What do Big Box retailers want most from Hispanic Media? One dtop demand is home-delivered coupons. As Best Buy’s Senior Manager of Strategy and Analytics Marsha Lawrence said during Portada’s 2007 Annual Hispanic Digital and Print Media Conference, home-delivery is an important component of the electronic retailer’s Hispanic print evaluation process. “The advantage of home delivery is that advertisers know that their inserts are being delivered to targeted homes,” says Jose Cruz, client services manager of Metro Newspaper Advertising Services, Inc. a newspaper advertising placement firm. Particularly FSI (pre-print advertisers), like home-delivered publications. “The Hispanic FSI industry has more than quadrupled over the last ten years, according to media tracking agencies,” says Jackie Berg, Hispanic advertising manager at Valassis.
Let’s face it: Home-delivery is a distribution method that fits the demands of both consumers and advertisers in today’s Internet age: “As newspapers evolve from breaking news to analyzing news, and as readers continue to migrate from newspapers to online sources for their news, we feel that less and less people will walk or drive to a newsstand and pick up a newspaper,” says Bill Vincent, business manager of Dallas/Ft. Worth.
Another factor in favor of home-delivery, in today’s crowded and fragmented media landscape, is that readers have many good Spanish-language publications to choose from. In this competitive environment for newspapers, publishers try to get to readers faster and more completely by delivering to their homes. All the readers have to do is open the front door to get the paper.
“The model for Hispanic newspapers is predominately free, so free home delivery of newspapers, rather than having to pick it up in racks makes sense,” says Jose Cruz, client services manager of Metro Newspaper Advertising Services. Rudy Zaccagno, multicultural director of The New York Daily News, agrees: “Home delivery works better for reaching Spanish-dominant Hispanics, which is why we follow that model for Hora Hispana, our Spanish-language weekly.
En la Casa
Some of the Hispanic publications that employ Home-delivery are: Impacto USA (Los Angeles, Spanish-language weekly, circ. 250,000, Media News Group) in Los Angeles, La Estrella en Casa (Spanish Weekly, Circ. 100,000, Dallas/Ft. Worth, McClatchy), El Extra de Brownsville and McAllen, published by Freedom Communications, and Hoy Fin de Semana in Chicago (Spanish, circ. 280,000, Tribune) and Los Angeles (Spanish, circ. 300,000, Tribune).
In 2005, Gannett’s general market weekly Arizona Republic launched La Voz Fin de Semana; the product is a weekend publication, delivered to 60,000 homes in the Phoenix metro area, with a combined 85% Hispanic household penetration. Similarly, Los Angeles-based Eastern Group Publications (EGP) publishes 10 zoned papers with a weekly circulation of just over 100,000 and a combined reach of 500,000. The papers are CVC audited, fully-bilingual and are distributed door-to-door. The papers have a local community news focus, and offer advertisers a combined buy spanning all ten markets.
Home Delivery a Panacea?
Home delivery is not necessarily good for all Hispanics. “For instance, if you are targeting people who have immigrated from Mexico, they are used to the concept of home-delivered newspapers. For other countries within Latin America, home-delivery of newspapers is not allowed,” says La Estrella’s Bill Vincent. Another disadvantage, according to Vincent is that for the few recipients who do not want the publication delivered, it can present a nuisance.
What role does the density of the population play? “A very big role,” answers Vincent. “When a carrier can deliver to a geographic area that is densely populated, he/she can deliver to more homes in less time.” Another factor that has to be taken into account is the cost associated with home delivery. “Paper, printing and distribution costs amount to 50% of costs for a home-delivered publication,” says the New York Daily News’Rudy Zaccagno.
Dilemma 1: Post vs. Door Delivery
“We prefer door delivery, because we can control our delivery much better that way,” Vincent notes. “Although the post office is very helpful with enabling publications to create zones by postal routes, delivering to the door is something we can control with our own personnel. There can be substantial cost savings as well. The delivery control and cost savings make a compelling case for newspaper-controlled home delivery,” he adds.
Dilema 2: Day of Delivery
What day the publication is delivered is also an important aspect to consider. Advertisers tend to like weekend delivery. Jorge Ayala, publisher of Hoy New York, says that most FSI advertisers want weekend distribution, because their sales or specials usually break on Fridays and it gives shoppers the weekend to shop. Hoy New York reaches 250,000 households with 70%+ Hispanic penetration, and is currently being utilized by local supermarkets, retailers and national chains. “It’s successful without an editorial product in it, so I won’t change it,” Ayala notes. “It’s working fine.”
“In our market, the readers prefer a publication delivered on the weekends—either Friday or Saturday morning,” says La Estrella’s Bill Vincent. “So we like to deliver the paper to them during those days. That gives them sports and entertainment news on events happening Saturday and Sunday, plus the FSIs that help guide their shopping during the weekends.”
More Advertising Driven ß——————àMore Content Driven
TMC-Home Delivered Advertising/ Publication.
Home Delivered Publications
Newspaper bought at Newsstands or Delivered to Subscribers
Ultimate in print exposure for an individual advertiser. Very expensive.
Shared piece an advertiser shares with other advertisers
Shared piece an advertiser shares with other advertisers and with editorial content. The piece is delivered to the household’s door
Publication delivered to the home (mostly to the door, through private distribution services).
Distributed at public transportation sites.
Reader makes the decision to buy the publication, because they highly value its content.
Very targeted Advertising
Cheaper than Direct Mail
When readers/consumers at a high percentage in a
limited geographic area.
FSI advertisers, appreciate being able to target readers..
‘Guarantees’ attention during the time of the commute.
Advertisers can target highly engaged readers.