Retailers Dabble in Hispanic Print

Big Box is largest Sub-category in ROP

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

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: [email protected]