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East Meets West Asian Americans have money, Net savvy and entrepreneurial fire. Media magnate Jeff Yang explains how to tap both their talent and dollars.

By Scott S. Smith

Opinions expressed by Entrepreneur contributors are their own.

Although Asian Americans make up just 4 percent of the U.S.population, they are the nation's fastest-growing ethnic group,expected to constitute 12 percent by 2020. In 1994, even beforehelping to lead the Internet explosion, the U.S. Census Bureaureports Asian Americans had average household incomes of $52,562,compared with $45,034 for white Americans. We asked Jeff Yang, 32,CEO of aMedia Inc. and publisher of aMagazine: Inside AsianAmerica, which has a circulation of 200,000, about how to tapinto this community.

Give us some insight into the majorAsian American communities.

Chinese and Filipino are the largest groups, followed by [inorder of size] Japanese, South Asian, Korean and Southeast Asian.Immigrants are more likely to identify with their ethnicities thanwith an Asian American identity; individuals born and educated inthe U.S. are more likely to have pan-Asian affiliations. Chinese,Filipino and Japanese communities are the most established U.S.populations, while Korean, South Asian and Southeast Asiancommunities are mostly immigrant.

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