The Many Faces of the Filipino-Canadian in the Marketplace


What we are talking about here is the significant spread of the Filipino-Canadian in practically every aspect of every country’s business, personal, and social life that he travels to as a migrant skilled worker and/or as a permanent resident. Particularly in Canada, the Filipino-Canadian consumer is a dynamic market by itself, separate from the mainstream universe, and representing the third largest Southeast Asian group among the visible minorities, with their own unique characteristics, psychological mechanisms or psychographics that influence buying habits and product choices.

The Added Reach and Frequency Factor: The Ethnic Media Advantage

Without questioning the advantages of national media publications and other media vehicles that a major or national advertiser traditionally use, the Philippine Journal, can also be utilized effectively as a supplementary medium to penetrate the Filipino-Canadian market in his/her area of influence among the ethnic communities: the Filipino community. In this sense, the Philippine Journal can thus provide greater reach and added frequency at efficient cost levels to any national advertiser’s national, regional, or local campaign.

Who Are They? . . . A peek into the Spirit of a Community

These are the Filipinos representing various sectors of the workforce: from nannies, nurses, construction workers, caregivers, housekeepers, to successful real estate brokers, medical and dental practitioners, lawyers, journalists, business entrepreneurs, military, civil servants, engineers, academicians, and many others. There are an estimated over a 100,000 of them in 2006, with the lowest unemployment rate (5.6%) among all visible minority groups, based on population projections using the 2000 census. The average household annual income is C$45,000 or a total spending power of close to C$1.0 billion annually.

The average household annual income is C$45,000 or a total spending power of close to C$1.0 billion annually.

Canada Day:Canadian Filipino Association of Yukon

Discretionary spending on the rise

In the first nine months of 2006, Filipinos have sent home a record C$335 million, an amount representing a whopping 225 per cent increase over the C$102.8 million in the same period in 2005. In 2011, remittances have reached $20 Billion. In 2012, remittances totalled $28billion.It is not inaccurate or wasteful thinking, therefore, to reflect on this fundamental point as any keenly sensitive marketing or advertising practitioner should, realizing that this is what they really are. And with such awareness, they can exploit this to further capture the Filipino market with his/her significant purchasing power as a consumer/worker.

The increasing Importance of the Ethnic Media: The Philippine Journal’s strategic role

Media choices are decisions that should take into account not only what particular types of market the advertiser plans to reach, but also how much and to what extent, to reach that given market in their respective zones of influence. Such as the Filipino-Canadian ethnic market which the Philippine Journal is primarily aimed at. Whereas media planners will acknowledge the importance of reaching them, they often believe they can be reached through normal media channels in one big sweep, by using conventional national media which they normally use, such as mainstream print, television, or radio. But understanding the consumer behavior and influences of the Filipino-Canadian consumer at a basic level — which only the Philippine Journal can reach and articulate with in this highly localized market –, can serve as effective drivers of consumption volume as a necessary complement to the overall national media plan. True, they can also be reached by the mainstream publications but, most likely, they are only at minimum levels since it is also a basic principle in media planning that local consumers respond more favourably to local media which cater specifically to their own needs.

Thus, the use of local publications would effectively serve to round off coverage and frequency of a heretofore unreachable market by mainstream publications, such as the Filipino-Canadian consumer which can be reached by the Philippine Journal.

The Philippine Journal: Highlights

The Philippine Journal, is published by the Philippine Journal Publishing Corp. with offices at 3181 East 53rd Ave, Vancouver, British Columbia, V5S 1W4, Canada. The publication is now on its 16th year and is the oldest Filipino publication in British Columbia.

Page size (dimensions) and average number of pages per issue: tabloid size of 10.25′ wide and 15.5″ high, and averaging 36 pages per issue, split between main (20 pp.) and supplement sections (16 pp.). For additional information on ad rates, color and black and white, sizes, and other mechanicals, please refer to attached rates card.

Frequency, Circulation and Distribution

Published twice a month, with a circulation of 10,000 copies, primarily directed to the Filipino-Canadian community in the Greater Vancouver area and, secondarily, to the rest of the province of British Columbia. Distribution is FREE through Filipino retail outlets, business and professional offices/clinics in the Greater Vancouver area and in other parts of British Columbia. Regular and random monitoring of distribution outlets are also conducted periodically to ensure speed and quality of turn-over in these same outlets.

Coverage Areas

Where large concentrations of Filipino-Canadians are found, particularly in the Lower Mainland cities: Vancouver (76,984, 3rd largest); Surrey (13,817, 3rd in Surrey); Richmond (9,707, 3rd in city); Burnaby (7,189, 4th in city); Coquitlam (3,466 4th in city); New Westminster (3,389, 3rd in city). These population breakouts are projections from the 2000 Canadian Census. There has been a major increase in these numbers in 2013.

Editorial Format and Language

Published in English in tabloid format containing news relevant not only to a Filipino-Canadian audience but to a Canadian audience as well because the Philippines, as with the rest of Asia, is now so much a part of the multicultural diversity of Canada. Original editorial write-ups, opinion columns (not reprints from Philippine media, as some other Filipino publications do) and news features from the home country as well as those of local Vancouver communal, business and political events and those of national significance, inclusive of world events form part of the publication’s editorial content.

Readership Profile

Mainly Filipinos, found to be:

  • disproportionately female (58%)
  • relatively young (67% are between 15-44 years of age)
  • well-educated. Over 30% have university degrees, compared to 23% of other immigrants and 13% of Canadian-born population.
  • unemployment rate of Filipinos in the Lower Mainland is lower than those of both non – immigrant and all immigrants as well.
  • majority of Filipinos speak and write good English.

Looking ahead into the future

The Philippine Journal, always looking for new challenges, has just recently stepped into another window of opportunity — even if at a modest start. What started as a normal break in conversation, or an after-thought in a light moment of optimism among the partners after another hard day, morphed into another proactive reality which is taking on radio as another initiative into the future.

RJ 1200, Spice Radio which is the newest AM broadcasting station dedicated to multicultural programming, has made possible a two-hour nighttime slot in their Sunday schedule for Irene Yatco, co-publisher and editor-in-chief of the Philippine Journal.

Irene is host of the weekly Filipino program, Tayo’y Pinoy (We’re Filipinos, Pinoys being the Filipino version of Canucks)targets Filipinos of all ages, primarily those in the 15-44 years age group, male and female. The format features the latest in OPM (Original Pilipino Music) by well-known artists from the Philippines, as well as news from the Philippines which are of interest to the program’s audience. Like what we said, it started out like a haze transformed into a conversation piece crystal balling into the future. And that future is now here.Other news: Visit the Philippine Journal website


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