||Census: A New Face of America
The nation ended the first decade of the 21st century much the same way it did a century ago: as a strikingly more diverse and less rural nation.
The number of Hispanics surpassed the 50 million mark, growing 43% and accounting for more than half the national growth since 2000, according to the Census Bureau's first release of detailed 2010 national data. By contrast, the non-Hispanic population grew 5%.
Hispanics now make up 16% of the USA's 308.7 million people. For the first time, they increased faster than blacks and whites in the South. Hispanics doubled in South Carolina, North Carolina, Kentucky, Tennessee, Alabama, Mississippi and Arkansas.
"Not since the 1910 Census, when you saw waves of Eastern Europeans transform America...has such a change happened," says Robert Lang, urban sociologist at the University of Nevada, Las Vegas. "2010 brings the next step in the American story. This is the transformation of the U.S. into a post-European-dominated society."
Sun Belt states continued to fuel most of the growth. The population center of the nation moved farther west and south to Texas County, Mo., 2.7 miles northeast of Plato (pop. 109). It's the fourth time in a row the center has been in Missouri, but it is drifting more to the south because of the pull of Texas and southeastern states.
How does the Census Bureau identify the population center?
"Imagine that we have conceptually a flat and weightless and rigid map of the United States," says Census Director Robert Groves. "And then all of us...weigh exactly the same. Then you sort of find the place where the balance is."
More than 84% of population increases happened in the West and South. Western states have now surpassed the Midwest in population but it's the first decade that the South grew faster than the West, says Marc Perry, head of the Census population distribution branch. Four of the largest 10 states now are in the South (Texas, Florida, Georgia, North Carolina).
Urbanization spread at a fast pace while rural America continued its decline. Most of the fastest-growing counties were in metropolitan areas, including Kendall, Ill. (Chicago) and Pinal, Ariz. (between Phoenix and Tucson), which more than doubled.
Suburban counties in large and small metros grew the fastest mostly because of migration, according to Kenneth Johnson, demographer at the University of New Hampshire.
In more than a third of rural counties, more people died than were born, he says. Growth outside metropolitan areas slowed to less than 6% compared with more than 10% in the 1990s. Most of the growth came from Hispanics, even in rural areas.
Other Census findings:
• About 9 million people said they were of more than one race, up 32% from 2000. Multiracial people now account for 3% of the population, up from 2.4%.
• Non-Hispanic whites total 196.6 million, or 64% of the population. In 2000, it was 69%. There are 37.7 million blacks and 14.5 million Asians, who grew faster than any other race.
"Nearly half of all kids are something other than non-Hispanic white," says Nicholas Jones of the Census Bureau's racial statistics branch.
The numbers of black and white children are declining.
"It's clear that the growth of our nation's children will continue to be dependent on new minorities," says demographer William Frey of the Brookings Institution.
Minorities now make up more than 36% of the population, up from 31% in 2000.
• The USA TODAY Diversity Index rose from 49 in 2000 to 55, reflecting a decade of strong immigration and births to immigrants. The index uses a scale of 0 to 100 to show the probability that two people chosen at random will have different racial or ethnic backgrounds.
The current index of 55 means there is a 55% chance that two random people will differ that way. In 1990, it was 40. State indexes for 2010 range from 81 for Hawaii to 11 for Vermont.
• Small declines in black-white segregation continued but Hispanics and Asians -- the fastest-growing segments of the population -- remain at the same level of segregation from whites as in 1980.
The average Hispanic lives in a neighborhood that's almost half Hispanic, and the average Asian in one that is almost a quarter Asian, according to analysis by the US 2010 Census Project at Brown University. "Progress is mixed," says John Logan, a Brown sociology professor who heads the project.
(Source: USA TODAY, 03/24/11)
Click here to email to client
Back to Radio Sales Today
Click here to view classified ads in the RAB Job Center.
RAB Sessions at the NAB Show
The Radio Advertising Bureau will present seven informative, timely workshops at the upcoming NAB Show, April 9-14 in Las Vegas.
These sessions are scheduled for April 11, 12 and 13, and will focus on issues such as creating new revenue streams, enhancing management skills, developing integrated media campaigns, and selling digital advertising.
For more information on the NAB show, click here.
Next Certified Digital Marketing Consultant Class Begins Tomorrow
There is a reason Radio is not getting the Digital revenue it deserves: Too many clients don't think Radio sellers understand Digital. And that means the money that could be going to Radio, to your stations, to your commission checks, is likely going somewhere else.
It doesn't have to.
RAB's Certified Digital Marketing Consultant (CDMC) training will give you and your team the confidence and ability to present and close your station's Digital business. Period.
The next online class begins tomorrow. For more information, contact Rob Boaden today at (843) 757-5066 or firstname.lastname@example.org.