Tuesday, June 21, 2016
COPA Digital Media Spotlight- Community News content (Part 2) - Cultural websites
We live in a multicultural society and it's only fitting that we take a closer look at the cultural media websites that have evolved to serve the different cultural groups that have been in Canada for multiple generations.

 
I am a big fan of cultural media as I was its biggest advocate 20 years ago when I worked on the Chinese Edition of Maclean’s and Enroute Asia with Air Canada.

Immigration to Canada brings about 250,000 new Canadians each year and in 10 years we will have added a population of 2.5+ million, enough for a city the size of Vancouver. The biggest cultural groups in by population in Canada are Indo-Asian (1.6M), Italian (1.5M) and Chinese (1.3).

Together these three communities total a population of 4.4 million or the equivalent of 20 cities the size of Regina (pop 210K). So let's have look at some digital properties that serve these communities.


 

This is an English site serving the Indo-Asian community that has a similar format as other news sites but with more Indo-cultural content that includes coverage of Bollywood. It has standard content mix of editorial, news, entertainment, lifestyle, sport and e-paper.  The Indo-Asian community is now the largest cultural group in Canada with an estimated population of 1.6 Million. Fifty percent of the population is located in the Toronto GTA. The top five cities with Indo-Asian communities are:  Toronto 834K, Vancouver 252K, Calgary 85K, Montreal 79K and Edmonton 61K. 


 

This website serves the Quebec-based Italian community with news, community, culture, entertainment and sport. The news section includes stories of news in Italy and a heavy dose of European soccer coverage. The print newspaper was established in 1941 and is based in Montreal, a hub of cultural media in Canada. It is estimated that there are 1.5 million Canadians of Italian descent and it is the second largest cultural community in Canada. The top five cities with Italian communities are: Toronto 465K, Montreal 261K, Vancouver 76K, Hamilton 72K and Niagara 50K.

 

Sing Tao Toronto is a Chinese daily print with a website, radio station and digital supplements to offer marketers to reach the Chinese market. The Chinese (Mandarin and Cantonese) community is the third largest group with a population of 1.3 million and the community gained prominence during a heavy period of immigration prior to the takeover of Hong Kong by China in 1997. Seventy percent are located in Toronto and Vancouver.  The top five cities with Chinese communities are: Toronto 531K, Vancouver 400K, Montreal 91K, Calgary 75, Edmonton 53K, and Ottawa 42K.


 

The multilingual broadcaster Omni TV, a Rogers’s station, caters to multiple cultural groups that includes Italian, Punjabi, SE Asian and Chinese. This news and entertainment site offers an inventory of local news, soap operas, and movies for all these cultural groups in the form of video. The site included local news for BC, AB and ON markets including kids playing hockey in local leagues. What was not expected was a heavy dose of hockey content to promote the game to new Canadians.


 

While not the largest, but still prominent is the Jewish community in Canada that numbers 380,000 with 75% located in Toronto (200K) and Montreal (86K). This bilingual site offers news, perspectives and culture that reflects the Jewish lifestyle, like kosher food recipes. This site is polished and is on par with any mainstream media site.

The Internet has enabled the cultural community news media to reach more members of their communities, where traditional media could not reach. This is especially noticed in markets where the population is less than 30,000 where print may be uneconomical. It has been able to unite these groups that are located in urban markets across Canada. The biggest stumbling block will always be that advertising budgets cannot afford multiple versions of their ad in different languages. But a smart marketer never follows the herd as they will not stand out in a crowd. So maybe it's time to revisit cultural marketing as part of the media mix.

The COPA’s Digital Media Spotlight hopes to raise the profile of community news sites this year, and cultural media are considered as part of this community news community.

If you missed the other COPA Digital media Spotlights including Part 1 on Community News, check them out below.

COPA Digital Media Spotlight

- Martin Seto
About Me
Martin Seto

 
Martin Seto is the principal of Reflex Media, a media consultancy practice offering media owners digital publishing, event management and ad sales help. His media expertise also include working with ad agencies as a media buyer/planner for tv, radio, print, outdoor, magazine and online. He has been in the advertising and media industry for 25+ years and he has been an instructor/speaker with Centennial College and at magazine conferences across Canada. He can be reached at marty(dot)seto(at)
reflexmediasales.com or 416-907-6562, and on LinkedIn.

Most Recent Blog Comment
Jim A. says:
I also purchased an Android tv box just a short while ago, with the intent of cancelling or, at the ...
Blog Archive
2017 (12)
2016 (14)
2015 (12)
2014 (12)
2013 (12)
2012 (12)
2011 (12)
2010 (8)