A look at content offerings for the Holiday in Hispanic newspapers and the Advertisers who supported it. Houston, San Antonio, Chicago and New York market.
The Content and the Advertising
Annual Cinco de Mayo Supplement. Grass roots marketing at events
Allvoi, Midwest Bank, Dish Latino, Pepsi Ameritas, State Farm, Comcast, Us Cellular and local Advertisers
Within regular publication. Heritage based and coverage of events
Wal-Mart, ABC 13 Houston
La Voz de Houston (La Voz de Houston.com)
Community and Entertainment Calendars, Food Recipes, Food Page, History
Houston, San Antonio, Austin
Shopper (100% Advertising)
Kohl’s, Fiesta Market local retailers and restaurants.
El Dia and La Subasta
Editorial material on the events
Partaking in the larger celebrations by attending with promotional booths.
Conexión–San Antonio Express News
Within regular publication.
3 retailers, one national automotive dealer, General Electric and 7 inserts (FSI’s).
New York City, New Jersey
Steve Vicenteno, Sales Manager at Hoy Chicago(Tribune), tells Portada, “that in print we have our annual Cinco de Mayo supplement with all the information about the weekend celebrations in the Chicagoland area as well as the History of Cinco de Mayo at the Batalla de Puebla. The section was filled with advertising from clients like Midwest Bank, Dish Latino, Pepsi Americas, State Farm, Comcast and US Cellular plus other local advertisers. In terms of being part of a local event, we partnered up with The Cinco de Mayo Cicero Festival (May 1st to the 3rd – with an expected attendance of 100,000 people and 24 regional Mexican bands on stage.”
“We tied the event to the special section and offered advertising/event packages for our clients, such as in the case of Allvoi a Voice over the Internet company that choose Hoy and the 5 de Mayo festival to launch their "internetless" cellular phone VoIP service to Latin America.”
According to a recently released CAC Audit, for the six-month reporting period ended March 29, 2009, Hoy Chicago reported a 28 percent combined increase in the total average circulation of Hoy: Monday through Thursday increased to 63,600 copies per day, 102,200 copies on Friday and 305,400 on Hoy Fin de Semana (weekend edition). First quarter revenues of Hoy Chicago were up by 20 percent compared to the same period in 2008.
Bill Vincent, general manager of Rumbo Houston (Impremedia), tells Portada that his newspaper does not have special programs for the 5 de mayo holiday. “We did provide some minor content concerning Mexican History (the history of Mariachis, some recipes, like posole. All of them were heritage based. There are very few community events this year, we did provide coverage for those events on page 2 of Rumbo. They were a party hosted by the Comite Patriotico Mexicano, a parade hosted by LULAC, and a 5 km and 1 km‘fun run”.
Advertisers in the editorial coverage included WalMart, ABC 13 Houston who provided promotion rates in celebration of our May 1 edition of 5 de Mayo”
Vincent adds that, “it is important to keep in mind that we have provided extensive coverage on the swine flu and how the Hispanic community in Houston can protect itself against the flu.”
Loida Casares Ruiz Sales Manager La Voz and lavozdehouston.com (The Houston Chronicle, Hearst) tells Portada that “since we are a weekly publication, last Wednesday was really our 5 de mayo publication.” Aurora Losada, Editor of Spanish-language publications at The Houston Chronicle, adds that La Voz de Houston offered a “a community calendar with family events around the Cinco de Mayo celebration in Houston. An Entertainment calendar with special information about concerts and art events around the Cinco de Mayo. A special Food page proposing home recipes that go beyond the typical Cinco de Mayo stuff. Finally, a feature on how the Cinco de Mayo celebration as we know it in the US originated in Goliad, Texas.”
Sergio Boudini, publisher of El Dia, the only daily Spanish-language newspapers in the Houston area tells Portada that both of his publications, La Subasta and El Dia are running editorial material on the events surrounding the Cinco de Mayo holiday. Here in Houston there are several cultural and popular celebrations which people attend every year. We are also partaking in the larger celebrations by attending with promotional booths.
Buena Suerte , a publication present in the Houston, San Antonio and Austin markets is a shopper that is 100% Advertising oriented without any editorial content has advertising this week by Kohl’s, Fiesta Market and a whole array of retailers and restaurants.
Rebecca Chavez Becker, Sales Director, Hispanic Publications at San Antonio Express News (Hearst) tells Portada that advertisers that supported the 5 de Mayo issue of Conexion included 3 retailers, one national automotive dealer, General Electric and 7 inserts (FSI’s).
New York, New Jersey
El Especial (Ibarria Publishing Group), in New York City and New Jersey, published a pull out supplement supported by local and national advertisers.