportunity to hear directly from their retail partners about the next steps.

For more information at http://www.naa.org