Ethnic Population The market for The Health Magazine for Russian-speaking Americans, is characterized by a large, rapidly growing, and well-educated base of US-Russian citizens, permanent and temporary residents who are particularly fond of reading. Although the Mexican-born population is the largest foreign-born segment, the Russian-born population represents the second largest segment at 10.4% of 28.4 million foreign-born Americans and shares various favorable characteristics.
The Russian-born population has a substantially higher per capita income and a higher level of wealth, is better educated, and is older in age, making it a very attractive segment for any health magazine. Combined with an inadequate supply of magazines/ newspapers in the US that capitalize on this market opportunity, The Health Magazine is well positioned to succeed in attracting extensive readership.
The United States is represented by almost 120 ethnic groups. Seven of these groups—Mexican, Russian, Chinese, Indian, Philippino, Vietnamese, and Cuban —account for more than 55% of the total ethnicities. Two distinct segments represent the ethnic groups:
• descendants of foreign-born Americans who were born in the US, who have completely assimilated into US culture, and for the most part have very little interest in ethnic life, culture, and language;
• foreign-born members of the ethnic groups that in vast majority continue to follow their native traditions, language and culture, and enjoy access to ethnic literature and ethnic sources of information.
The overall market of foreign-born Americans has been documented at 28.4 million as of March 2000, representing 10.4% of the total US population. This market has also grown from 9.6 million in 1970 to 28.4 million in 2000, with an annual compound growth of 3.7%. When compared with 1% annual growth of the overall US population, the foreign-born market repre-sents a sizable and a rather rapidly growing opportunity.
The rapid increase in the foreign-born population between 1970 and 2000 can be largely attributed to the dissolution of communist regimes in Eastern European countries, especially in Russia and the former Soviet Union republics—collectively referred to as “Russia”, and to the high level of international migration during the past generation. Accordingly, in 2000, the Russian ethnic group became the second largest ethnic market representing 10.3% or 2.9 million of the American, foreign-born population, topped only by the Mexicans, who claim 28% or 7.8 million foreign-born Americans.
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