Advertisers and publishers present at the Association of Hispanic Advertising Agencies' (AHAA) “Rompiendo Barreras” Annual Conference in New York last week agreed that in order to increase newspaper and magazine advertising's share in overall Hispanic advertising, there is a clear need for more industry-wide independent research, particularly in the area of readership studies.
Publishers and ad-sales representation companies told Portada® that rather than research about a particular publication or group of publications, there is a need to produce a nationwide independent study that researches metrics such as readership, readership preferences and the impact and effectiveness of print advertising.
They noted that quality independent research will be the only way to increase print advertising's share in the Hispanic market to levels that are closer to print's share in the general market (particularly in print advertising intensive categories like retail advertising).
The Association of Hispanic Advertising Agencies and Magazine Publishers of America (MPA) will soon announce a industrywide research effort to make the benefits of print advertising more understandable to national advertisers.
Interestingly, print media companies were very well represented, both as sponsors and in the number of participants at AHAA's conference. More than half of the sponsoring companies were either magazine or newspaper publishers. This level of participation is not matched by national print advertising's share, below 15%, in total Hispanic advertising.
AHAA's conference, which took place in New York, focused mostly on creative issues. Steve Jett, National Advertising Manager at Toyota, explained that Toyota, the leading car manufacturers among Hispanics, has increased Hispanic advertising by 95% during the last seven years. Conill advertising is Toyota's Hispanic AOR.
Graciela Eleta, VP & General Manager Multicultural at P&G, the largest advertiser in Hispanic magazine, said that one the main challenges she faces is to find the right creative talent.