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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