to our readers: greetings

With most of the year behind us and holidays ahead of us, November is a perfect time to thank you – our readers, partners, supporters – for everything you've done for Améredia. May you have a wonderful Thanksgiving with your loved ones and take some time to indulge in multicultural reads.
-- Team Améredia

spotlight on: the Indian American community

Only a week ago more than 2.8 million Indian Americans likely celebrated (or at least took note of) Diwali, known as the "festival of lights" by Hindus, Sikhs, Jains and some Buddhists. That population only represents a little under 1 percent of the entire U.S. population, but Indian Americans saw a 69 percent growth rate in the last decade – the highest for any Asian American community.

So what do you need to know about Indian Americans, besides the fact that they make delicious curry? A majority of them live in greater metropolitan areas such as New York, Los Angeles, Chicago, Dallas, Philadelphia and Houston (in order of largest population). While they have easily adjusted and become acculturated to American life, most Indian Americans still maintain traditional Indian values. First-generation Indian Americans tend to still speak their native language (Hindi, Tamil, Telegu or Malayalam) with family members, but most of them speak English in their everyday lives.

At $86,660, Indian Americans have a significantly higher median household income than the U.S. average of $51,369. The number of Indian Americans employed in the professional, scientific, and management, and administrative and waste management services is also almost twice the percentage of the national average. Some prominent figures that form part of today's American culture include Nikki Haley (Nimrata Nikki Randhawa Haley), Norah Jones, M. Night Shyamalan and Sanjay Gupta.

Indian American Organizations
The Indian American community has a variety of professional and cultural and community organizations in the U.S., a few of them listed below.

American Association of Phycisians of Indian Origin
Asian American Hotel Owners Association
Federation of India Associations
Federation of Indian Associations NY-NJ
India American Cultural Association
India American Cultural Association -Atlanta
India Association of Greater Boston
India Culture Center
Indian Community Center
Indo-American Chamber of Commerce
Indo-American Chamber of Commerce-USA
National Federation of Indian American Associations
North American South Asian Bar Association
South Asian Journalists Association
The Indus Entrepreneurs

to go: community events

Nov 2 Dia de los Muertos @ Los Angeles, CA
Nov 2-10 Kids Euro Fest @ Washington, DC
Nov 3 Russian Awards @ Rancho Cordova, CA
Nov 3-6 Indian Festival & Pow-Wow @ Atlanta, GA
Nov 4 Indonesian Cultural Affair @ San Francisco, CA
Nov 4-6 Romanian Food Festival @ Dallas-Fort Worth, TX
Nov 4-6 Eurofest @ Hollywood (Miami), FL
Nov 4-13 Wurstfest @ San Antonio, TX
Nov 5 CUBAtlanta Celebration @ Atlanta, GA
Nov 5 Diwali San Antonio @ San Antonio, TX
Nov 6 Conga Caliente @ Tampa, FL
Nov 9 Promise of Diversity Summit @ Atlanta, GA
Nov 9-15 South Asian Film Festival @ New York, NY
Nov 10 Multicultural Gala @ Los Angeles, CA
Nov 12-13 iBAM! Irish Celebration @ Chicago, IL
Nov 19 Oaxacan Bazaar @ Los Angeles, CA
Nov 23-Dec 24 Christkindlmarket @ Chicago, IL
Nov 24 Thanksgiving Parade @ Chicago, IL
Nov 24 Macy's Thanksgiving Parade @ New York, NY
Nov 24 Thanksgiving Day Parade @ Philadelphia, PA

to go: professional events

in the know: market research

Record for Black-White Marriage Approval
A recent Gallup poll revealed that 86 percent of Americans approve of marriages between blacks and white, a record-high since its last survey in 2008 when 79 percent of Americans approved. Only 4 percent of Americans approved when Gallup first started the poll in 1958.
Read more >>

28% of TV Watching Spent on LGBT-Inclusive Shows
"The inclusion of LGBT characters on TV more accurately portrays the diverse and multicultural society we live in by encompassing all segments of the population," said Matt O'Grady, EVP, Audience Measurement, Nielsen.
Read more >>

Hispanics Shape TV Viewer Revolution
The August/September study released by the Cable & Telecommunications Association for Marketing (CTAM) revealed that 69 percent of Hispanics say they are likely to stream content, such as movies and music, compared to only 55 percent of total broadband households.
Read more >>

Hispanic Media Spending Rises to $4.3 Billion
Spending in Hispanic media rose to $4.3 billion in 2010 – a 14 percent increase from 2009, according to the National Association of Hispanic Advertising Agencies. Despite the rise, its share of overall media spend dipped to 5 percent from 5.4 percent.
Read more >>

on the web: insights

From blogs to national publications, Améredia combs the finest multicultural resources online for the latest and most relevant industry news. Here are a few that had us talking last month.

Is Your Brand's Marketing Strategy 2042-Compliant?
Forbes
Hispanics Will Contribute 24% Growth of New Car Sales
Hispanically Speaking News
Think Outside Traditional Color Lines to Target Millennials
Advertising Age
The Subtleties of Marketing Beer to Latinos
NPR
Multiethnic Communities and Mobile Marketing
PRWeek
Multicultural Engagement in a Digital Space
Edelman Digital
Hispanic Market Is Opportunity for Small Businesses
USA Today
Is There a 'Bamboo Ceiling' at U.S. Companies?
CNN Money
Can Mainstream and Ethnic Media Collaborate?
PBS Mediashift
Hispanic Clout Changes Ad Landscape
ADWEEK

in the news: our clients ⁄ partners

Valassis Earns Awards for Workplace, Tech and Printing Practices
Media and marketing services company Valassis has raked in a total of 17 awards this year from a variety of national, industry and local organizations for its workplace practices, innovation and printing. One of the most notable is its inclusion on Advertising Age's "Best Places to Work in Marketing and Media."
Read more >>

