SAN FRANCISCO—(U.S. ASIAN WIRE)—Recognizing the cultural and economic significance of Asians in America, a group of Asian American publishers met in Orlando, FL, last month to establish the National Association of Asian Publishers (NAAP).

The group met during the Newspaper Association of America annual marketing conference, and heard from speakers representing advertisers from Sears, J.C. Penney and Best Buy, including representatives from Newspaper Services of America, American Communications Group and Verified Audit Circulation.

“The establishment of the National Association of Asian Publishers dovetails so beautifully with the continuing expansion of Asian American media,” said U.S. Asian Wire President Leslie Yngojo-Bowes. “Growth in media, content, advertising – it seems like a natural evolutionary process to now have a publishers’ group advocating for ongoing media growth.”

NAAP’s mission is to develop the Asian American market and to increase advertising share for Asian Pacific American publishers, including both English language and Asian language media. NAAP’s first priority is to reach out to over 400 identified Asian print, electronic and online publishers throughout the United States. NAAP will focus on three areas: (1) market research, (2) matching circulation verification and analysis with the needs of advertisers and (3) developing new leaders in the field of Asian Pacific American publishing.

Recent statistics show that Asian Pacific American buying power is growing proportionally faster than any other group: at $427 billion in 2006 and expected to top $622 billion by 2011. Buying power of Asian Pacific Americans is growing three times faster than APA population growth.*

Linguistically and culturally, Asian Americans are primarily an immigrant population but with the highest English literacy rate of any minority group, and among the highest birthrates in America. This means that Asians and Pacific Islanders are retaining their cultural heritage and cultural sensitivities while at the same time functioning and contributing to American society. Studies have shown that most Asians socialize with other Asians, and use English as their preferred language.*

“Asian and Pacific Islander publishers are experiencing major growth all over the country, and we know no limits – from newspapers to magazines to electronic publishing, we are helping to drive the new economy. NAAP welcomes all API publishers and seeks to represent our common goals,” said Ted Fang of AsianWeek.

Attendees at NAAP’s charter meeting included: Jay Chen, publisher and president of Asian Fortune; Ted Fang, editor and publisher of AsianWeek; Nghi Huynh, publisher and editor of Asian American Press; Greg Macabenta, publisher and editor of Filipinas Magazine and Ang Panahon newspaper; and Nhien Nguyen, editor of International Examiner. Associate members included Leslie Yngojo-Bowes, president and founder of U.S. Asian Wire; Odette Keeley, chief of staff and Jaskaran Singh of New America Media; Tom Trent, advertising manager for AsianWeek; and Alan Levy, vice president of Verified Audit Circulation.

Other publications and groups who were part of the planning for the Orlando charter meeting include Viet Bao Daily News, Korea Daily, Nikkei US Edition, Nichi Bei Times, ASIA the Journal of Culture and Commerce, Asian Journal USA, ALTRA, APA News and Review, Asian Times, Audrey Magazine, Hyphen Magazine, Northwest Asian Weekly, Pacific Citizen, Seattle Chinese Post and U.S. Pan Asian American Chamber of Commerce. 

* Sources: Kaiser Family Foundation/San Jose Mercury News 2004, Selig Center for Economic Growth, InterTrend Communications, 2006

Contacts:

Leslie Yngojo-Bowes, U.S. AsianWire 888-261-0800 ext. 12 leslie@usasianwire.com

Ted Fang, AsianWeek, 415-321-5887, tfang@asianweek.com

Nghi Huynh, Asian American Press, 651-224-6570, nghi@aapress.com

Odette Keeley, New American Media, 415-503-4170, okeeley@newamericamedia.org