Newspapers Poised for Political Advertising

Print media, including newspapers, magazines and direct mail has traditionally played an important part in promoting political campaigns. For 2008, print will play an important role, but Hispanic newspaper properties will also offer advertisers their online media properties.

“We’re getting many inquiries into email marketing – reaching our online subscriber database with an email blast,” said Loida Casares Ruiz, national sales manager of Hispanic Publications at The Houston Chronicle. We’re also fielding questions for smaller campaigns on the community pages. In the last couple of weeks we have been doing some never-before online coverage of the Nov. 6, 2007 election online and we have been letting all our advertisers know about it. We foresee a lot of political advertising in ’08 too and we will offer them the up-sell program to online.”

Valerie Bender, publisher of Vida en el Valle, the bilingual weekly’s publication which publishes 5 editions in Fresno, Merced County, Modesto, Stockton and Sacramento with a total circ. of 174,000, expects an increase in political advertising in 2008. Vida en el Valle currently is sending out promotional materials to agencies. The McClatchy-owned newspaper also has the ability to do direct mail campaigns for political candidates or political fundraising.

Big Events Shake the Advertising Category Mix

The 2008 presidential election and the primaries before it will significantly increase Hispanic political advertising spend next year. Luis Cabrera, managing director of Advertising Agency Bravo Uno-a-Uno, notes that the category distribution for next year might be shaken a little bit by this “political” category. “Big events like this usually carry out larger investments. For example, in 2006 the World Cup played a crucial role in determining which categories were most promoted; last year we saw an increment in the Home and Consumer Electronics categories because of this. Smart marketers and advertisers understand that there’s a time and a place to promote specific products and they usually take advantage of this type of events to make a relevant offering.”