Ad-department integration good for Hispanic print
After Sears folded its ethnic marketing division into its general marketing unit last August, newspaper ad-sales reps have been speculating about the consequences of such manoeuvres on Hispanic print. Spanish language newspaper executives interviewed by Portada® said that its better to be part of a large corporation's general budget, than to be part of its Hispanic, ethnic or diversity budget. “I want to be part of the big, not the small, pie,” one source said. Additionally, general market advertising departments are more likely to invest in print than Hispanic marketers, who tend to focus more on TV advertising.
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