Your boss just stopped by your office. He tells you that he has decided to put you in charge of a major upcoming news release. He wants you to reach the broadest possible audience. He explicitly tells you to leave no stone unturned.

You respond by promptly ignoring 38 million Americans.

According to New California Media, 13 percent of the U.S. population now turns primarily to ethnic media. If you only pitch publications such as the Wall Street Journal, Business Week, and Time, you will leave out a huge chunk of your potential audience. More than ever, a complete media strategy requires reaching out to ethnic publications.

You might consider a publication such as Latina Magazine, with its 800,000 upscale Hispanic female readers.

Or Chinese Daily News, with its 720,000 Asian readers in California.

Or Black Enterprise, with its more than one million professional African-American readers.

In fact, ethnic media is so hot, that categories such as