National Association of Asian Publishers

A group of Asian American publishers had recently established the National Association of Asian Publishers (NAAP). Congratulations!

Extract from their press release:

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, publisher of AsianWeek.

"It was exciting to witness history in the making as I watched the formation of the National Association of Asian Publishers. I expect this market segment to experience significant growth and look forward to the future success of this worthy organization," said Alan Levy, vice president of marketing and sales for Verified Audit.

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

While most traditional print publications in general market struggle with decreasing circulation, Asian American publications indeed have been growing remarkably. Both marketers and general market publishers should make a note of it.