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ASIAN - AMERICAN MEDIA DISCUSSION APRIL 1991 MPMASIA.AM

CONTENTS I. Introduction II. Background III. Demographic Profile IV. Media Availabilities - Print ° National ° Regional - Out-Of-Home - Direct Marketing V. Summary VI. Appendix

I. INTRODUCTION The purpose of this report is to provide an overview of the Asian American market and to explore available media vehicles for reaching this segment of the population. N 0 .A ~ OD N -3- ~ cr .p ~

II. BACKGROUND During the 1980's a sustained wave of immigration fueled a 70% increase in the Asian - American population in the United States. This is a growth rate nearly seven times as fast as the general population. Asians now represent 2.9% of the population, or 7,212.6M persons, according to the latest Census Report (3/10/91). "Asian - American" is a very heterogeneous category, with a great variety of language, religion, and culture. Within the broad classification of "Asian-American" there falls a variety of ethnic distinctions. The following summary applies 1985 percentages to the 1990 census figure for total Asian-American population in order to estimate how this current population number filters down by ethnicity. GROUP POPULATION (000) g OF ASIANS* Chinese 1,586.8 22% Filipino 1,442.5 20% Japanese 1,081.9 15% Vietnamese 865.5 12% Korean 793.4 11% Indian 721.2 10% Laotian 288.5 4% Cambodian 216.4 3% Pacific Islander 216.4 3% 7,212.6 100% N O ~ Source: sian Expo '86 N C3O N N .p a~ -4-

II. BACKGROUND (CONT'D) More than half of all Asian - Americans live in the western United States, v;-ith the vast majority in California (2.8MM). More than one-third of al:L Asian immigrants settled in California during the 1980's, changing the political and social landscape of the state. By 1986, Los Angeles Asian- American children made up 10.4% of the student population. In San Francisco, the number was already 45 of all students enrolled in public schools. The chart below highlights the states with the largest Asian populations. Not surprisingly, Hawaii is the only state who's majority population is Asian. It is interesting to note that while the western United States has the highest concentration of Asian-Americans, the population is spread out in significant numbers across the east coast (as well as Illinois). _ ASIAN POPULATION STATE (000) % OF STATE California 2,839.0 9.6% New York 701.9 3.9 Hawaii 694.8 61.8 Illinois 292.1 2.5 New Jersey 272.0 3.5 Washington 207.5 4.3 Virginia 160.4 2.6 Maryland 137.7 2.9 Nevada 36.5 3.2 Alaska 19.1 3.6 -5-

III. DEMOGRAPHIC PROFILE Asian-Americans as a group have a slightly higher income than non-Hispanic whites. Within the group, however, affluence varies. Chinese are less likely than whites to fall below the poverty level. Vietnamese and Laotians are more likely. Two out of every five Asian-Americans 25+ have completed at least 4 years of college - double the percentage of any other minority group. The Population Reference Bureau concluded a study this year which suggested that'the popular stereotype that the group is highly educated, motivated, and affluent, is false. This seems to be due to the recent influx of Laotians, Cambodians, and Filipinos - groups that in general come from more impoverished, underdeveloped countries, versus the previous influx of Japanese and Koreans who were mostly professionals. Neither Simmons or MRI break-out statistics for Asian- American. There are no smoker indices available, however, the San Francisco Chamber of Commerce has released information that 50-70 percent of Asian immigrant men smoke tobacco. This data is not quantified, and therefore cannot be relied upon as accurate. -6-

IV. MEDIA AVAILABILITY Media targeted to Asian Americans is somewhat limited, and is concentrated mostly in California and Hawaii. Given the variety of languages, media is generally aimed at one particular Asian group (i.e. Koreans). National Print There are a very limited number of national print vehicles designed to reach the Asian-American audience. Asahi Shimbun and Nihon Keizai Shimbun are Japanese newspapers with satellite editions in the United States. Ad space can be purchased for these publications in U.S. circulation exclusively. Similarly, New York Yomiuri is an American edition of a Japanese newspaper. Komerican, Transpacific, and U.S. Japan Business News are all published in the United States and designed for an Asian audience. Also published in the United States, Yellow Pages Ja an is a telephone directory primarily for Japanese Americans. Although these publications are termed national, their circulation tends to be aligned directly with the Asian- American population on the east coast and especially the west coast. -7-

IV. MEDIA AVAILABILITY (CONToD) Reaional Print The most prevalent media available to reach Asian-Americans is local newspapers. Once again, for obvious reasons, these papers tend to be published in geographical alignment with the Asian population on the west coast and in New York. United Airlines is presently the only Leo Burnett client actively utilizing numerous Asian newspapers (as well as Asian cable television and Asian radio). Out-of-Home An "Asian" showing is available only in Los Angeles, Oakland and San Francisco, although spot purchases of 8-sheet and 30- sheet in Asian neighborhoods such as Chicago's Chinatown are possible. The following outlines the specifically Asian showings available from Gannett and Patrick Outdoor for 30- sheet, 8-sheet, and bus shelters. Patrick media also has a few (3) bulletins available in Asian neighborhoods in Los Angeles.

IV. MEDIA AVAILABILITY (CONT°D) Out-of-Home (Cont'd) MARTLET MEDIA CATEGORY SHOWING # UNITS MONTHLY COST* San Francisco/ 8-Sheet #100 15 $ 2,085 Oakland # 50 8 $ 1,112 San Francisco/ 30-Sheet # 50 20 $ 12,300 O kl d a an San Francisco Bus Shelters # 50 42 $ 20,790 Los Angeles 30-Sheet #100 200 $103,000 (Gannett) # 50 100 $ 52,000 # 25 50 $ 26,000 Los Angeles 30-Sheet #100 124 $ 71,700 (Patrick) # 50 62 $ 36,000 # 25 31 $ 18,500 Los Angeles Bus Shelters # 50 37 $ 20,350 Direct Marketina Leo Burnett has access to (for a fee), an Asian American mail order consumer list which can generate a database of 500,000 Asian names. Additionally, a listing of Los Angeles and San Francisco zip codes are available with the highest concentration of Chinese, Japanese, Vietnamese, Samoan, and Filipino residents. This information is also available by county in New York and New Jersey. -9- N 0 .p ~ co ~ N ~ cn ~

V. SUMMARY Asian-Americans are currently the fastest growing segment of the U.S. population. Under the umbrella of "Asian-American" there falls a variety of ethnic groups, which vary significantly in education and affluence. Still, this heterogeneous group tends to enjoy a higher standard of living than other minorities. Philip Morris and Leo Burnett need to determine from a marketing perspective whether this segment needs to be addressed as a separate niche. Unfortunately, there is a lack of syndicated research, including smoker data, pertaining to Asian-Americans. From a media perspective, there are limited print and out-of-home vehicles geared towards Asian-Americans and their scope and penetration is hard to measure. However, we are able to reach various Asian-American groups, especially in the west coast and to a lesser extent New York, should marketing direction dictate.