Advertising Campaigns: Spier New York Reaches Hispanic Readers through Print and Online

Spier New York, an advertising agency specializing in the publishing industry, tells Portada it buys media in local Hispanic publications and national magazines to advertise its brands (Rodale, Doubleday, Putnam, Random House) to Hispanic readers, says Peter Pernia, media buyer at Spier New York. Overall, the Hispanic market is still a small portion of advertising budgets of book publishers. Pernia notes that Spier New York does campaigns for just a few Spanish-language titles.

Print media is the main avenue for book advertising, although online is rapidly increasing its share. “Approximately 50% of our media buying is spent in print and the remaining 50% is online advertising,” says Pernia. Only very large campaigns get TV and radio exposure.

Interestingly 70% of all book-related print advertising goes into the New York Times. “The advantage of the New York Times is that it has a national reach, a good book review, and they have book reviews every day,” says Pernia.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Why More Brands are Investing in MLS Jersey Sponsorships

Why More Brands are Investing in MLS Jersey Sponsorships

More brands like AmFam, Valspar, Target, Etihad Airways, Acura, and Bimbo decide to be on the MLS team’s jerseys, and sponsorships will keep growing.


SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

Each fall, the USHCC hosts the country’s largest gathering of Hispanic business leaders: The USHCC National Convention. The Convention is held every year in a city that embodies the American entrepreneurial spirit and supports a thriving small business community.


How Facebook is Cornering the Video Ad Market, also in Mexico

How Facebook is Cornering the Video Ad Market, also in Mexico

With more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, the social media giant is boosting revenue at a faster pace than expected. An important part  of Facebook's efforts and investments are going into the creation of a major video advertising platform.