Within the small but growing print ad budgets of pharmaceutical companies targeting Hispanics, magazines are the vehicle of choice. According to HispanicMagazineMonitor, pharma advertising in magazines accounted for approximately US $12 million last year, less than a third of the money spent in the leading category (automotive). In 2003 pharma advertisers spent US $8.2 million on ads in magazines targeting Spanish-speaking audiences. Pharma advertising in newspapers did not top US $1.5 million in 2004, according to TNS Media Intelligence/CMR.
The pharma industry's predilection for magazines stems from the fact that pharmaceutical companies are national advertisers and most large Hispanic magazines, including those that are published as inserts in newspapers (e.g. Vista), have national distribution.
Additionally, some magazines (e.g. Prevention en español, Toda Mujer, Ser Padres, Mira, Diabetes Forecast en español, Segunda Juventud, Shape en español, Primeros 12 Meses) focus on issues – including health, fitness, women's issues, parenting – that are a good fit for pharma products.
Many pharma advertisers like Selecciones Reader's Digest's reader demographic, which skews older than most Hispanic magazines and therefore has a higher demand for healthcare products and services. Selecciones has double the pharma advertising revenues of its closest competitor People en español (the leading magazine in overall ad revenues) when it comes to Hispanic advertising.
Vista (circ. 1,000,000), a nationally distributed magazine inserted in dozens of general market and Spanish-language newspapers, also has a strong following among pharma advertisers (see “Are newspaper supplements targeting Hispanics effective advertising vehicles?” page 12, Portada® No. 10, July/August 2004).
Strong growth in DTC
Direct-to-consumer (DTC) prescription advertising is the largest subcategory within pharma advertising in Hispanic magazines. DTC accounted for 63% of all pharmaceutical print advertising targeting Hispanics (US $3.886 million) during the January-November 2004 period. More importantly, DTC is the only category that experienced substantial growth (a 70.4% increase compared to the same period last year). Non-prescription medicines (OTC products) accounted for US $2.277 million (down 2.3% compared to last year), followed by Vitamins/Supplements/Weight-loss (US $990,446, down 43.1%), Health Care Products (US $364,356, down 26%), and Eyeglasses/Contact Lenses (US $310,900, down 33%).
Pfizer spent more on Hispanic print advertising than any other pharma company during the January-November 2004 period, according to figures provided by HispanicMagazineMonitor. Pfizer spent slightly less than US $2.6 million, followed by Ortho-McNeil Pharmaceutical, which spent US $1.118 million, and Ortho Biotech Products, which spent US $0.872 million. Two Pfizer brands (Aricept and Viagra) were the top advertisers in Hispanic magazines (see box on page 15).
Pfizer's decision to cease ads for Celebrex will have almost no impact on Hispanic magazines. Celebrex advertising in magazines targeting Hispanics is very small. Celebrex was the 24th most advertised brand in the prescription medicine (DTC) advertising category, with close to US $10,000 in ad expenditures during the January-November 2004 period.
Pfizer is also the largest advertiser in Spanish-language newspapers. According to TNS Media Intelligence/CMR, Pfizer spent US $0.419 million on Spanish-language newspaper advertising, followed by Glaxosmithkline, Astrazeneca, Novartis and Merck & Co Inc.
Advertisers select Selecciones…
Prescription Medicines (DTC advertising)
Non- Prescription Medicines (OTC products)
People en español
Prevention en español
Shape en español
Note: January 2004-November 2004 period
…and Pfizer brands lead the pack.
% Share of total ad dollars
Procrit (Ortho Biotech)
Ortho Evra Contraceptive Patch (Ortho-McNeill)
Penlac(ciclopirox) Nail Lacquer (Dermik Laboratories)
Vicks Dayquil LiquiCaps
(Procter & Gamble)
Dulcolax (Boehringer Ingelheim)
Baby Orajel (Del Laboratories)
Ortho Tri-Cyclen Lo Oral Contraceptive (Ortho-McNeil Pharmaceuticals)
Note: Most of the statistics for this article were provided by HispanicMagazineMonitor (www.hispanicmagazinemonitor.com). HispanicMagazineMonitor is a service of MediaEconomicsGroup, a firm that provides competitive intelligence for the Hispanic advertising and media industry.