TORRANCE, CA (May 14, 2003) - interTREND
Communications, a full-service Asian American marketing
communications
agency, announced the results of a study analyzing news coverage
of SARS in mainstream newspapers compared to in-language
papers.
The results proves that content is a key reason why Chinese
Americans prefer in-language newspapers.
A content analysis study was conducted on the topic of
SARS for newspapers in Los Angeles and New York City.
The
Los Angeles Times and New York Times were analyzed as well
as Chinese Daily News (World Journal, Los Angeles version),
Sing Tao Daily - Los Angeles, World Journal - New York
and Sing Tao Daily - New York. The data was collected
in a 2-week
period from March 21 ~ April 3. Four hypotheses were tested
for validity.
In the past several weeks, much media attention has been
directed toward SARS. When the outbreak of SARS was reported
between March 21 ~ March 28, 2003, the average number of
relevant articles on SARS in the Chinese newspapers increased
more than 300% during the 1-week period, as the Chinese
community became more concerned over the disease. In comparison,
New York Times and Los Angeles Times saw no increase in
reporting the SARS issue. Moreover, the reporting in the
Chinese newspapers were more comprehensive and could be
found in key sections of the newspapers rather than in
less
read sections of the paper. For more information on the
results of the study, please send a request to info@intertrend.com
"We have always suspected that language is not the only
issue when it comes to the majority of Asian Americans
preferring
to receive information via Asian media," said Julia Huang,
CEO of interTREND Communications. "This research proves
that content is driving readership and viewership, because
Asian media provides information that are more relevant
to Asian Americans."
Chinese newspapers started as a way for homesick immigrants
to keep up with news from their homeland. The newspapers
have served as a way for Chinese Americans to connect with
family members and friends. Business overseas is also
an
important reason why Chinese Americans have kept up with
news from their homeland. Family and financial ties create
a special interest among Chinese Americans' need for in-language
media.
About interTREND Communications
interTREND Communications, Inc. is a leading full-service,
100% minority owned, marketing agency targeting the Asian
American segments such as Chinese, Japanese, Korean, Vietnamese
and Filipino. With a proven track record, interTREND has
successfully helped Fortune 1000 clients nurture and establish
brand leadership positions in this emerging market through
an integrated mix of advertising, public relations, promotions,
events and interactive strategies via various in-language
media outlets. The agency consists of 30 multi-cultural
and multi-lingual communications specialists with a wealth
of expertise from world-class agencies and media.
interTREND delivers excellence to clients, working as marketing
partners. Today, long-term partnerships have been established
with Northwest Airlines, Southern California Gas Company,
San Diego Gas & Electric, Toyota, JCPenney, State Farm
Insurance, Western Union, Verizon and Santa Anita Park.
