The first half of 2007 was difficult for Hispanic newspapers, as for general market print media. A sizable amount of print media advertising went into digital media. During the summer months the situation improved. “After a 5-7% decrease during the first half of 2007, national advertising has recovered during the second half of the year,” says Fanny Miller, publisher of San Diego’s Spanish-language weekly El Latino.
According to William Vincent, Business Manager at Dallas/Ft. Worth weekly La Estrella (Spanish-language, McClatchy), “Several financial institutions, notably Bank of America, have increased their programs with us recently. In addition, we have experienced excellent success recently in the energy sector. Chesapeake Energy has begun an aggressive campaign to both the general market and the Hispanic market in our area, and we have been able to offer them a program they found favorable.” Gilbert Bailon, publisher of Al Dia – Texas (Belo, Spanish, daily), says that his newspaper recently gained the accounts of Chase, Sauza and Absolut.
Alejandro Aguilar, deputy editor and publisher, Diario Las Americas in Miami (Independently owned, Miami) notes that his company recently picked up national advertisers: Blue Cross/ Blue Shield, Lowe’s, Staples and Washington Mutual