Even as the sub-prime housing crisis became apparent in the summer of 2007, mortgage lenders boosted their ROP print advertising investment in the Hispanic market. According to Portada Ad-tracking, mortgage lenders virtually doubled their ad-investment.

     Mortgage Lenders’ Hispanic Newspaper ROP

2006

2007

% Change

 

 

 

$1,615,153

$2,864,452

77.30%

In 2007, the industry placed $2.86 million in Hispanic ROP, vs. just $1.6 million the previous year. Also notable was the extent to which Puerto Rico was targeted with such advertising. El Vocero de Puerto Rico’s mortgage lender advertising tripled year over year.

Miami’s El Nuevo Herald and LA’s La Opinion also attracted significant mortgage lender investment, as did El Nuevo Dia.

To subscribe to Portada’s Ad-Tracking system and stay abreast of industry trends, contact Annette Fielman at (631) 470-2253 or e-mail annette@portada-online.com

Related Articles: To Direct Mailers, Educating is the Name of the Game (Sept. 2006)

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