By: Mark Fitzgerald
Mix the group publisher of papers in Pasadena and Whittier with the largest Cantonese-language daily in southern California, add an ethnic bank and Olympic figure skater Michelle Kwan, and you’ve got a recipe for the first-ever newspaper contest for schoolchildren conducted in both Chinese and English.
In April, the Gabriel Valley Newspaper Group ? publisher of the Pasadena Star-News, The Whittier Daily News, and San Gabriel Valley Tribune ? and Sing Tao Daily will announce the winners of their dual-language essay and drawing contest jointly sponsored with East West Bank. But the newspapers figure they’ve already won with the contest.
Valley Tribune marketing director Terry Bell says the contest helps them reach “a market we would like to serve, and Sing Tao Daily sees us as a market that they would like to grow into as well, because you have the growth of second-generation Asian Americans who have a foot in both worlds.” Sing Tao sales/marketing manager Michelle Lee adds, “We’re so proud to work with them in the first time that the Chinese media and mainstream media have done such an event together.” The two papers already had a business relationship: the Gabriel Valley group distributes many copies of Sing Tao.
But it was East West Bank that brought the papers together for the joint contest. The bank wanted to reach young people, and involve its celebrity spokesperson Michelle Kwan. All winners get a chance to meet the Olympic skater.