FEBRUARY 13, 2012

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The Changing Face of America
The 2010 Census reported that the US population grew by 9.7% (27.3 million people) since 2000. During that time, the minority population grew by 28.8%, while the non-Hispanic white group grew by just 1.2%. The minority population added 25.0 million people, and the non-Hispanic white population increased by only 2.3 million people. The largest gain was among Hispanics. The Hispanic population grew 43% and a total of 15.2 million people. The Hispanic population is now well above 50 million people and the Census Bureau projects the Hispanic population to reach 100 million by 2050. The Asian population also grew by 43% between 2000 and 2010. The Asian population represents about 5% of the US population. And while the black population did not grow as quickly as the Hispanic and Asian populations, it easily outpaced white population growth by growing 12% between 2000 and 2010. Furthermore, there has been tremendous growth among the segment of the population that declared themselves two or more races. And while this group represents a small fraction (2.9%) of the overall population, the Census Bureau projects it to grow 65% between 2000 and 2015. The growth of each minority segment, and those of multiple races, has led the Census Bureau to project the white population to be under 50% by 2050.
So what? These Census numbers reflect the quickly changing face of America. The multicultural population, and its spending power and influence, continue to grow rapidly. Advertisers and content providers are responding by developing more sophisticated programs to target these groups. This special edition of CNTelligence will report on Condé Nast’s appeal to these groups, as well as insights that have been collected about the multicultural market.
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Condé Nast Exclusive
Multicultural and Condé Nast
Different minority groups vary in their appetite for Condé Nast magazines and websites, according to MRI Fusion data. Overall, across all CN print and digital properties, African-Americans are slightly more likely (7% more likely) than the average population to consume CN content, while Hispanics are slightly less likely (11% less likely). The CN portfolio performs well among Asians, as this group is 28% more likely than the average population to consume CN content. Certain magazines already benefit from strong multicultural followings. GQ overindexes among African- Americans (119% more likely to read GQ) and Asians (102% more likely). Hispanics are 51% more likely than the general population to read Teen Vogue and 43% more likely to read Brides. Wired readers are 76% more likely to be Asian.
So what? The magazines that already have a competitive advantage within the multicultural segments may want to prospect advertisers that heavily activate against those groups. Magazines that have not built as diverse of an audience might look for opportunities to further engage these groups. For more information on your brand’s profile, please contact your CN Research & Insights analyst.
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Optimism Builds Among Multicultural Women
A recent study from Nielsen finds that America’s multicultural women are more positive about their income and optimistic about the future than the general female population. Black and Hispanic women were more likely than white women to say the financial stability and education of their daughters will improve in the future. They were also significantly more likely than white women to feel their contribution to their household income will increase in the next five years.
So what? Multicultural women are gaining confidence in their future. As they become a larger segment of the population, they will become an even more desirable target for many advertisers. Condé Nast should continue to grow its relationship with them as their numbers and discretionary income increase.
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African-American Spending Power Grows
African-American spending power has reached nearly $1 trillion annually, which is higher than the GDP of all but 15 countries in the world. Nielsen also reports that the number of African-American households with a household income of $100K+ grew by +89% between 2000 and 2009, outpacing the national growth among those households. The increase is African-American affluence can be partly attributed to higher education rates – 17.6% of African-American adults had attained a bachelor’s degree in 2009 compared to 14.3% in 2000. Marketers have made an investment in African-American consumers; advertisers spent $1.9 billion in African-American media in 2010. Procter & Gamble and L’Oreal were the two heaviest advertisers in African-American media.
So what? Marketers, many that currently partner with Condé Nast, have identified the importance of developing an African-American strategy. Magazines such as Vogue -- its readers are 71% more likely than the general population to be African-American -- might further demonstrate to advertisers how well it performs in the segment.
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Ethnic Groups Fault Digital Advertising
According to a 2011 research study by Yahoo! and Mindshare, most ethnic groups believe that their values and interests are not well represented in digital advertising and content. Over 70% of blacks, Asians and Hispanics agreed that digital ads should show a larger diversity of people. Perhaps more importantly, these minority groups want to see messaging that speaks to their culture. Laura Weinberg from Yahoo explained, “Respondents said brands are picking people who look like me, but they are not speaking to concepts relatable to me.” The study also provides a useful guide to the content and messaging that different ethnic groups are most interested in. Hispanics are most interested in food and cultural events, blacks are most interested in music and beauty and Asians are interested in restaurants and news.
So what? Condé Nast content is rich in many of the topics that interest many various ethnic groups. Advertisers can be confident that CN content is an effective platform to reach these consumer segments as they are engaging in ‘relatable’ content.
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Quick Takes
US-Born Hispanics Have More Positive Feelings Toward Online Shopping than Foreign-Born
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Hispanics, African-Americans and Asians All Have Higher Mobile Internet Penetration than Whites
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Los Angeles, New York and San Juan are the Largest Hispanic Markets
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 | philip_paparella@condenast.com

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights