Advertisers use print media for Hispanic Heritage Month

National and regional advertisers, including ComEd, Peco Energy, Dodge, Chrysler, Jeep, Kodak, L’Oréal Paris, Akademiks and Gibson Guitars are using print media to deliver their messages during the upcoming Hispanic Heritage Month (Sept. 15 through Oct. 15).


Latina (Latina Media Ventures, circ. 400,000, bilingual) is organizing the Latina Magazine Nation Tour in a step towards establishing Latina Media Ventures as a multi-media company that sells advertising beyond the pages of its magazine across a wide array of platforms (including events and online media vehicles). Latina will join forces with partners such as MTV tr3s, Dodge, Chrysler, Jeep, Kodak, L’Oréal Paris, Akademiks, Gibson Guitars, and event producer Jack Morton Worldwide.

By embarking on a five-city tour (New York, Chicago, Los Angeles, Houston, Miami) during Hispanic Heritage month Each stop, in a different city each weekend, will be comprised of a three-day cultural festival, and will include live musical performances, fashion shows, beauty makeovers and family activities. The tour will feature live entertainment provided by MTV tr3s, the new multi-platform entertainment destination from MTV dedicated to Latino youth.


Commonwealth Edison (ComEd) and PECO energy companies are celebrating Hispanic culture by launching Hispanic Heritage Month campaigns dedicated to showing their appreciation for the Hispanic community. Hispanic Heritage Month starts September 15 and ends October 15. The ComEd and PECO campaigns, developed by Chicago-based San Jose Advertising, start the week of September 18 and will run for four weeks.

In Philadelphia, PECO is running a print advertisement campaign in El Hispano and El Sol newspapers. Theprint ad features a collage of Hispanic images and commemorates Hispanics for their advancement.

In the Chicago area, ComEd is running a TV vignette on Spanish television stations Univision and Telemundo. The vignette features images of Hispanic family life, friendship, and culture. In addition, ComEd started a campaign last May (Electronic Safety Mitigation Campaign) that included print media buys in Chicago (La Raza, Lawndale News, Hoy, Extra, El Día, and Reflejos and Philadelphia El Sol and El Hispano) markets.

ComEd and PECO also have Spanish language websites. ComEd launched a separate website for its CARE Program, which is available in Spanish, as well.

The Hispanic Heritage Month ads are meant to show that ComEd and PECO appreciate and are committed to the Hispanic community.

Heather Norgaard


Spanish-language Yellow Page publishers are entering the New York market to grab a piece of the Big Apple's Hispanic Yellow Pages pie. New York is the second largest Hispanic market in the United States, with over 4 million Spanish-speakers in New York City and surrounding areas. More than 30% of New York City residents are Hispanic.

Independent Yellow Page Publishers, who are not related to a telecommunications company and are trying to get a national footprint, recently bought New York Hispanic Yellow page properties and launched new books.

Enlace Spanish Yellow Pages acquired Las Super Páginas Amarillas, an independent New York City-area Spanish Yellow Pages directory. The New York City directory currently covers the five boroughs of Manhattan, Queens, Brooklyn, The Bronx, and Staten Island as well as parts of Long Island, Westchester, Rockland, New Jersey and Connecticut. With the acquisition comes an experienced and aggressive Manhattan-based sales force eager to lead the market with Enlace's resources.

Last month HYP Network, another independent publisher of Spanish language yellow pages directories in the United States, announced that it has launched its new Directorio en Español in New York City. “Launching Directorio en Español in NYC is an important step as HYP Network will have a presence in 9 of the top 10 markets based on their Hispanic population,” said Patrice Listfield, Chief Executive Officer of HYP Network LLP.

Ambassador Yellow Pages last year launched Nuestra Guía, a stand-alone Spanish directory in Manhattan. According to Ambassador, “Magazine + Resource Guide+Yellow Pages” is a unique medium through which to reach Hispanics in Manhattan. Additional Nuestra Guía directories will be published throughout the tristate area in 2006.

Verizon Superpages en español also publishes a directory in the New York market. The company is the largest publisher of Hispanic directories in the U.S. and also provides a Hispanic online shopping resource .


