to our readers: Greetings

The Smell of BBQ is in the air, the sun dresses are out – Its Summer time! As we celebrate our own American patriotism this July, we want to give you the opportunity to explore the enchanting Armenian American community through their history, culture, and cuisine. We take a look at the long history of Armenians, as well as the contributions they’ve had in our own society today. Enjoy the sun, and don’t forget to attend one of the many summer festivals we’ve conveniently listed below! —Team Améredia


spotlight: The Armenian American Community

The history of Armenian Americans settling into this country goes to a time around the beginning of the 20th century. After a period of disenchantment with their native country Turkey, many Armenians relocated to neighboring countries like Russia and some embarked on the long journey to America. With optimism for a better life, they mostly settled in northeastern industrial centers like New York, Providence, Worcester, and Boston. According to the American Bureau of Immigration, 54,057 Armenians entered the United States between 1899 and 1917, mostly coming from Turkey. With their migration to the United States, Armenians introduced us to a variety of food, music, and culture.

community Photo by gynti_46 from Flickr

The Armenian American population consists of a number of subgroups pertaining to their specified country of origin. Hayastantsis are direct descendants from Armenia, Barskayes are descendants from Iran, and Beirutsis are descendants from Lebanon. Many Armenian Americans now reside in the Los Angeles County in California although there are also high concentrations situated in Massachusetts, New York, New Jersey and Michigan.

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Armenian American youth and adults feel like the proud guardians charged with protecting their ancient highly evolved culture from extinction, making most resist complete assimilation into the American culture. They tenaciously maintain their own schools, churches, associations, language, local festivals and networks of intermarriage and friendship. Their reluctance to leave their culture behind makes it essential that marketers know how to properly communicate with Armenians on a more genuine level.

Want more information on how to target Armenian-Americans? Contact us at

links: Armenian American Organizations

The Armenian American community has various organizations in the U.S., a few of which are listed below.

Armenian Assembly of America (AAA)
Armenian General Benevolent Union (AGBU)
Armenian National Committee (ANC)
Armenian Network of America (ANA)
Armenian Revolutionary Federation (ARF)
Society of Armenian Studies (SAS)
Armenian American Health Professionals Organization (AAHPO)
Armenia Fund USA
Armenian American Medical Society (AAMSC)
Armenian Missionary Association of America (AMAA)
Armenian Council of America (ACA)
Armenian Youth Federation (AYF)
Hamazkayin Armenian Cultural and Educational Association
Armenian Bar Association
National Organization of Republican Armenians (NORA)


to go: Community Events

July 12 Minnesota Scottish Fair @ Farmington, MN
July 13 Bastille Day Celebration @ New York City, NY
July 18-20 German Bavarian Blast @ New Ulm, MN
July 18-20 Festa Italiana @ Milwaukee, WI
July 18-20 Hiawatha Traditional Music Festival @ Marquette, MI
July 20 Taste of Latin-America @ Los Angeles, CA
July 20 Chinatown Summer Fair @ Chicago, IL
July 20 Rajasthan Association Picnic @ Duluth, GA
July 20 Rio de Brazil Block Party @ Brooklyn, NY
July 24-26 Nordic Fest @ Decora, IA
July 24-27 German Fest @ Milwaukee, WI
July 26-27 Nelson Mandela World Music Festival @ Grand Prairie, TX
July 26 Festival of the Americas @ New York City, NY
July 28 International Peruvian Fair @ Queens, NY

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to go: Professional Events

July 3-6 National Multicultural Youth Conference @ Mo Ranch, TX
July 4 North American Telugu Association (NATA) Convention @ Atlanta, GA
July 7 NBMBAA Career Empowerment Series @ Scottsdale, AZ
July 8-12 85th LULAC National Convention & Expo @ New York, NY
July 19-22 NCLR Annual Conference @ Los Angeles, CA
July 15-17 2014 Multicultural Women's National Conference @ New York City, NY
July 18 CHLI Future Leaders Conference @ Washington, D.C
July 22 Innovations in Recruiting for Diversity @ San Francisco, CA
July 24 Human Rights Campaign Corporate Equality Index 2016 @ Online Seminar
July 30 National Association of Black Journalists Annual Convention & Career Fair @ Boston, MA
July 31-Aug 3 Eastern Regional Conference of the National Association of Hispanic and Latino Studies @ Tampa, FL


in the know: Market Research

Nielsen: Consumers spend more on companies who are socially responsible
Corporate social responsibility, also referred to as corporate citizenship or conscious capitalism, is practiced by companies dedicated to making a positive social or environmental impact on society. More and more, consumers expect companies to do one or the other, if not both.

eMarketer: Hispanic millennials are bridging the cultural and digital gap
US Hispanic millenials, totaling upwards of 21 million people, are more receptive to offerings from brands communicating to them through digital media. Unlike their elders, Hispanic millenials are more bicultural and open to ads regardless of the messaging being in Spanish or English.

Pew Research: The Next America
Our population is becoming majority non-white, at the same time a record share is going gray. Each of these shifts would by itself be the defining demographic story of its era. The fact that both are unfolding simultaneously has generated big generation gaps that will put stress on our politics, families, pocketbooks, entitlement programs and social cohesion.

Ere: Diversity Recruiting – What’s wrong with it?
As more and more companies release their lackluster workforce diversity statistics, Dr. John Sullivan looks at some of the most common mistakes companies make when trying to increase their diversity numbers.

PewResearch: Immigrants no longer the majority of Hispanic workers
For the first time in nearly two decades, immigrants do not account for the majority of Hispanic workers in the United States. Meanwhile, most of the job gains made by Hispanics during the economic recovery from the Great Recession of 2007-09 have gone to U.S.-born workers.


on the web: Insights

On The Web 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.

