Good outlook for magazines

Monica Gadsby, president and chief investment officer at the Chicago based ad agency Tapestry, predicts a bright future for Hispanic magazines. In her presentation entitled “Future Trends in Hispanic media,” given at a recent Strategic Research Institute conference, Gadsby predicted growth for “targeted” magazines, which she defined as magazines tailored to specific audiences. When asked by a conference attendee why only 2% of all Hispanic advertising expenditures go to magazines, Gadsby answered that there have not been enough print options and said that the current growth in the number of titles would spur an increase in magazine advertising.

She added that the current consolidation in the print media sector would provide more resources to newspapers, giving them the means to increase circulation and frequency. “There have been very few Spanish-language dailies up till now. With more resources, the content of Hispanic newspapers will change and be more in line with general market papers.”

Gadsby also predicts that the explosion of digital TV (70% of Hispanic homes are cable subscribers) will allow for programming that targets Hispanics of specific nationalities; while open broadcast networks like Univision and Telemundo will mostly broadcast to the Mexican majority. The spread of digital video recorders will increase the amount of advertising dollars spent on product placement and embedded content. Gadsby also forecasted the latinization of mainstream TV. In what she calls the “total market,” the lines between multicultural and general markets will become more blurred.

Title: While the majority of publications are Hispanic owned….

Hispanic owned publications:

Total: 203

Non Hispanic owned publications:

Total: 98

Total number of pubs: 301

Hispanic owned % 67.4%

Non-Hispanic owned % 32.5%

Source: Portada® Research

…the leaders in ad revenues belong to corporate America

Top ten Spanish language newspapers by ad-revenues

Newspaper

Ad revenues

(in US millions)

Publisher/Owner

El Nuevo Herald

$60.3

Knight Ridder

La Opinión

$44.8

Impremedia

El Diario

$22.2

Editora Paso del Norte

El Diario La Prensa

$22.1

Impremedia

Hoy Chicago

$19.7

Tribune

Hoy New York

$18.8

Tribune

La Raza

$10.0

Impremedia

Hoy Los Angeles

$7.5

Tribune

El Norte

$7.2

Grupo Reforma

Phoenix TV y Mas

$6.9

Gannett

Total

$219.6

Source: TNS Media Intelligence
Note: January – November 2004 period

Top ten magazines Hispanic magazines in ad-revenues

Magazine

Ad revenues (US millions)

Publisher/Owner

People en español

$34.3

Time Inc.

Latina

$22.4

Latina Media Ventures

Selecciones

$15.1

Reader's Digest

Hispanic Business

$9.0

(Hispanic Business Inc., Chavarria)

Vanidades

$8.6

Editorial Televisa

Hispanic Magazine

$7.6

Editorial Televisa

Ser Padres

$6.9

Gruner + Jahr

TV y Novelas

$6.9

Editorial Televisa

Vista

$5.2

(Estrada)

Nuestra Gente

$4.7

Sears

Total

$120.6

Source: HispanicMagazineMonitor
Note: January-December 2004 period


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