Where are the hot spots for Hispanic newspapers?

It's a question often asked by publishers, venture capitalists and advertising sales representatives. In which US region is there most potential for a newspaper targeting Spanish-speaking audiences? Where are Hispanics most under-served?

According to a Scarborough Research study, San Antonio, Texas is the US metropolitan area with the highest newspaper readership among Hispanics. The study found that 64% of San Antonio's Hispanics read a daily or Sunday newspaper. San Antonio is followed by New York (57%) and Miami (56%). The US metropolitan areas with the lowest Hispanic readership are Dallas/Fort Worth (37%, see page 5 of this issue of Portadatm), Phoenix (40%) and Houston (42%). The fact that cities with large metropolitan dailies for Hispanics such as New York (Hoy, el diario/La Prensa) and Miami (El Nuevo Herald) have high Hispanic readerships, suggests that Dallas/Fort Worth, Phoenix and Houston are under-served in terms of print media alternatives for Hispanics. Therefore, newspaper publishers have a higher probability to be succesful in launching newspapers in these cities.

Scarborough interviewed 200,000 persons in 75 DMAs across the US between February 2001 and March 2002. Sixteen thousand of them were Hispanics. The study also showed that Hispanic men tend to read the newspaper slightly more than Hispanic women. It showed a clearly positive correlation between household income, education (college and postgraduate), age and newspaper readership.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

CNN en Español’s SVP Cynthia Hudson Shares Plans to Address Growing Hispanic Audiences

CNN en Español’s SVP Cynthia Hudson Shares Plans to Address Growing Hispanic Audiences

Portada and CNN en español joined forces at the first Thought Leadership Breakfast for the Multicultural Markets in New York. We asked Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S., about CNN en español's goals for this year, and how their recent agreement with Nielsen will help achieve those goals. CNN en Español, the sole 24-hour Spanish-language news network in the U.S., will have access to Nielsen's Hispanic demographic data, which will help CNN reach Hispanic audiences more effectively.


Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.