Comcast Leadership Joins FCC Diversity Advisory Committee
Comcast Corporation announced in October that Rudy Brioché, Senior Director of External Affairs and Public Policy Counsel, will join the Federal Communications Commission's (FCC) Advisory Committee for Diversity in the Digital Age. The committee will make recommendations to the FCC that will enable minorities and women to participate in telecommunications and related industries.
Read more >>

PG&E Named Corporation of the Year by USPAACC
The US Pan Asian American Chamber of Commerce selected Pacific Gas and Electric Company as one of its three 2011 Corporations of the Year. USPAACC West presents the award, its highest business honor, to the companies that best demonstrates a strong commitment to the Asian-American community.
Read more >>

about us: agency report

Where did October go? A quick look at our foursquare check-ins shows you we've kept busy in the past month, traveling to various events and conferences on the East Coast. Following September's Change Agent recognition by the ADCOLOR Industry Coalition, we were named an "Asian American Business of the Year" by the US Pan Asian American Chamber of Commerce. Additionally, our creative work raked in four "Excellence in Multicultural Marketing Awards" and our website won a Gold Davey Award. With plenty of reasons to be grateful, we're looking forward to a joyful Thanksgiving and wrapping up some seasonal campaigns before doing it all over again next year. Stay connected with everything we're up to on Twitter, Facebook and LinkedIn.

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Read réd archives now!

Census 2010 Fast Facts
• Hispanics accounted for 75% of White population growth
• Multiple-Race reporting increased 37 percent
• Black and White Multiple-Race population more than doubled

cultural snapshot
Holi, or the festival of colors, is one of the most important Hindu festivals. It celebrates the spirit of life, made up of happiness and merriment. Celebrated during the height of spring, the event is about letting go of whatever has happened and enjoying life with friends and family. The excitement is seen as people play pranks coloring each other. Color spray, traditional dances, and delicious food and drinks are the main attractions of Holi.

media sheet
The Indian Express is one of the oldest and the largest Indian newspaper in the North America. With daily circulation of 25,000, the newspaper delivers 40-plus pages of national, international and local-community news nationwide. Forty-six percent of the readers are between age 26-35 and 50 percent have been in the United States between one to five years.

bite-sized language
More than 300 dialects are spoken in India and a large portion of the country also speaks English fluently. One of the most dominant dialects is Hindi, spoken predominantly by immigrants from northern India. Below are some common Hindi greetings and expressions:

Hello!: Namaste or Namaskar!
How are you?: Aap Kaise Hain?
My name is [John]: Mera naam [John] hai.

good eats

Jalebi
Jalebi is a sweet Indian dessert made of deep fried dough. It is often used in celebration of the Hindu festival, Diwali.

• Cooking oil for deep frying
• ½ cup buttermilk or sour milk
• Powdered (confectioner's) sugar for dusting
• ¼ tsp saffron
• Water (may not be needed)
• 1 tsp warm ghee
• Cardamom powder for dusting
• Frying pan
• 1 ½ cups sugar
• 2 cups all purpose flour (maida)
Directions
• Mix together 1 cup of flour and buttermilk in medium-sized mixing bowl. Stir until smooth. Add water only if necessary.
• Cover and let stand overnight at room temperature.
• Add remaining flour the next morning, along with the ghee.
• Put sugar in smaller mixing bowl. Add water slowly while mixing, until you get a stringy syrup.
• Add saffron. Mix well.
• Heat oil in pan.
• Pour batter into pan in concentric circles, to make spiral shapes.
• Fry jalebi until crisp and golden brown.
• Remove from pan and dip into sugar syrup mixture. Coat well on both sides for about 30 seconds.
• Repeat with remaining jalebis. Serve on a platter and dust with powdered sugar and cardamom powder for a delicious finish.

creative
Check out our Indian Independence Day print creative for Comcast.

meet améredian, Sharlene
"I cultivate business partnerships at Améredia"
My own multicultural roots:
A Bay Area native, I grew up integrating my Taiwanese heritage with American values and culture. The dynamic of living bi-culturally has led to not only a deeper appreciation of Chinese cultural values, but also a passion for exploring diverse cultures and learning new languages. At Améredia, I enjoy the open exchange of ideas, cultures, languages and global perspectives.

Partner Profile
Multicultural Marketing Resources, Inc. is a PR, marketing, consulting and publishing firm. MMR works with the nation's leading companies with expertise in marketing to Hispanic, Asian American, African American, GLBT, and other niche markets. MMR publishes the annual directory, The Source Book of Multicultural Experts, its online companion and Multicultural Marketing News. Learn more via www.multicultural.com

global calendar
American Indian Heritage Month
Nov 1: All Saints' Day (Christian, Roman Catholic)
Nov 1: Dia de los Muertos (Mexico, Latin America)
Nov 2: All Souls' Day (Roman Catholic)
Nov 3: Bunka no hi (Japan)
Nov 4: Hajj (Islamic)
Nov 5: Guy Fawkes Day (UK)
Nov 6: Eid al-Adha (Islamic)
Nov 11: Remembrance Day (Canada, UK)
Nov 11: Veterans' Day (USA, France)
Nov 13: World Kindness Day
Nov 14: Children's Day (India)
Nov 15: Shichi-go-san (Japan)
Nov 18: Independence Day (Morocco)
Nov 18: Vertieres Day (Haiti)
Nov 23: Kinro Kansha no hi (Japan)
Nov 24: Thanksgiving Day (USA)
Nov 26: Hijra (Islamic)
Nov 26: Canadian Aboriginal Festival (Canada)
Nov 30: Bonifacio Day (Phillippines)