As per Sclater (2002), many ethnic segments don't read, listen or watch the mainstream media, yet many marketers appear slow to run campaigns via the more specialized targeted media now available

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Sclater (2002) highlights a gap in marketing strategies where marketers are slow to adapt to specialized targeted media despite the fact that many ethnic segments do not engage with mainstream media, suggesting a missed opportunity for more effective targeted marketing.

As Per Sclater (2002), Many Ethnic Segments Don't Read, Listen