First National EXPO of Ethnic Media in New York City

New York: Bob Wehling, retired global marketing officer of Procter & Gamble, and other experts in advertising and social marketing offer feedback to a dozen media exhibiting their best marketing campaigns at the NCM EXPO 2005 in New York, the First National EXPO of Ethnic Media. The “Grade the EXPO” session will climax a 90-minute stand-alone luncheon exhibit during the conference. Joining Wehling, the panel includes top executives from The Communications Network, the American Association of Advertising Agencies, Ford Motor Company, Kaiser Permanente, and Southern California Edison.
New California Media (NCM), the Independent Press Association-NY and Columbia Graduate School of Journalism are bringing together ethnic media from across the country to showcase the best marketing campaigns at Columbia University’s Lerner Hall on Thursday, June 9, 2005. Nearly 100 ethnic and youth media groups from across the country are exhibiting the partnerships they’ve developed to turn business around, build audience and serve their communities. These exhibits provide glimpses into the unparalleled reach into diverse markets ethnic media provide.
“The critical issue of drug abuse provides just one example of how a strategic partnership can deliver socially significant results,” says marketing director Peter Wiezalis of Indian Country Today, one of the few national Native American publications in the country. Indian Country Today (ICT) partnered with G&G Advertising and the federal Office of National Drug Control and Prevention to bring socially relevant messaging to a community plagued by drug and alcohol abuse. ICT was able to strengthen the message through its own editorial coverage, a synergy that comes when advertisers bring socially significant messaging to targeted communities through the media.
The country’s largest cable company, Comcast, is highlighting its Tsunami Relief Campaign, a partnership with TV Asia, Zee TV and AZN Television (formerly the International Channel) that resulted in $10 million in airtime donated to relief organizations and $100,000 donation split between the United Way and the American Red Cross. Comcast Ethnic Marketing Manager Natalie Rouse says ethnic media in the United States were key to communicating to their customer base.
"My customers are ethnically diverse. I am going to use ethnic media to get my message to my customers. This effort was extremely successful and the ethnic media played a key role," Rouse says.
The EXPO also features workshops and panel discussions such as, “Use It or Lose It -- Capturing the Swing Vote Through Ethnic Media,” “The Internet Edge of Advertising,” and “Lessons of the Armstrong Williams Case -- Keeping the Firewall.”
For more information about the First National EXPO of Ethnic Media on June 9, 2005 at Columbia University in New York City, go to http://expo.ncmonline.com or call toll free 1(877)NCM-EXPO.
About New California Media: New California Media is a nationwide association of more than 700 print, broadcast, and online ethnic media organizations founded in 1996 by the non-profit Pacific News Service. NCM’s goal is to build a more inclusive public forum by raising the visibility of ethnic media and their audiences. NCM is supported by grants from the American Association of Advertising Agencies, the Ford Foundation, the James Irvine Foundation, the Annie E. Casey Foundation, the Community Technology Foundation, the John S. and James L. Knight Foundation, the Wallace Alexander Gerbode Foundation, the Evelyn and Walter Haas Jr. Foundation, the San Francisco Foundation, the Walter and Elise Haas Fund, among others. For more information, visit the website at www.ncmonline.com.

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