More than half of all FSIs Placed in Hispanic Newspapers are in English

Of the 1,983 National Preprints (FSIs) inserted in Hispanic newspapers between January 1 and October 15, 2007, 1001 (50.48%) were in English, according to Portada Ad-Tracking. Approximately 770 (38.68%) were in Spanish, while 215 (10.14%) were bilingual.

The high proportion of English-language FSIs is partly a reflection of the fact that many advertisers place their general market English-language preprints into Hispanic newspapers. While general market insertion campaigns can be in the tens of millions, Hispanic campaigns tend to be lower. Because of the lower run, advertisers are hesitant to cover the printing costs associated with printing a FSI that exclusively targets Hispanics.  

Response to Spanish and bilingual FSIs can be higher. However, FSIs generally communicate price points which are clearly understandable, regardless of the fact that the ad may use English or Spanish words.

Even so, many advertisers that have a broader approach towards the Hispanic market (e.g. Best Buy, Home Depot and Target) produce Spanish and Bilingual FSIs. For example, Home Depot has 10 different Spanish-language FSIs targeting Hispanics.


English prevails….

Language

English

Spanish

Bilingual

Total

Number of Insertions

1001

767

215

1983

Percentage

50.48%

38.68%

10.84%

 

Source: Portada Ad-Tracking


….and Sears is the most frequent Advertiser

Brands

English

Spanish

Bilingual

Total

SEARS

221

0

0

221

NEWS AMERICA

156

28

11

195

HOME DEPOT

41

147

0

188

PUBLIX

1

124

26

151

BEST BUY

62

81

0

143

VALASSIS

16

77

24

117

TARGET

113

0

0

113

PEPBOYS AUTO

9

66

0

75

WAL-MART

3

6

62

71

ASHLEY FURNITURE

68

0

0

68

OPTIMUM

0

24

23

47

KMART

20

25

0

45

ROOMS TO GO

17

24

0

41

LOWE`S

1

33

0

34

COMPUSA

30

0

0

30

MERVYN`S

28

1

0

29

CVS/PHRMA CY

8

0

20

28

COMCAST

0

27

0

27

O`REILLY

23

0

3

26


Source:
Portada Ad-Tracking, January 1 - October 15, 2007


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