Book club vs. Music club

Club Música Latina (Columbia House) and Mosaico (Bookspan) are two of the largest Hispanic book clubs. While Club Música Latina has close to 2.5 million “active” buyers, Mosaico has only 225,000 club members (see page 27). What can explain such a large difference in club membership? Do Hispanics like music that much more than books? Mosaico's Hugo Pinzón points out that Club Música Latina has been in the market for 15 years, while Mosaico is only 3 years old. But there are also structural differences. “Music is a different product. Anyone, not just Hispanics, can listen to it,” Pinzón notes. “Reading a Spanish-language book is more difficult, fewer people can do it.”

Growing at their own pace

Date

Mosaico

Club Musica Latina

3-31-2003

68,854

783,900

6-30-2003

60,000

1,284,113

9-30-2003

86,000

1,284,000

12-31-2003

86,000

1,284,000

3-31-2004

120,000

2,095,000

6-30-2004

120,000

1,190,000

9-30-2004

154,300

2,430,000

Source: MarketRelevanceTM/ParadyszMatera

Note: Number of club members. Ups and downs of counts do not necessarily reflect the actual number of members, but could have to do with the maintenance of the database containing the list.


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Editorial Staff @portada_online

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