Miami Ad-Summit “Hispanic Print Boom,” a Review

Advertisers and what they are looking for

  • The American Automotive Association sent a representative to the NAHP's Miami Ad-Summit as part of an effort to reach Hispanics through print media.
  • Infinity Insurance, a Los Angeles based insurer, recently bought its first print ad in Atlanta Latino.
  • Rafael Fantauzzi, corporate relations manager at Coors Brewing Company, noted Coors' intention to be present in key local and regional lifestyle publications. Currently, Hispanic Magazine is the only national Hispanic publication carrying Coors ads. Coors invests most of its ad dollars in New York, Denver, San Diego, Houston, New Jersey and Dallas Fort Worth. Fantauzzi says newspapers are not a good vehicle for beer ads. However, Coors does do “social advertising,” showing its support of worthy social causes, in Hispanic newspapers. Spot Plus y Mas does media buying for Coors.
  • A media buyer from Zubi Advertising says she uses print media to target specific groups of consumers and to reach high purchasing power Hispanics. Her clients include Florida Lottery, American Airlines and Wachovia.

Challenges for magazines

Luis Eduardo Baron, publisher of La Guia del Golfo in Sarasota (Florida), pointed out that it is very difficult for regional magazines like his to attract national advertising. In an attempt to get more national advertising, Baron is making La Guia into a franchise. Besides La Guia's Sarasota edition which is distributed in Sarasota, Manatee and Tampa Bay, La Guia already has franchises in Southern Florida, Indianapolis and Toronto. Sam Verdeja, of Hispanic Publishing Corporation, sees substantial room for growth in custom publishing, events and consumer marketing. He also points out that although newsstand distribution increases the image of the publication, it is very expensive (65% or more of the publications are returned by the newsstand operator to the publisher).

New Pub on the block…

Representatives of El Paracaidista, la guia del recien llegado a Miami (circ. 20,000) presented their monthly Spanish-language publication created to provide first generation Hispanics with quality “service oriented information.” The publication covers information on education and continuing education classes, immigration advice, refinancing possibilities, labor laws and job opportunities, and mortgage refinancing solutions. Clave Corporation, El Paracaidista's publisher, is interested in franchising the pub in other areas of the U.S.

…and expansion plans.

According to Clara Reyes, manager and editor of Dos Mundos in Kansas City (weekly, bilingual), her paper is also looking to expand their bilingual model to other parts of the U.S.

Zip-Codes, the language of FSIs

Craig Desens, president of Strategic Print Marketing (a division of Newspaper Services of America), emphasized the fact that Newspaper Services of America (NSA), a media buying organization representing companies such as Sears, AT&T, Home Depot, and Toys R'us, only spends US $7-10 million annually on FSIs in Hispanic newspapers. Newspaper Services of America spends a total of US $1.7 billion annually on print media, most of which goes into FSIs. NSA, the largest newspaper planning and buying agency in the U.S. followed by Valassis, has placed ads in 30 of the NAHP's member papers. All participants in the session “FSIs: The Hispanic Newspapers' Secret Weapon” emphasized the importance of audited circulation and readership studies in attracting advertisers to Hispanic print. Desens said that “zip-codes are the language of FSIs” and that publishers must offer advertisers flexible solutions (targeted distribution, sub-zip code distribution, insertions multiple days of the week).

John Traynor, CEO of Papel Media, pointed out that while coupons and other FSI advertising have a high response rate in Sunday editions in New York, Miami and other East Coast cities, Sundays are not as good on the West Coast where advertisers tend to do better with Wednesday and Thursday insertions. Traynor says media consumption habits of Latinos living in the Western U.S., mostly of Mexican origin, mirror consumption habits in Mexico, where newspapers' paid circulations are relatively low on Sundays compared to the rest of the week. Carlos Ollea, associate publisher of La Raza, says different types of advertisers use FSIs on different' days of the week. While grocery and food advertise tend to advertise mid-week (mostly through coupons), other retailers (electronics, furniture, etc.) place more inserts on the weekends.

Vincent Andaloro, CEO of Latin Pak, said that his advertisers rarely buy inserts in FSIs distributed on Sundays. He pointed out that clients want some overlap when buying FSIs in different newspapers to drive the message home. John Kelly, general manager of custom publishing at NewsAmerica Marketing, also participated in the panel.

For more information on FSIs, see: “What you should know about the Spanish-language FSI market” (Portada® No. 10, page 1, also available via Portada® search engine).


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Editorial Staff

Portada Staff

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