September 1, 2007

Issue 27. Q3 2007

On the money: Hispanic business content picks up. U.S. Based Advertisers Buy Into Latin American Media. Who will win the 2010 Census Account? The Business

Tu Voto Tiene Swing [2-A]

With the 2008 Presidential campaigning in full swing and record amounts of money being raised and spent to get the word out, Portada takes a look at the frontrunners’ overtures to the nation’s Latinos.

The Offer

In its direct mail offer sent out in early April of this year, Gevalia Kaffe ran a promotion offering a free Gevalia coffeemaker to customers placing a single order of four ½ lb. packages of coffee @ $5.55-$7.45 each. The order is set to renew automatically every 6 weeks.

North East Market Profile

While the Northeast is not as well known for its Hispanic population as the Southeast or Southwest, it has a robust Latino marketplace nonetheless.

Tu Voto Tiene Swing

With the 2008 Presidential campaigning in full swing and record amounts of money being raised and spent to get the word out, Portada takes a look at the frontrunners’ overtures to the nation’s Latinos.

Arizona: Food City and Fry’s Lead the Pack

Retailers invested heavily in Arizona Hispanic newspapers (including La Voz de Phoenix, Bajo el Sol, Prensa Hispana and La Estrella de Tucson) and led the ranking of National Advertisers during 2006, according to Portada Ad-Tracking.

Ad-Categories: Beer Brands Lead the Pack over Wine & Spirits in Spending

Beer Brands spent almost twice as much as Liquor, Wines and Spirits in National ROP in Hispanic newspapers during 2006. Liquor, Wines & Spirits tend to be more oriented towards magazine advertising. Within the Liquor, Wines & Spirits category, Johnnie Walker leads, followed by Bacardi, Crown Royal, Chivas Regal, Tequila Jose Cuervo and Dewar’s.

Ad-Categories: Apparel

National ROP advertising in Hispanic publications was worth over twelve million dollars in 2006. The companies that advertised the most were Macy’s, Dillard’s and JC Penney.