The Liberal Order

Following the Money

[M]edia buying agency Magna Global in May reported that there are about 131 media outlets targeting Asians, including 75 cable channels and nine broadcast stations. That compares to roughly 1,100 outlets for African Americans and 985 geared to Hispanics.

The CAB’s Perkins-Roberts says the emergence of Asian cable networks reflects media companies taking note of recent population figures. But also of note is their wealth.

“Advertisers can get a great return on their investment in this marketplace because Asians have an income higher than even the general market,” she says.

Asians have a median household income of $55,700, according to the CAB, or about $9,000 higher than the median for non-Hispanic whites.

The Asian population is also the second-fastest-growing ethnic group, close behind Hispanics. As of last July there were 12.3 million Asians in this country, according to the Census Bureau, compared to 41.3 million Hispanics and 37.5 million African Americans.

The Asian population is expected to grow 68 percent from 2000 to 2020, when it will reach 18 million people.

Story here.

Update: The gaps in the paragraphs were bugging me.

The "Mini" Burger

A common practice in new home sales is to sparsely furnish the model homes with smaller sized furniture. The rooms in the model look bigger and buyers don't realize the illusion until they try to move their normal sized furniture into their newly build homes.

It seems that KFC had the same idea when advertising their new "Mini" burger.

The Advertising Standards Authority (ASA) upheld five complaints from viewers that the advert for the 99p KFC mini fillet burger portrayed a product that was much bigger than it actually was in reality.

 

KFC argued that the burger's name and price implied that it was smaller than a normal fillet burger and suggested that the woman in the ad 'may have just had small hands'.

Beer Battle Heats Up

This has to be an advertising gimmick for Anheuser-Busch Co.

Isac Aguero, 24, said he was fired from his job with a Miller Brewing distributor, the same day a picture appeared in The Journal Times of Racine of him drinking a Bud Light, which is brewed by Anheuser-Busch Co.

Advertising to the Poor

This seemed like it might be a tad unethical, at least to me. It is a MediaLife story on the advantages to advertising in check cashing stores. That's right, advertising to the most vulnerable of us. I can only imagine ads for cheap wine, cigarettes, and lottery tickets.

What's interesting about the article, however, is the demographics on who uses check cashing centers.

Gender - Male 53 percent - Female 47 percent

Annual Income
- Less than $20,000 at 23 percent
- $20,000 to $30,000 at 27 percent
- $30,000 to $40,000 at 21 percent
- $40,000 to $50,000 at 12 percent
- $50,000 to $75,000 at 8 percent
- Over $75,000 at 4 percent

Race
- African American at 38 percent
- Hispanic at 28 percent
- Asian at 2 percent
- Caucasian at 28 percent
- Native American at 2 percent
- Other at 2 percent

Martial Status
- Married at 34 percent
- Single/never married at 48 percent
- Divorced/separated at 15 percent
- Widowed at 2 percent

Employment
- Full time at 80 percent
- Part time at 9 percent
- Stay-at-home spouse at 1 percent
- Student at 1 percent
- Retired at 3 percent
- Unemployed at 5 percent
- Service industry at 24 percent
- Skilled crafts at 10 percent
- Unskilled crafts at 11 percent
- Management, administrative and clerical at 17 percent