What Content do Latino Readers Like?
A roundtable with publishers of Hispanic newspapers.
Javier Aldape (Editor and vice president/product and audience development Hoy, Tribune Corp): “Our national survey provided much information about reading preferences and content interests. Local and national news about and affecting Latinos ranked very high, as did news about their specific country of origin. Still, though we serve very different markets -- and tailor each edition accordingly -- I'd suggest that our readers are all linked by a very strong generational and linguistic bond. Mexicans in LA might have different interests than Dominicans in NY in others, but they all come to Hoy looking for information to help them succeed and build better lives. That information is universal, and it is what makes our newspaper so attractive to our over 500,000 daily readers.”
Jaime Segura (Publisher, Grupo Ferre, El Nuevo Dia Orlando): “Definitely local content (we serve the Central Florida market as one) relevant to our community.”
Kent Kirschner (General Manager, Fronteras, Universal Press Syndicate): “They demand to be entertained, informed, compelled to act, and made to feel as though they are part of the community: the local community and the community of others just like them around the country. They also want to stay in touch with what is happening back in their countries of origin.”
Edward Schumacher-Matos (CEO and editorial director, Meximerica Media, Diarios Rumbo): “Although our readers in Houston, San Antonio, the Valley and Austin are nostalgic about their country of origin, the most popular content is local and "news you can use" stories. They want to know what is happening where they are living, working and raising their kids. Sports and entertainment content is also popular.”
Rudy Zaccagno (retail advertising and business manager at the New York Daily News, Hora Hispana): “Informational content, education/immigration/health and.more "how to" features.”
Sergio Salinas (Conexion, Hearst, General Manager): “According to our research, our readers have a specific interest in matters pertaining to health and family issues and also entertainment. They want to read subject matter that pertains to them culturally, a product that is written for them. [Based on editorial ROI, Hispanic concerns, family life, schools/education, and health/healthcare.] Conexión writes to people of Hispanic descent who earn $35K+, and who are between the ages of 25-54, and tailors its editorial to satisfy this cultural appetite. For example, sports such as boxing and soccer are covered in more detail within Conexión. Recipes in our food section are typically authentic Mexican dishes.”
Ricardo Cabrera (7 Dias, Advertising Sales Director, TV Net Media Group): “Publishing to the general market is in a way is more challaging sincethey have to keep different and more diverse interest in mind, more coverage and of course more expensive, we have the mission to serve the Hispanic community wich gives focus and sence of porpose.”
Amy Hinojosa (Belo Corp. Al Dia, marketing and circulation director at Al Día): “Health content is highly coveted. In our 2004 annual survey, 80% of our audience indicated they read our “Tu Salud” health section every Monday. 74% our readers demanded more education coverage, which was no surprise given that 63% of DFW Hispanics have children living in the household. In addition, 70% indicated they wanted more immigration advice.Other popular sections include “Tu Dinero” (personal finance), “Tu Familia” (family), and “La Vida” (entertainment guide).Spanish-language newspapers focus squarely on the Hispanic reader with a stronger emphasis on visuals than general market newspapers. They also focus more prominently on utility value, as they serve as an informational bridge for Hispanics facing unique challenges in connecting to or advancing in the economic, political, and educational mainstream."
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