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.
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