Hoy Fin de Semana in Chicago and Los Angeles, Eastern Group Publications in Los Angeles (10 publications), La Voz de Phoenix, El Extra de Brownsville and McAllen and Impacto USA (Long Beach, Los Angeles), all have something in common. All these publications are predominantly home delivered.
Do FSI advertisers like home-delivery? In theory, yes, since FSI Advertisers, often retailers, like to be present in Hispanic homes. Home delivery also guarantees that FSIs stay in the publication as opposed to rack distributed publications where they can fall out more easily. In practice, according to Portada Ad-Tracking, the answer is also a resounding yes.
The box below shows the total number of insertions for the top 6, Hispanic FSI Advertisers by number of Insertions during the January 1 – Oct. 15, 2008 period, according to Portada Ad-Tracking. The third column shows the number of insertions in the publications cited above, while the fourth column shows the proportion (%) of the latter insertions over the total number of insertions. That proportion is very high. FSI insertions are overrepresented in the 5 home delivered publications tracked. (It has to be taken into account that the circulation of the above cited home delivered publications is relatively small compared to the circulation of the more than 200 newspapers tracked by Portada Ad-Tracking).
Source: Portada Ad-Tracking, January 1 – October 15, 2007 (Excludes Local Advertising)New Launch
|
|
|
Total insertions in 5 predominantly Home Delivered Newspapers |
% of Total |
|
Brands |
Total |
|
|
|
SEARS |
221 |
22 |
9.95% |
|
NEWS AMERICA |
195 |
77 |
39.49% |
|
HOME DEPOT |
188 |
7 |
3.72% |
|
PUBLIX |
151 |
0 |
0.00% |
|
BEST BUY |
143 |
47 |
32.87% |
|
VALASSIS |
117 |
35 |
29.91% |
|
TARGET |
113 |
51 |
45.13% |
At least one home delivered publication was started last year with the clear goal of increasing the amount of FSI Advertising: Dallas/Ft Worth’s La Estrella En Casa (not included in the chart above). “It has led us to greater than double our FSI revenue, and clients are happy with it. Readership is very strong. Recent FSI gains have been with Circuit City, Carnival Stores, Target, Rooms To Go, among others, within our product En Casa”, William Vincent, Business Manager of the Dallas Ft. Worth home delivered weekly, tells Portada
Note: For more detailed information (including a larger list of Advertisers), absolute dollar figures, and year on year growth contact Sales & Marketing Director Annette Fielman at (516) 396-0179 or e-mail [email protected].
