Procter & Gamble Re-assesses its Hispanic Print Strategy

ROI of FSI investments is low. P&G's Hispanic custom publication discontinued publication nine months ago. Read more.

Procter & Gamble is currently reassessing its Hispanic print media strategy. At a presentation in last weeks SRI Hispanic and Latin American marketing conference, German Uribe, marketing director for multicultural, Hispanic, paper products for Procter & Gamble, noted that the return on investments of P&G's Free Standing Inserts (FSI) in Hispanic newspapers is very low. General market FSI's, on average, return US$ 3.56 per every dollar invested by P&G. While Hispanic TV and Trade Promotions return US $3.18 and US $2.9, respectively.

Uribe told Portada® that his company is currently looking at how to improve FSI advertising targeting Hispanics. Uribe is particularly interested in increasing the coupon redemption rate.

Additionally, Uribe noted, P&G stopped publication 9 months ago of Avanzando con tu Familia, an annual bilingual publication with a circ. of over 1 million. Avanzando con Tu Familia's content was based on education. health. tradition and home. It was launched in 1998.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

BRAND MARKETING RESEARCH: Sponsored Posts via Influencers, Publishers More Engaging than Organic Content

BRAND MARKETING RESEARCH: Sponsored Posts via Influencers, Publishers More Engaging than Organic Content

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Attention World Cup Marketers: Fans Will Be Engaging ‘24/7’

Attention World Cup Marketers: Fans Will Be Engaging ‘24/7’

The World Cup kicks off in Russia on June 14, 2018. While Americans won’t be able to cheer for their own national team this time, US soccer fans are more engaged and excited about the tournament than ever.


As CMOs Spend More on Mobile, Budgets Are Eaten Up by Fraud

As CMOs Spend More on Mobile, Budgets Are Eaten Up by Fraud

Only one in five advertisers said they’re able to systematically combat fraud with the right tools and expertise. Why aren’t marketers taking this growing risk head-on?