Against all odds, Hispanic Print Ad revenues increase

Spanish-language media was the big exception in the Q2 2013 Kantar advertising expenditures figures, being the only media that substantially grew compared to the same period  of 2012. Interestingly the Kantar figures also included a 1.4% increase in Spanish-language newspaper advertising. Hispanic newspapers continue to distance themselves from the general market newspaper malaise, partly because of their distinct feature of community newspapers, a category that is also doing relatively well among general market newspapers. Below some comments of players in the media buying community about the current advertising scenario.

Circulation declines are not frequent at Hispanic newspapers (Read here about 4 Hispanic newspapers that  recently actually increased their circulation.) Most of these newspapers are available for free: In other words, their publishers need to clearly expect that an increase in advertising revenues will finance the circulation increase. Are advertising volumes currently increasing? This is what two members of the media buying community have to say.

Oury Tamboura, print strategist at Horizon Media in Los Angeles, where she buys print media (newspapers and magazines)  for brands including Crown Imports and Telemundo tells Portada that she has seen a pickup of ad dollars in general " especially for my entertainment and beer accounts." Tamboura adds that for Telemundo, we executed a print campaign La VozNinos in book with a social extension on twitter to incite readers to tune in on premiere week. The idea was to have an integrated campaign and extend our reach beyond the pages of the magazine."

Digital component increasing

As the example of Tamboura's Telemundo buy shows, adding a digital component to the traditional print buy is increasingly important. Trevor Hansen, CEO of EPMG360, tells Portada that his company recently did an integrated print and digital campaign for Wells Fargo: "Wells Fargo did an integrated campaign that included full-page full color print ads, and display and rich media digital ads. While the budgets and planning were separate the execution/creative messaging was all aligned." EPMG recently introduced a unit called EPMG Latino (also called Lionheart Digital) that aggregates traffic of more than 20 of the top Hispanic newspaper websites. Hansen notes that the network has a monthly traffic of between 1.5 and 2.2 million unique users (depending on the month), with 10% to 15% of them connecting to  the sites from a mobile device.

 

 

Join us at PORTADA Mexico!


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.


Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 


4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.