April 1, 2007

Portada25

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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Los Kitos Signs Representation Deal with United Media [2-A]

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.

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Dolores de crecimiento: La promesa y los peligros de la editorial transfronteriza

Cuando se lanza una revista a nivel internacional, hay muchos factores a considerar en la predicción de cómo se desenvolverá. La competencia, la demanda del mercado y los retos de la distribución, son sólo algunas de las preocupaciones que un editor debe hacer frente. Cada vez más, la presencia en los medios digitales es casi tan importante como la presencia de impresión, lo que representa un nuevo conjunto de problemas para evaluar y manejar.

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Growing Pains: The Promise and Pitfalls of Cross-border Publishing

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.

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Making it Stick with Front Cover Sticker Ads

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.

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Parenting Magazines: Advertisers want more than just pages

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.

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Can good research increase Hispanic ad budgets? [2-A]

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.

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Hispanic Social Networking Sites Take Off

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.

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The Next Level: Hispanic Newspaper Websites Establish Themselves Online

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.

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