2009 and 2010 were not easy years for Hispanic magazines to say the least. Some major names disappeared, e.g. Selecciones Readers Digest (in 2009) and more recently Disney en Familia, Mira! and Cafe Magazine. While magazine as print vehicles do face an uncertain future, they have better prospects as brands. Spanish-language magazines increased their ad revenues in revenues during the first nine months of 2010, according to TNS. Automotive Advertising recovered significantly, thanks mostly to GM (which jumped from $900,000 to $6.5 million in 2010), increased from $4.5 million in 2009 to $10.1 million in 2010, according to Media Economics Group.

What is going as analyzed by Portada’s Editorial Team:

Trend Nr. 1: Betting on Brands

A clear trend of most repositioning that recently has taken place is to emphasize not just online brand extensions, but also mobile, events and (Web) TV in some cases. E.g. look at Vista’s recent brand repositioning and Monday’s announcement by Maya Publishing Group.


Trend Nr. 2: Less Frequency, More Circulation

As the box below shows, there is a trend towards less frequency and higher circulation. Sometimes publishers have merged two magazines into one (e.g. Televisa did so by combining Hispanic Magazine and Poder into Poder Hispanic.)

Publisher

Magazine

2010 circ.

2011 estimated circ.

2011 Base Rate (full page 4c)

CPM 2011

Note

Maya Publishing Group

TVnotas

150,000

200,000

$8,200

41

Changes frequency from Weekly to biweekly (twice a month)

Récord, Fútbol al Máximo

50,000

75,000

$6,200

82,6

(former Record Semanario de Futbol) Frequency from twice/month to monthly

H para Hombres

75,000

75,000

$6,900

92

Monthly. Also publishes H Extremo (monthly, 75,000)

Meredith Hispanic Ventures

Ser Padres

700,000

700,000

$80,170

114,5

 

Siempre Mujer

500,000

500,000

$57,490

114,9

Monthly

Televisa Publishing and Digital

Vanidades

300,000

400,000

$29,500

73.75

Monthly.

 

TV y Novelas

200,000

270,000

$29,800

110,3

Monthly (was twice a month in 2010)

 

Cosmopolitan en Español

100,000

100,000

$11,000

110

Monthly

 

Poder

300,000

400,000

$29,500

73,75

Bi-monthly (6 times a year)

Time Inc.

People en Espanol

540,000

540,000

$70,350

130,2

Monthly. Spanish.

Disney/ GW Publishing

ESPN Deportes

65,000

65,000

$10,920

168

Monthly. Spanish.

Eclipse Marketing

Nexos

900,000

(depends on issue)

 900,000 

Quarterly. Circ. can vary.

Impremedia

Vista

900,000

900,000

$39,740

44,1

Brand Repositioning 6 times/year.
History.

AARP

Viva su Segunda Juventud

500,000

150,000,

$15,000

100

Quarterly. Spanish. Direct mailed and Newspaper insert.

Hispanic Business Media

Hispanic Business

240,000

240,000

$11,394

47,4

Monthly

Abasto

Abasto Magazine

30,000

30,000

$7,400

246

Bi-monthly

Kraft
HMR (Rep)

Kraft Foods’ Comida y Familia

585,000

585,000

 

 

Quarterly (4 times a year)

HMR (Rep)
Royal Prestige’s

Cocina al Máximo

150,000

150,000

 

 

Quarterly (4 times a year)


Trend Nr. 3: Changing Distribution: Back to the old Days?

Remember the heyday of magazines that were inserted in Hispanic newspapers? Kena, Sobre Ruedas, Fox Sports en Espanol, Hogar Latino, etc…. The circulation for each of these magazines was close to a million. Those were the boom times of Hispanic print. The printer bills and the carrier fees newspapers charge to carry these newspapers “killed” these mags. Some magazines (e.g. Vista, Nexos and Futbol Mundial) still use newspaper carriers. However, there appears to be a trend back to old fashioned circulation building through newsstand/subscriptions and controlled circ. (e.g. direct mailed to a specific audience or conference distribution). Interestingly, general market insert magazines such as USA Weekend (Gannett) are increasingly being inserted into Hispanic newspapers. (so-called carrier newspapers)?


Trend 4: Increasing Importance of Custom Publishing- Content Marketing

Publishers are also helping corporations to expand their brands and connect with Hispanic consumers through custom publishing/content marketing projects. Examples here are Que Rica Vida (General Mills) and DirecTV Mas (which has a circulation of 1 million). Other custom pubs include Royal Prestige’s Cocina al Maximo and Kraft’s Comida y Familia.

Trend 5: Focus on the Latina Woman

Connecting with the Latina woman is  very high on the “to do list” of most CMO’s in Corporate America. Magazines and their brand extensions are making efforts to provide advertisers efficient vehicles. Maya Publishing Group’s new Nueva Latina site and Impremedia’s Vista recent repurposing are examples of these trends.

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