More and more, sellers reaching out to ethnics

When the U.S. Census Bureau turned to public service advertisingto encourage participation in this year's count, ads in six differentAsian languages were used in America's biggest cities.

For the 1980 census, the bureau created advertising for thegeneral population and then had the ads translated into Spanish toreach Hispanics.

That kind of superficial targeting no longer is sufficient tocommunicate with a diverse population, with most groups having theirown newspapers or magazines and even radio and television stations.

Ethnic marketing, part of the general trend to sell productsand services to particular population segments rather than to themasses, …