Media Directory

Strength of BC Ethnic Media Directory

The study has reviewed the three existing directories: CARD, CCN Matthews, and Ethnic Media & Markets. While they provide a good foundation for further documentation to build from, the ethnic media directory which this study has developed offers competitive advantages.

First, it is regional yet the largest ethnic media listing. The existing media directories pay a little attention to smaller ethnic media sources; the listings are often inflated by repeat documentation or a listing of programs instead of stations; and often do not include outlets which distribute satellite television programs from home.

Second, it is comprehensive in coverage. While the existing directories include only the major media of major languages, this directory covers eighteen languages, and is inclusive of both major media outlets, as well as smaller, less established ones.

Third, it is well-organized and detailed in information in that it includes service and company information (licensee/owner, year of foundation, membership, number of employees, audit), contact information and distribution information (size, frequency, circulation, fee), thus offering more extensive business information.

 

 

Limitations

While the study has located one-hundred forthy-four ethnic media outlets in B.C., it has compiled the complete information only on thirty-five of these outlets, or twenty-four percent of the total. There were many challenges in obtaining information from the media outlets. The most common barriers were: incorrect contact information (from secondary source); unavailability of the eligible respondents; reluctance to participate or share company information; preference for electronic survey yet low return rate.

All these barriers to access indicate that while many ethnic media outlets are readily available in ethnic communities and documented in various ethnic publications and directories, there are still more outlets to be compiled and updated. The biggest concern was getting a hold of the appropriate individual to provide the information – the study discovered that many ethnic media outlets operate on a very small scale and are not very well established. This also leads to another barrier: they often do not know how they are performing within the market, for example, the distribution information. As such, there is a large selection of ethnic media available, yet there are only a handful that are established enough to be easily contacted, and offer company information.