Publishing and Multicultural Opportunities
Forgive me if this question comes across as a bit uninformed,”but I have been trying to find the answer to a strategic and cultural question. I have searched Yahoo, Bing, Google, specific publishing industry sites, loads of publishing related blogs and still can’t find a definitive source! So before I ask the question I am asking you for help. Your help is needed to allow me to define what I see as a great opportunity for publishing to the ever-expanding multicultural U.S. based marketplace.
Everyone has heard about the growth of the Latino market, the overtaking of what was once a European base in America by one that will be Latino based. Yet, based on a number of articles, discussions and the latest (August) issue of Deliver magazine, it seems that a new “culture” is gaining more then speed, it is gaining share.
According to Deliver magazine there has been a 46% increase in the Asian American population between 2000 and 2012. Chinese, after Spanish, is now the most widely spoken non-English language in the United States, and finally the projected growth of the Asian American population between 2008 and 2050 is 161%, compared to 44% for the balance of the nation.
With the many digital tools available, HTML5, XML and others, the variety of formats for tablets, mobile phones and other portable devices, why are there no Spanish, Chinese (or other multicultural) editions of any of the major publications or magazines being published? With content strategy driving many marketing programs, why are there no (maybe I can’t find them) print versions of the top magazines, which will support the multicultural change in the United States?
Maybe I am asking the wrong question. Can you help me define it, show me some examples, so we can get to the needed essentials that are critical for the changing publishing empire—if they exist at all?
Esquire has a Spanish edition launched in 2007 in Spain, but none (that I can find) for the multicultural U.S. market. Rolling Stone also has a Spanish edition in Spain, but none for the U.S. market. Has the publishing industry for reasons unknown decided not to address what seems to be a very powerful sales opportunity and profitable market? Some feel that the very concept of multicultural marketing can be viewed as stereotypical and possibly discriminatory, but beyond that somewhat radical view, why have these markets not been addressed?
Or perhaps my faith in the publishing industry will once more be proven correct, when magazines and book publishers embrace the true concept of multicultural and inter-cultural marketing. Publishing will provide the national and international platform to define America’s new melting pot, which is, as it once was, a mixture of interrelated cultures acting in most cases as one.
Do you have some thoughts on this intriguing question? Send me your comments, links, discussion, ideas, feelings—send them to me in English, Chinese, Spanish, French or any other language, but send me your thoughts! I will review and summarize the results in my next blog. I can be reached at firstname.lastname@example.org.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.