Given the fact that many of Las Vegas' Hispanic high-rollers hail from Mexico and other Latin American countries, there is some interest in targeting those people in their home-country newspapers. At the same time, some gaming properties that are being developed in Latin America may try to attract US-Hispanics by advertising in Hispanic newspapers in the USA.

In early July, the inaugural Hispanic Gaming Summit was held in Las Vegas, NV. One of the main objectives of the conference was to increase dialogue and improve marketing efforts to the US Hispanic market that shows increasing disposable income.

In terms of advertising and sponsorship, event organizer Charles Harrison said, “The conference is being featured in Newsweek en Español, (leading gaming industry on line daily newsletter), Casino Journal's subscribers in Latin America, Gaming & Wagering online newsletter.”

In addition, the summit also partnered with some other entities: “Some of the event's significant partners include Morongo Casino Resort & Spa in California, Arbitron, Corona, and we will have participation from the Las Vegas Hilton Hotel and casino, which is sponsoring the ESPN Domino Tournament,” adds Harrison.


U.S. Starcom, a provider of value-added telephone services has partnered with Public Square Books, publisher of Spanish-language graphic novels, to launch mini-bookstores within certain stores that already have relationships with Starcom. What will Stara with a limited number of openings at select venues will eventually grow into a nationwide presence, the companies hope. The mini-stores (or librerias), will sell graphic novels, kids' books and DVDs by Latino authors and artists. The venture will also have an online component (www.librosestrella.) that will offer a much wider comselection of merchandise to choose from. John DiDomenico, President of U.S. Starcom, said in a statement that U.S. Hispanics are set to spend $1 trillion this year in goods and services, and that the book market is a hitherto unexploited area.


Casa y Hogar, a Hispanic shelter magazine with a circulation of 918,000 announced that it is expanding its advertising team by retaining Focus Media & Marketing to represent the magazine in Michigan, Ohio, and Illinois. Filiberto Fernandez, Publisher and CEO of Casa y Hogar and Ken Stubblefield, President, Focus Media & Marketing, made the announcement jointly.

“We are targeting the big three in Detroit: General Motors, Ford and Chrysler. Focus Media has a superb team of people that have been calling on automotive brand managers for a long time,” Filiberto Fernandez tells Portada®. Fernandez adds that “they have built strong relationships with most brand managers and agencies in Detroit over the last 15 years. We are their first magazine in Spanish. Their goals are to call on general market agencies and on the automobile industry brand managers, not Hispanic shops. We are looking at other opportunities in a couple of specific industries.”

Casa y Hogar is a full-color glossy home magazine written for Hispanics living in the United States. The magazine is published in Spanish and is delivered by leading Spanish newspapers and in select venues nationwide. The magazine provides readers with the latest information on home finance, home remodeling, home design, home decoration and outdoor living and health.

Countrywide Home Mortgages, General Motors, Wal-Mart, Allstate Insurance, Direct TV, Unilever, Armstrong and Moen are among some of the magazine´s current advertisers.


DotConnect Media, a recently launched national advertising network with the capacity to provide direct-wired access to more than 1,550 newspaper online sites, will include websites of Hispanic publications.

“We have the capability of reaching the Hispanic market,” David Teitler, president of DotConnect Media, tells Portada®. “We have properties targeting that market, but we still have to get permission from newspapers to market them,” Teitler adds.

DotConnect Media hosts and sells advertising for websites of newspaper companies including Lee Enterprises and Journal Register. Both newspaper chains have Spanish-language newspapers that are sister publications to the English newspapers. Some of them are in small or midsize markets. For instance, the Journal Register's Morning Journal, in Lorain Ohio, publishes the weekly Latino Expresso.

DotConnect Media has offices in New York City and Albany, New York.