Google releases employee diversity statistics

LinkedIn releases employee diversity statistics

Yahoo! releases employee diversity statistics

How brands can connect with bicultural Hispanic audience

Tips for moving away from stereotypical woman advertising

Hispanic food and flavors cross cultural lines

Strategic Marketing for the World Cup

Shopping malls restructure business to meet multicultural needs

Video: Driving out nation’s economy through innovation & diversity
Diversity Business

Diversity in the workplace makes you smarter

Video: The power of diversity in a global economy

Top 50 organizations for Multicultural Business Opportunities

Build your brand in ethnic markets. Connect with us.

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Subscribeto our newsletter.
Read réd archives now!

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Tweet Of The Month:
tweet @Ameredia: It brings us joy to see the world come together, celebrating our individual cultures. Good luck everyone! #WorldCup

FaceBook Post Of The Month:
We absolutely #love this article about the new #multicultural era for #America. Great insight, great read:

neighborhood spotlight: Los Angeles County, CA
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In honor of our featured culture, Armenian Americans, we want to take the time to explore the Los Angeles County in California. According to the 2000 Census survey, Los Angeles and its surrounding areas have a high concentration of Armenian Americans especially in the Glendale Area. Glendale is already known as “Little Armenia” as the shops, schools, and businesses have been heavily influenced by the surrounding Armenian culture.

Media Sheet media sheet Armenian-Russian Television Network (ARTN) is a leading Armenian and Russian television network airing on basic cable channels available in areas that are largely populated by the Armenian and Russian community. With a strong 2.6 million home base, ARTN is our recommendation if trying to reach Armenian Americans.

ARTN Website

Bite-Sized Language media sheet Parev! The Armenian language is alive and strong, why don’t we take some time to learn a few words?

Parev - Hello
Inch bes es? – How are you?
Pari ygak – Welcome
Hye es? – Are you Armenian?

Good Eats: Manti

The Armenian cuisine is rich in dairy, oils, and red meats. There are many similarities between Armenian cuisine and those of Arabs, Turks, and Greeks with ingredients like humus, pilaf, falafel, meat kebabs and pita bread. However, the more traditional Armenian foods include a variety of distinct flavors such as Manti, a dumpling-like entrée. Follow the recipe below to make some delicious Manti and be sure to share with us your creations!

eat Photo by "Bella" from Flickr

• 1/2 package egg roll wrappers
• 1 pound ground lamb
• 1 medium onion,
• 1/4 cup parsley
• 1 tsp allspice
• ½-1 tsp cayenne pepper
• salt and pepper
• small bowl of water
• 1 can chicken broth

Mix lamb, onion, parsley, and spices together. If you're unsure if it is spiced enough, you can fry up a little bit in a pan to get a taste. Cut each egg roll wrapper into 9 equal square pieces. Roll a pinch of the meat mixture into a ball and place in the center of a piece of dough (pictured above). With your finger, wet along two opposite sides of the dough and pinch together, forming a canoe shape with an open top. (Does this make sense to anyone but me? The wet edge with press against itself, not against the other wet edge.)
Place manti tightly together in a greased glass baking dish, open side up. When you have filled the dish, bake at 350° for 20-30 minutes or until lightly browned (we're not much for setting timers around here, just cooking "until it's done").
For chicken broth preparation, cook as instructed above, then pour chicken broth over manti, cover with tin foil, and bake for another 15-20 minutes.

Creative Corner

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Here's a look at one of our Armenian ads for California Teachers Association done with a partner agency.

Partner Profile:

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#YesWeCode initiative targets low-opportunity youth and provides them with the necessary resources and tools to become world-class computer programmers. By learning this highly valuable and relevant 21st century skill, these young people are shifting the trajectory of their futures and transforming their relationships with their communities and their country.

Partner Event

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Party like it's 1999 with Prince and celebrate the official launch of #YesWeCode at Essence Festival in New Orleans during July 4-6, 2014! Join the team as they join Rebuild the Dream to empower the youth of America through education and technology.
Get your tickets now!

Readers Recommended Diversify your bookshelf and refresh your mind with this month’s must read!

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In celebration of a very patriotic month for America, we want to highlight Yes, We Have: Contributions of American-Armenians to the United States of America. Author Stepan B. Partamain celebrates the many innovations that Armenian Americans have contributed in our joint history. Ranging from areas like science, technology, art, literature, and activism, Armenian Americans have done a lot for our country.
Get your copy today!

Global Calendar

Canada Day
Bank Holiday (Bangladesh)
HKSAR Establishment Day (Hong Kong)
Doctor's Day (India)
Independence Day (Somalia)
Keti Koti [Emancipation Day] (Surinam)

Independence Day (Belarus)

Independence Day (USA)

Independence Day (Venezuela)
Saints Cyril and Methodius Day (Czech Republic)

Jan Hus Day (Czech Republic)

Tanabata [Star Festival] (Japan)

Independence Day (Argentina, South Sudan)

Independence Day (Bahamas)

Asalha Puja (Thailand)

Bastille Day (France)

Luis Muñoz Rivera's Birthday (Puerto Rico)

Our Lady of Mount Carmel (Chile)

Constitution Day (Uruguay)

Independence Day (Colombia)

Belgian National Day
Marine Day (Japan)

Revolution Day (Egypt)

Corpus Christi (Colombia)

Jumatul Wida (Bangladesh)

Shab-e-Qadar (Bangladesh)

Independence Day (Peru)
Hari Raya Puasa (Singapore, Malaysia)
Eid al-Fitr (Indonesia)
Eid al-Fitr [End of Ramadan] (Bangladesh, United Arab Emirates)
Ramazan Bayrami (Turkey)

Armed Forces Day (Peru)
Ramazan Bayrami Day 2 (Turkey)

Throne Day (Morocco)

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