Issue 25. Q2 2007
Corporations enticed by custom publishing. Latino Social Networking Sites Take Off. Latest National Advertising. Campaigns Targeting Hispanics. Making it Stick with Front Cover Ads. Print
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Corporations enticed by custom publishing. Latino Social Networking Sites Take Off. Latest National Advertising. Campaigns Targeting Hispanics. Making it Stick with Front Cover Ads. Print
Hewlett Packard is calling on Hispanic families to celebrate Three Kings Day by entering a sweepstakes on its newly-launched Spanish-language website, https://www.hp.com/united-states/ahora.
In an attempt to foster brand affinity among Hispanics, Perdue has launched a Spanish language website where users can exchange recipes and get tips on how to cook healthy meals with their products.
Hispanics Love Direct Mail Says New Vertis Study
Licensing and syndication company United Media has signed on to represent a direct-to-retail opportunity with Los Kitos (The Toons), a bilingual cast of characters that made their original debut in an educational comic strip (“edu-comic”) more than eleven years ago and now are being published in 375 newspapers in seventeen countries. Conceived by Martha Montoya, Los Kitos are also featured on a weekly national radio show in the U.S and in six other countries, and have appeared in a variety of other media and promotional platforms since their 1995 inception.
Advertising Campaigns
In order to win advertisers, publishers geared towards the Hispanic market have to do a lot more than just sell ad space. “We have to be able to put together ad programs which include a combination of media,” explains Enedina Vega , National Sales Directo
Offer Analysis: Covenant House Tugs Heartstrings with Second Notice Solicitations
When launching a magazine internationally, there are a lot of factors to consider in predicting how it will fare. Competition, market demand, and distribution challenges are just some of the concerns a publisher must address. Increasingly, a magazine’s digital presence is almost as important as its print presence, which presents a whole new set of problems to assess and manage.
For advertisers interested in reaching the Hispanic newspaper audience in a different way, front-cover sticker advertising may be for you. Mastercard and Sprint are already using this option to target Hispanics. For newspaper publishers looking to maximize ad-revenue without sacrificing a large portion of the hallowed cover, offering front cover sticker ads might be for you. And for the impressionable consumer looking to get a good deal with the morning news, well, you might just find it on the front cover of your favorite Hispanic newspaper.
Growth in ad revenues for Hispanic parenting magazines appears to be slowing slightly this year. According to Steve Kantor, publisher of New Parent en español, advertisers have pulled back a little. The company had a “nice” 2006 according to Kantor, who reported a 30% growth in ad revenues year over year. Ser Padres and Healthy Kids en español (quarterly, circ. 504,673), Meredith’s highest circulating Hispanic parenting titles, experienced double digit increases last year, according to Enedina Vega, National Sales Director for Meredith Hispanic Ventures. “Ser Padres saw ad revenues grow by 24%,” said Vega. Still, that’s not as big an increase as it experienced in 2004, when ad revenues were up by 47%, according to HispanicMagazineMonitor. 12 Meses (circ. 600,000, annually) and Espera (circ. 750,000, annually) continue to grow at a more modest rate.
Hispanic FSI Market: Growing, But not Quite there Yet
In early 2006, the AHAA (Association of Hisapanic Advertising Agencies) announced plans to partner with the MPA (Magazine Publishers of America) and a group of Hispanic publishers to collaboratively put together the first comprehensive Hispanic readership study with a large enough sample to gather good data on even smaller circulation Hispanic publications. A year later, an overall study has not been conducted.
The potential to tap into a grassroots, user-created environment that carries a homespun credibility with it has many advertisers jumping at the chance to be a part of it all. According to eMarketer, ad spending on social network sites is expected to reach $865 million in 2007 – over double the $350 million spent in 2006 – and will exceed $2 billion in 2010. Currently, less than 2% of social network advertising is spent in the Hispanic market.
Most Hispanic newspaper publishers are cognizant that they have to expand their online offerings to attract readers and advertisers. Simply posting the same content that appears in the print edition is not sufficient to drive traffic to one’s website. The ability of the online platform to offer real-time updated content, as well as audio and video clips empowers the online publisher in ways previously unimaginable. However, it also places more responsibility on publishers to provide sophisticated new content delivery options that will entertain and attract new visitors, while satisfying advertiser demands.
Hewlett Packard is calling on Hispanic families to celebrate Three Kings Day by entering a sweepstakes on its newly-launched Spanish-language website, https://www.hp.com/united-states/ahora.
In an attempt to foster brand affinity among Hispanics, Perdue has launched a Spanish language website where users can exchange recipes and get tips on how to cook healthy meals with their products.
Hispanics Love Direct Mail Says New Vertis Study
Seeking to establish a foothold in the as-yet underdeveloped Hispanic consumer rewards market, L.A. based Puntismos has launched the first phase of a two step roll-out. As the company’s president Doug Lowell describes it, “Puntismos is a resource for all Spanish speakers. While we will initially be focusing on the U.S. market, we plan to expand into Mexico and beyond as things progress.”