Media Buyers Want More Sports Pubs

Advertisers and media buyers interviewed by Portada® expressed a need for more sports publications targeting Hispanics. Deborah Richmond, media buyer at VIVA partnership in San Antonio, whose clients include Verizon Wireless and Pfizer, says “most publications, particularly magazines, skew toward women. I am looking out for publications targeting men, particularly sports publications.”

Kathryn Carter, EVP of Soccer United Marketing (SUM) agrees. “There is a lot of room for growth in both the quantity and quality of soccer and sports publications. There are many foreign soccer magazines on newsstands, but there is still a great opportunity for publications which target a US Hispanic audience. SUM is in a good position to take advantage of future growth.”

Of the available sports publications targeting Spanish-speaking audiences, only a few have national distribution or circulation. Fútbol Mundial a newspaper insert (monthly, circ. 1,000,000, Spanish with English story summaries, CPM US $40) is also audited. Major League Baseball en español (newspaper insert, circ. 1,100,000, bilingual, CPM US $27.30) is currently published three times a year, but its publisher, Major League Baseball Properties, plans to increase publication to four times a year.

Carter emphasizes that direct marketing at key community soccer gatherings and strategic placement in sports pages are always incorporated into Soccer United Marketing's media plan. “SUM develops events that allow the U.S. sponsors (Coca-Cola, Budweiser, The Home Depot, Nike and Western Union) of our various properties, like Federación Mexicana de Fútbol (FMF), to connect directly with the Hispanic and particularly the Mexican market. Most of our sponsors are interested in multi-media advertising.”


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly?


Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation has entered into a binding agreement to acquire all outstanding shares of Time Inc. for US$18.50 per share in an all-cash transaction valued at us$2.8 billion.Meredith adds leading media brands to already strong portfolio of National and Local Media Properties, creating media powerhouse with US$4.8 Billion in Revenues, Including US$2.7 billion of advertising revenues.


ANA’s New Alliance Helps Step Up Game in Multicultural Marketing

ANA’s New Alliance Helps Step Up Game in Multicultural Marketing

We caught up with industry pioneer Rochelle Newman-Carrasco of Walton Isaacson at the ANA Multicultural Conference and asked her a few questions about the growing momentum of The Alliance of Multicultural Marketing (AIMM).