Want to Reach Today's Millennial, Multicultural Audiences? Focus On Transculturalism™

NEW YORK, April 8, 2014 /PRNewswire/ -- Big data is redefining marketing, especially when marketing to "niche" audiences. As audiences intersect across channels and platforms, marketers are called upon to redefine their messaging around new commonalities and themes. This concept, transculturalism™, was introduced by Adriana Waterston, SVP of Marketing and Business Development at Horowitz Associates, at the 14^th Annual Multicultural Media for Multicultural America Forum.

As cultures engage daily on social media, individuals are influencing each other and are changing the way we segment multicultural markets and messaging. This cycle of influence has produced a culture of consumers looking for content and messaging that reflects the diversity they see in the real world. The shift presents opportunity for television marketers looking to open their message to a broader audience, while still targeting based on core values and interests.

To learn more about transculturalism™ and other themes explored at the Forum: http://prn.to/transculturalism

"For today's leading-edge segments of TV viewers, especially multicultural millennial viewers, television programming is about curation and personalization," said Waterston. "It's about the power of social networks to drive viewing and rally audiences around content they feel passionate about, and the consumers' ability to filter out content that doesn't reflect their real lives, the stories that move them, the characters that look like them, the world that they want their children to grow up in."

As a proud partner of the Multicultural Media for Multicultural America Forum, PR Newswire supports marketing efforts to audiences across many cultures through its Multicultural Markets Newsline. This targeted content distribution option reaches thousands of print and online publications, broadcast media and blogs servicing the Hispanic, African American, North American Chinese and Native American markets in the United States—and can be paired with our premium U.S. distribution to ensure your transcultural message reaches the right multichannel, multiplatform audience.

To learn more about PR Newswire's multicultural products and services click here.

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