The world of multicultural media can be a minefield. Through our direct and long standing relationships with the multicultural media, who are as diverse as the cultures and languages they speak, Etcom is able to create a clear path to success for our clients.

Increased media fragmentation poses increasing dilemmas to all marketers, but it also opens up a wide variety of new opportunities. Multicultural media poses a largely untapped opportunity for small and large advertisers alike.

Our Media Department is led by Media Director Afif Malkoun, who has over 14 years specialised experience in multicultural media. Whether it is media strategy, planning, flighting, negotiations, buying or monitoring our in-house media department caters for all of our clients' multicultural media needs.

Getting It Right

Each campaign and target community is unique and requires a correspondingly unique media plan, based on varied community medium strengths. For example, radio is a strong medium for the Vietnamese community, while the Chinese community consume large amounts of Chinese press and television.

The sheer volume and diversity of the ethnic market can be daunting but is well worth the effort. The cost effective nature of advertising in the multicultural media means that for a fraction of a mainstream budget you can reach a wide number of target groups across a variety of mediums such as:

3 million copies of daily, bi-weekly and tri-weekly publications in over 30 languages
8,000 hours of radio broadcast in over 60 languages
6,000 hours of television broadcast by 30 stations 24-hours a day, 7-days a week
Digital and new media - many popular local community websites emerging with high traffic

As the multicultural media space matures, it is also becoming increasingly more targeted. This means that the potential for reaching audience sub-segments is expansive, including international students, SME and business communities.