Retailers Dabble in Hispanic Print

Big Box is largest Sub-category in ROP

Subcategory

$ million Expenditure

Big Box Retailers

14.04

Apparel

9.4

Home Furnishings

4.1

Pharmacy Retailer

1.5

Automotive products

0.95

Electronic Retailers

0.92

Other Retailers

0.02

Total

30.93


Source:
Portada Ad-tracking

Note: National Advertising during the Jan1-Oct.15 2006 period in $ million.

Run-of-press national advertising in Hispanic newspapers by retail advertisers amounted to $30.93 million during the first ten and a half months of 2006, a very low figure when compared to the billions they spend in the general market. The statistic was noted before the advertising intensive 2006 Holiday Campaigns. The figure does not include local retail advertising - e.g. advertising campaigns by large retail chains that are not branding related: any ad that carries a phone number of a local dealership is not considered National Advertising by Portada Ad-tracking - which represents the largest portion of advertising in Hispanic print.

Big-box retailers (e.g. Sears, Kmart, Office Depot, Target) led the pack of national advertisers in Hispanic newspapers. They were followed by Apparel retailers, including Macy’s and Dillard’s). Home improvement and Furnishing retailers (e.g. Home Depot) occupied a distant third position. 


…and Sears leads the pack in Preprints

FSI Activity of Big Box Retailers

Number of Insertions

Language

Sears

387

English

Kmart

129

Spanish/English

Office Depot

120

Spanish/English

Target

91

English

Walmart

89

Bilingual/English

Publix

81

Spanish/Bilingual/English

Mervyns

51

English

Heb

44

English

JC Penney

42

English

Supersaver

16

English

Albertsons

16

English

Kohls

14

English

Sam’s Club

11

English

Office Max

5

Spanish/English

Save Mart

5

English

SafeWay

2

Spanish

Source: Portada Ad-tracking

Note: FSI insert in publications targeting Hispanics during the Jan1-Oct.15 2006 period in $ million.

FSI (Free Standing Insert or) or pre-print advertising amounts to approximately 30% of overall national retail advertising. In the general market, that ratio is higher than 50% and it is expected that in the Hispanic market the proportion of preprint advertising will increase. As can be seen in the box above, the language used by most big box retailers in their FSI inserts is English. As these marketers adopt more Hispanic specific advertising material (e.g. Bilingual and/or Spanish), an increase of FSI activity is bound to follow.

Sears was the largest pre-print advertiser during the first 10 and-a-half months of 2006 with 387 insertions. It used English-language ads for its campaigns. Sears was followed by Kmart (129), which used both English and Spanish-language advertising for different campaigns, including “Dia del dolar (Dollar Day)” and “Your Dreams Your Way.” 

Office Depot, whose campaigns included “Ahorre 20% en todas las copiadoras (Save 20% on all copiers)” and “Somos su central para la preparacion de sus impuestos (We are your source for tax preparation” was the third big box retailer ranked by its number of preprint in inserts in Hispanic newspapers (122 in both Spanish/English).

To get detailed information about Portada Ad-tracking, please call Annette Fielman at (516) 396-0179 or e-mail: Annette@portada-online.com


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Editorial Staff

Portada Staff

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