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What ethnic media is available to brands in the UK?

by Martin Rothwell

June 15, 2021

What is ethnic media

Before we discuss any further about Ethnic Media we should first take the time to elaborate on what we mean when using the term ‘Ethnic Media’. Ethnic media is any media fashioned with a particular ethnic minority group or ethnic minority community in mind.

In the UK there are over 250 Ethnic Media channels, these range from narrowcast TV to community radio to both online and offline publications and much more. The depth and breadth of the availability of Ethnic Media is clear, however, if you were to ask the majority of people to name a few, they would most likely struggle.

At GottaBe! Ethnic we have over 13 years of experience working with Ethnic Media channels and have built relationships over those years with some of the UK's largest. For that reason, we have produced an Ethnic Media Whitepaper – ‘Understanding Ethnic Media’ which will help you to familiarise yourself with the potential opportunities that Ethnic Media presents.

Our ethnic media whitepaper

The whitepaper covers an insight into the publications and channels available to brands across multiple different ethnic backgrounds with a focus on two of the biggest ethnic groups in the UK, people of Polish background and people of a South Asian (Indian’s, Pakistani’s, Sri Lankan’s, etc.) background.

The reason for focusing down specifically on these two demographics is because of how established their presence in UK media is. The Polish and South Asian communities are two of the oldest in the UK and therefore have had time to establish and popularise Ethnic Media outlets for their communities. Polish publications specifically have been around since 2003 with South Asian publications not far behind.

Also covered are online and offline publications, news channels, radio and tv channels from other smaller ethnic communities in the UK such as Filipinos, Afro-Caribbeans, Chinese and Latin countries such as Spain, Portugal, and Brazil.

The whitepaper then goes on to discuss the advantages of Ethnic Media over traditional, mainstream media, citing the ability to target and speak to ethnic minorities in their native language as well as the ability to create a long-lasting relationship with publishers and media outlets to maximise the opportunity for your brand.

The potential of ethnic media for brands

At GottaBe! Ethnic, we know that multicultural markets present a huge opportunity for brands in the UK. The Ethnic Market has a yearly spending power of over £300 billion, and with the IPA (Institute for Practitioners in Advertising) reporting that around 77% of ethnic minorities felt mainstream advertising had no relevance to them, there is an opportunity for brands that get their multicultural marketing strategy correct to capture a large portion of that market.

But how do you achieve that?

When speaking to clients, we often find that they aren’t even aware of a lot of the publications and channels that we have access to, so we wanted to use our ‘Understanding Ethnic Media’ whitepaper as a way of educating you and shining a light on a highly effective way of communicating with ethnic audiences.

If you are ever looking to engage with these audiences in this way, or in fact through any other marketing channels.

Get in touch with a member of the GottaBe! Ethnic Team and we would be more than happy to review your multicultural marketing strategy.


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