According to Walsh, most people will not use more than one portal site. And they will not abandon their relationships with Yahoo or AOL to use an ethnic portal. It's very small and takes a long time to develop. An ethnic content site may have to first use the larger concept of community to pull people in. AsianAvenue, which has used its music channel to build its popularity with young Asian Americans, started out as a broadly-defined space for Asian Americans to express themselves.
Ethnicity is a powerful driver.
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