NYT, Hachette And Parade Use General Market Pubs

As publishers try harder to cater to Hispanic readers and provide advertisers with a viable platform to reach them, many are choosing to leverage their existing general market publications. The New York Times (daily, circ. 1,133,763) is a prime example of this trend. “Our core product is of interest to the Hispanic community as it exists right now,” Janet Robinson, executive vice president and COO of The New York Times, said at a recent industry conference.

Some HFM (Hachette Filipacchi Media US) publications already have a large share of “ethnic” readers. Twenty-six percent of Elle readers (monthly, rate base 2004: 1,000,000) belong to an “ethnic minority” (a substantial part is Hispanic). HFM is strategizing on how best to “offer these audiences” to advertisers interested in reaching Hispanics and African-Americans.

Parade, a weekend supplement inserted in 350 newspapers with a total circ. of 36 million, also uses its core product to reach Hispanics. Robert J. Marold, VP/sales at Parade, tells Portada® that his publication offers advertisers market-targeted distribution in high-density Hispanic areas.

Using general market publications to target Spanish-speaking audiences is less risky, than launching full-fledged Hispanic products. According to research by Kirk Whisler, CEO of the Carlsbad, CA, based Latino Print Network, Hispanic ventures launched by general market newspaper companies are 56% more likely to fold, than ventures by Hispanic owned publications.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.