New Study Says Newspapers Must Act Boldly to Engage Young, Diverse Readers

The Hispanic print advertising market is becoming more sophisticated, increasingly targeting specific segments of the Hispanic market. The New York based ad agency The Vidal Partnership recently researched DirecTV's subscriber base and concluded that the satellite TV company could gain more assimilated Hispanics through bilingual direct mail campaigns and inserts in English-language publications (e.g. Latina). Disney, whose Eastern United States account is managed by the Tapestry Group and its sister agency Lapiz (Leo Burnett), is also investigating ways to increase its Hispanic customer base. Enrique Chang, account supervisor at Lapiz in Chicago, tells Portada® that he hopes to implement direct mail and print advertising campaigns targeting English-dominant Hispanics in the 2006 fiscal year (beginning October 2005). When it comes to reaching Latino teens, bilingual and English-language advertising becomes even more important. Although many publishers are interested in this market, there are still very few media vehicles targeting Hispanic teens. Companies like Maybelline have used non-conventional advertising, including product placement in movies and reality shows, to target young Latinos.


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