Approximately 350 publishing, advertising and content professionals took part last week in the National Association of Hispanic Publications 22nd National Convention & Expo in Scottsdale (Arizona). These were the most important points:
- Tough First Quarter: Many publishers noted that the first quarter of the year was challenging, particularly the months of January and February. However, a substantial pick up in business was noticeable during March and April.
- Hispanic Community Newspapers fill a void for Readers and Advertisers. The majority of Hispanic publications present at the NAHP fill a void in their communities and neighborhoods. They satisfy the demand for community news and local content.
- The importance of the Internet and of mobile content: Publishers and advertisers realized the importance of moving content online. In a panel about how to write for an online audience. Martin Holguin, general manager of Expreso de Sonora, noted that online content has to be prepared in a different way than content for print media. It has to be fresher, funnier and shorter, Holguin added. Several providers of mobile technology services talked to publishers about the use of text messaging technology to promote circulation and increase advertising sponsorships.