Online newspapers are often the most-visited internet sites in their trade areas — so they are attractive buys for major ad agencies, especially if they can have a “one-buy, one-invoice” purchasing method. Online ad sales of publicly traded U.S. newspaper companies amount to approximately 4.5% of total advertising sales or approximately $2 billion per year. Portada® estimates that Hispanic newspaper websites’ annual advertising sales amount to between $5-10 million (between 2% and 3% of total advertising sales of newspapers and between 5% and 10% of total Hispanic Internet sales).


Hearst's San Antonio Express News announced a partnership with Mexico's Grupo Reforma to launch a Spanish-language publication called Cancha. The new publication launched June 2nd has a strong emphasis on sports. The Hearst-Reforma deal is another example of Mexican publishers moving into the U.S. market (see “Mexican Advertisers and Publishers seek to Capitalize on U.S. Markets”, page 3, Portada® Nr. 21 June/July August 2006).

Content for the new publication is provided by the sports and entertainment section of Grupo Reforma's newspapers, based in Monterrey (Mexico). Cancha has a circulation of 25,000 and is distributed free of charge in areas of San Antonio that are heavily populated by Spanish-dominant Hispanics.

The Friday edition of Cancha previews the upcoming weekends sports events and the Monday's edition recaps the weekends' sports events.

Dino Chiecchi, editor of Hispanic publications at the San Antonio Express-News –which includes Conexión, the Express-News' weekly bilingual newspaper (circulation 50,000)–, oversees Cancha.

San Antonio's Express News’ move to publish a free 100% Spanish-language newspaper reflects the increasing interest of advertisers to target this growing audience.

Myrna Cortez, sales and Marketing Director of Conexión, tells Portada® that the amount of Spanish-speaking Hispanics is increasing in San Antonio, a city which traditionally has had English-dominant Hispanics. “Currently, there are more first generation Hispanics than third generation Hispanics moving into San Antonio,” says Cortez.

San Antonio Express News now publishes both a bilingual newspaper targeting third and second generation Hispanics (Conexión) and another Spanish-language publication targeting first generation Hispanics (Cancha).


Mexico's Editorial Notmusa, through its Miami based U.S. unit Maya Magazines, will introduce its men's magazine H in the U.S. Hispanic market. H covers issues relevant to men including, health, sex, nightlife and nutrition. Initially, the H magazine distributed in the U.S. will be the Mexican version but later on specific U.S. Hispanic content may be added, sources at Maya Magazine tell Portada®.

H has a circulation of 200,000 in Mexico and the US edition will have a circulation of 50,000. Notmusa/Maya (one of the largest Mexican magazine publishers) publishes TV Notas USA. TV Notas USA, has one of the largest newsstand sales among Hispanic magazines.


Magazine Publishers of America hosted 150 publishing and advertising professionals in Miami. The practical, highpowered, research-based conference was focused on the most vital questions facing the Hispanic magazine community today: How can publishers increase advertising dollars? How can Hispanic magazines maximize multi-platform revenues? In a speech on “Challenges and Opportunities for Hispanic Magazine PublishersElena Marroquin, VP of Strategy at Tapestry, a Chicago based multicultural advertising agency, stressed that Measurement and Accountability are crucial in order to increase Hispanic magazine advertising. In addition, she said that advertisers should allocate more dollars to test print advertising creative. “TV advertisers spent thousands of dollars to test their advertising, why don't they do that for print?” Marroquin also spoke about the value of TV-print media partnerships.


Newsweek has signed a deal with Argentina's Communication Grupo 3 S.A. and Mexico City-based News for America LLC to publish an Argentine edition of Newsweek en Español.

Newsweek en Español Argentina will include local and regional content, such as Argentine politics, culture, business, sports and science and will also be supplemented by international content from Newsweek en Español.

Newsweek en Español Argentina will produce about 10 pages of Argentina-exclusive content per week, which translates to about 20% of the magazine. The rest of the magazine–about 40 pages of editorial minus ad pages–will be shared with Newsweek en Español.

Advertisers include Honda, BGH, Air Madrid, Kawasaki, Casino Puerto Madero, VW, YPF, San Cristobal (Argentinean wine), Aeropuertos Argentina 2000 and Rolex.

Initial circulation is 10,000 copies, increasing to 15,000 in the first year.