MPA Hispanic Summit: Publishers and Advertisers Tout the Virtues of Magazines

Eduardo Michelsen, CEO of Editorial Televisa, told the audience that magazines have the second highest penetration rate (41%) in the Hispanic market after TV (59%), followed by Radio (36%) and newspapers
(12.7%). He added that while the pass-along rate in the U.S. general market is 3.4, it is 6.7 in the Hispanic market.
Michelsen said Cosmopolitan en español has the same penetration in the Hispanic market as in the general market (18%). He acknowledged that the importance of Hispanic magazine readership is not reflected in
magazine advertising, which accounts for less than 3% of the Hispanic advertising market, and added that Latin American publishers in the U.S. Hispanic market need to learn how to migrate to an advertising
driven model.
Sonia Green, Director of Diversity Marketing and Sales-Hispanic Market at General Motors, said that Hispanic magazine readers are the most affluent of all media types in the Hispanic market, with an average per capita income of US $62,900. She noted that magazines excel at influencing purchasing behavior. General Motors is spending US $6.8 million in Hispanic magazine advertising this year. In Green’s opinion, value added programs (events, position of ads, etc.) are an important part of her buying decision. Fina di Salvo, U.S. Ethnic Communication Planning and Media Manager at P&G, agreed that Hispanic publications have a unique role to play in connecting to the Hispanic consumer.