European Stars And Stripes Newspaper Archives Dec 5 1999, Page 59

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European Stars and Stripes (Newspaper) - December 5, 1999, Darmstadt, HesseStars and stripes Money sunday december 5,1999 technology. Gygi Startup Sites seek to accentuate web diversity by Deborah Kong san Jose Mercury news t s called the world wide web but until recently much of the Contention the web has reflected Only a Small slice of the world for that s where new web Sites offer ing Content geared toward latino asian and african american cultures see an growth of such Sites has been spurred by recent predictions of an explosion in internet Access in these year for instance the number of african american households online is expected to grow by 74 percent while the number of hispanic households is expected to increase by 20 percent and White households by 28 64 percent of asian american households Are already online the largest percentage of any group according to internet research firm Forrester re s sort of an area of the web that was t saturated Early on so people see opportunities there and there s capital chasing those plans said Lavonne Luquis president of san Francisco based latino link one of the pioneers of the Field when it launched in 1995."it seems like i hear about a new one almost every other Day or at least every new Sites also reflect the evolution of the web itself. Early on search engines catalogued what was available on the web. The search engines metamorphosed into portals which attempted to attract users by adding free services such ase mail Stock quotes and latest development is vertical portals aimed at Niche audiences ranging from women to pet lovers. Many offer the same types of services the giant portals such As Yahoo do but emphasize Content tailored for specific groups and the ability to discuss issues with like minded people. They Hope to make Money through combination of advertising sponsorships and a Commerce. Some plan to charge membership research analyst Ekaterina Walsh said the specially portals Are a sign that the medium is Challenge is to find the cultural topic or the special topic that is Likely to draw this group without just pegging them you re asian you have to be at my site " she Francisco based thinks it can do that by providing latinos and hispanics in the United states with a blend of Light hearted quizzes arid cultural titbits and hard edged news and Edwardo Martinez recently moved Picoito from his apartment into Large converted warehouse where the company shares space with rooms of women Bent Over buzzing sewing machines humming copy machines an cinnamon scented bakeries its nine employees worked feverishly in Picoito offices to meet a mid september deadline for the site s official launch and Martinez compares the task to laying Railroad tracks As the train barrels Down the tracks. Picoito offers Standard business news health culture and sports information tailored to a latino audience. An Earl version of its site included a business Story about Mcdonald s corp s plans to open a restaurant a Day in latin America and a news Story Abc tit the. Al Coq. San Jose Mercury news Richard Hernandez Knight bidder Tribune information services Edwardo left and Jesse Martinez developed , a web site aimed at latinos. hispanics to join unions. Sammy i tried to find out what they want Sosa s 58th Home run topped the sports trends and colors and fashion said Lee a news and the culture Section featured a venture capitalist who normally favors Story on the discovery of 80 prints by Spanish artist Francisco de Challenge that Sites such As Picoito and latino link face is appealing to a diverse group of users who Range from longtime Resi dents fluent in English to recent immigrants from places such As Mexico puerto Rico or address that latino introduced bilingual site in june and is planning to allow users to personalize the site to match their interests so that the can receive news about mexican affairs or Salsa music for example. Ike Lee went underground to do his research on attracting diverse audience h the Challenge to find the cultural topic or the special topic that is Likely to draw this group without just pegging them you re asian you have to be at my site w Ekaterna Walsh Forrester research analyst Button Down shirts. I realized that s a totally different Side of the said he found that asian teens love music and computers and eat ing Popcorn so he named his site . Lee changed his business plan five times blazing through concepts of site devoted to music entertainment webcasting and clubs before arriving Ratthei Denofa Caber playground for 15 to 24-year-old will enter an increasingly crowd Edfield As companies vie to become the destination the households online the number of . Household online is rising rapidly prompting web site operators to target african american hispanic and asian american households. M 1999 2000 projected White african american asian american hispanic other 44% is. For three months Lee donned baggy site offers Content in English and korean jeans and a baseball Cap and travelled chinese and japanese versions Are set to from Japan to Hong Kong to Seoul seek be launched in october. Ing out teen hot spots ,.,.,.,.,-. Source Forrester research graphic Cleveland Netherland san Jose Mercury news kit internet is transforming to More of a local culture based Model and moving away from the typical Al Type of service with pure american Content Lee said. The English language version of the site offers channels on fashion movies Educa Tion music and site takes the opposite approach first targeting English speaking asians in North America and later expand ing to asia.click2asia.com has its roots in the asian buying consortium and its Abc site a buying club for asian americans that negotiates volume Dis counts on products and services. Asians like to meet other asian Ameri cans hang out with other asian Ameri cans they like to do business with other asians said co founder Chin Yao who says he wants to create a global asian online such As provide a directory of hundreds of Sites targeting an african american audience. The Sites focus on everything from Afri can american literature to health. The Market will soon get another major player with the arrival of . In August it announced a $35 million invest ment from bet holdings news America digital publishing Microsoft corp., Usa networks and Liberty digital in what it called the largest investment in any Afri can american online venture. The Compa Nies will also use their Media properties to drive traffic to to launch in Early december bet. Com will offer general news sports entertainment health financial and education channels along with information under those headings that is relevant to african key components of the site will be email Chat instant messaging bulletin boards and a store that Sells items such a books and apparel the company found a huge void in this space said Scott Mills s senior vice president of operations in a Telephone Call from Atlanta where the company i conducting focus group research. The internet had t been actively marketed specifically toward s competitors include Sites Suchias the Tribune co s Blac Voic a com and Cox s Bla

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