A spring 2007 study released by The Center for Hispanic Marketing Communication at Florida State University and DMS Research found that English and Spanish speaking Hispanics along with Asians are the most avid newspaper readers when compared to Non-Hispanic Whites and African Americans. Spanish speaking Hispanics divide their newspaper reading almost equally between Spanish and English, while Asians complement their English newspaper reading with a small amount of in-language publications.  

The Multicultural Marketing Equation Study surveyed 2500 adult internet users divided equally among five ethnic groups: African Americans, Asians, Non-Hispanic Whites, Hispanics who answered questions in English, and Hispanics who answered questions in Spanish. The purpose of the study was to further shed light on whether a multicultural marketing approach common to all ethnic groups or a culture specific approach directed to each individual ethnic group is most effective.  

The first report released concentrated specifically on media usage trends for both old and new media. The report addressed two aspects of change in the current marketing landscape: “the continually increasing cultural diversity of the population and the exploding media options available to consumers.” Those surveyed, regardless of cultural group, are still consumers of traditional media: TV, newspaper, magazine, and radio; However, language preferences of the consumers influence the language of the media they choose. 

“The critical message from this study is that language preferences influences total usage.” As a result, in-language media should be an integral part of the media equation when communicating with the multicultural population. Findings suggest that a well-rounded multicultural marketing campaign will include at least one culture specific approach.