Broadcast advertising is usually purchased by city or MSA (metropolitan statistical area), but many national magazines such as Time and Business Week also sell regional advertising sections on a state or city basis. In fact, some print media is moving toward editions based on such highly segmented geographic areas as zip codes. Cities are especially important for ethnic marketing. Whereas half of all Americans live in the fifty largest metro areas, more than 70 percent of Asians and Hispanics live in cities.