The burgeoning ethnic market is of great interest to most advertisers. ComBase measures mother tongue (language first learned in childhood) and provides analysis on a number of different languages. At the national level:
* French is the most dominant single language other than English with 15% of adults nationally claiming French as their mother tongue.
* Asian languages (Chinese/Japanese/Vietnamese/Other Asian) represent 4% of the population.
* All other languages combined represent 17% of the population.
Because of their diverse interests and backgrounds, this market can be challenging to reach with traditional media.
* 46% watch less than 9.5 hours of TV weekly but 67% of these light TV viewers are reading community newspapers (any edition).
* 45% listen to less than 3.5 hours of radio weekly and are 9% more likely to be exclusive community newspaper readers.
* 47% read any weekday daily newspaper.
Community newspapers demonstrate strong reach against this target group:
* 68% read any weekday community newspaper.
* 25% read only their community newspaper and not the daily.
Source: ComBase 2003-2004 Study
ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.
