By: Mark Fitzgerald Results of the first-ever national circulation audit and readership study of black newspapers will begin coming in later this fall, with full results arriving next spring.
Ethnic Print Media Group (EPMG), a unit of San Diego-based Gemstone Communications, was to announce the audit formally on Monday. The audit, which EPMG is funding, was first described in an article on the black press in the current issue of Editor & Publisher.
The audit, underway since this summer, will include 90 papers in 65 markets across 27 states, EPMG said. Readership studies of individual markets will include data from interviews with more than 13,000 African-Americans.
"It?s time the advertising industry had an in-depth look at how vital the African-American market really is -- and what a strong, effective reach targeted ethnic newspapers provide," EPMG vice president Trevor Hansen said. "African-American newspapers have served a vital role in their communities for decades, in some cases for nearly 100 years. Overall, they have never had audits and certified readership data to certify how powerful their audiences are -- locally, regionally, and nationally."
Earlier this fall, EPMG announced it had commissioned the first national audit of 75 Hispanic papers. Circulation Verficiation Council (CVC) is conducting both audits.
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