Newspaper / Big Box Retailers Still Are Small Advertisers

According to figures provided by CMR, large retail chains are still relatively small advertisers in Spanish-language newspapers. CMR includes both FSI (free standing inserts or preprints) and ROP (Run on Press) advertising in its ad-ranking. Interestingly, during the first five months of this year, the top 20 Hispanic newspapers had total retail revenues, including department stores, discount department stores and variety stores, of US $22 million.

This figure is almost twice as high as the total advertising expenditures in Spanish-language newspapers by the top 50 retail brands (US $13.56 million). This ratio implies that advertising from mom and pop stores is still the bread and butter of even the largest Spanish-language papers. As the major retail brands (Sears, Home Depot, Best Buy, Target, etc.) increase their print budgets to reach Hispanics, the weight of mom and pop stores in total retail advertising will probably decline. Overall, advertising revenue for the top 20 Hispanic newspapers during the first five months of the year was US $115.5 million. This means that retail accounted

for 19% of the overall advertising pie.

Magazines/ Tiny But Growing

Total retail advertising sales in Hispanic magazines during the first five months of 2004 were US $7.74 million, an increase of 25.2% compared to the same period of 2003, according to data provided by HispanicMagazineMonitor, a service of Media Economics Group. Department stores lead the retail category, making up 21.5% of total retail advertising, followed by Clothing and Clothing accessories (16.3%), Food and Drinking Places (14.4%), and Food and Beverage Retailers (5.1%). TV y Novelas magazine had the most retail advertising, with revenues of US $1.34 million (17.3% of total advertising), followed by People en español (US $908,000, 11.7%) and Latina (US $630,530, 8.1%).


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.