Market Intelligence: What You Need to Know About Hispanic Insert Media

Question: What is insert media?

Answer: Insert Media are marketing materials that are inserted into other communications, such as a catalogues, magazines, newspapers, packages or bills.

What are the main forms of insert media?

The newspaper Free standing Insert (FSI)  is without a doubt the most important type of insert media,  in both the general and the Hispanic market.  Portada estimates that the value of Hispanic FSI advertising lies between approximately $80 to $100 million a year. More than half of the FSIs inserted in Spanish-language newspapers are written in English.

FSI advertisers, often big box retailers,  tend to like home delivered publications, for two reasons: First, home delivery brings their ads directly to the person who makes purchasing decisions for the family, which often tends to be the mother. Second, FSIs  tend to fall from newspapers when they are picked up at a rack, minimizing their chances of being read. By guaranteeing the home delivery, the insert will remain in the newspaper. Just yesterday, Al Dia Dallas announced that it will expand its circulation on Wednesday’s and Saturday’s by 80,000. All this additional circulation will be home delivered to homes mostly based in North Dallas.

Q: Who are the largest Hispanic FSI advertisers?

A: Sears, News America and Home Depot, respectively, led the Hispanic FSI advertising market in 2007 by number of insertions.

Q: What about other forms of insert media?

A: Inserts in magazines, often tipped in or bound in are also frequent. So several advertisers place inserts that are tipped in or bound in into large Hispanic magazines like Casa y Hogar Magazine, which is a Spanish publication focusing on Home Ownership for Hispanics interested in achieving the American dream of owning their own home. The magazine is delivered in conjunction with leading Spanish newspapers.

Another popular form of insert media are inserts in envelopes distributed by consumer clubs, such as book clubs and DVD clubs.

Q: Which clubs are active in the Hispanic market?

A: "So-called continuity clubs that accept third party advertising in the form of inserts, or package insert programs, have not expanded much recently," says Arlene Rosen, president of ARA Media Solutions,  with the exception of Bottom Line's Spanish Book Buyer Packages.

Mosaico Book club has a Ride Along program that's been on the market for a few years with a large universe of over 3.6 million annually. The Hispanic community selects books of fiction, biography, children's, religion and cooking titles. The monthly Ride Along includes a catalog of Spanish books with special offers. Only one insert is accepted per mailing. Maximum size: 5 1/2 x 8 1/2.

Rodale, the company that publishes  Prevention Magazine, has a Spanish book Package insert program that's been on the market for a couple of years,” says Rosen.  Inserts are placed into their Spanish language books, including: The Sugar Solution, Alternative Cures, The Complete Beauty Bible, Flip the Switch and Abs Diet for Women. With a maximum size of 5 1/2 x 8 1/2, they can accept as many as 14 inserts per package.

According to Rosen, a number of insert media players have tested the Spanish book programs and continue to use these vehicles: “There are not a lot of new players. Spanish insert programs could use a shot in the arm from the top 25-50 general market advertisers that have made a commitment to Hispanic Media.” 

Q: Aren’t door hangers also a form of insert media?

A: Yes, there  are several companies that have expanded their door hanger programs in the last few years. Including ADS Media, which reaches about two million Hispanic households with advertising and sampling offers.

Q: How is the emergence of online media affecting insert media?

A: On one hand it brings pricing downwards as online advertising CPM’s  tend to be lower than insert media CPM’s, particularly when insert media is not part of a co-op program. On the other hand, online media can complement insert media very well and increase response rates. Yahoo recently announced the launch of the Yahoo! Circular Program in partnership with several hundreds of newspapers, enabling retailers to deliver personalized newspaper circulars directly to consumers across the Yahoo! network based on their interests. These online circulars complement the circulars advertised in newspapers in each of the local markets.

Related Articles:

April 1, 2005: Hispanic Insert Media Grows

August 1, 2005: Experts Talk about Hispanic Insert Media


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