Publishers of Hispanic owned publications, general market publishers and media buyers gathered last week at the 2006 Chicago Advertising Summit & Market Tour. The event was organized by the National Association of Hispanic Publications (NAHP).
Media buyers and planners speak out
Carl Kravetz, chairman of the Hispanic Association of Advertising Agencies (AHAA) noted that the “degree of separation between Hispanic print media properties and media buyers and planners at large agencies is very wide." Kravetz stressed that as an agency executive he values the quality of contacts with sellers of advertising (research, data, etc…) as opposed to the quantity of the contacts (number of calls he gets from the same media property).
Trevor Hansen, VP of Ethnic Print Media Group, advised publishers to listen more to media buyers. He also recommended thatthe Hispanic publishing industry to invest more in research.
Bob Shamberg, chairman and chief executive of Newspaper Services of America, a print media planning and buying agency, stressed that home delivery of newspapers and the ability to zone determine if a print media property is going to be included in his campaigns. In terms of day of distribution, he added that weekends are the preferrededitions for advertisers (particularly for retail advertisers who advertise through FSI's): "Hispanic publications are an incredibly effective tool in reaching your target consumer," Shamberg said. He added that there's been huge improvement in the quality of Spanish-language information and a better understanding in recent years of Hispanic consumers and how they use media. But long-held perceptions that radio and TV — or, now, the Internet — are the best way to reach them are slow to change. Shamberg cited survey data that found that “Newspapers are the medium most frequently used by Hispanics to check advertising information, according to the Newspaper Association of America poll, singled out by 56 percent compared to 14 percent for direct mail, 11 percent for the Internet and 8 percent TV.”
Alejandro Sanchez, a media strategist for the San Jose Group ad agency, said cultural reasons explain why Hispanics, or Latinos, read newspapers more than other groups. "They trust the paper," he said. "They can see it on TV, they can see it online, but . . . the paper has that sense of ultimate authority." The trend of low newspaper readership among Americans age 18 to 34 also does not apply as much to Hispanic consumers, he said. "Our time is a little different from other cultures," Sanchez said. "We take time to do these things. We like to sit down and read the papers because 'That's what my dad did.'"
During a panel about “Grassroots Marketing in Print Media,” Robert Baird, publisher of Latina Style, stressed the importance having an “unfiltered communication with the audience” through the organization of events. He noted that independently owned publications have very strong relationships with their communities. Latina Style has a database of 127,000 people who have responded to its offers. Communications with these respondents is very important to draw an audience to Latina Style events. These events celebrate the Latina business woman. Bard added that print media can convey a grassroots message very well.
The expansion of the Hispanic Internet
During a panel about “Creating Alliances: Hispanic Publications with Hispanic Electronic Media and New Media,” participants Zeke Montes of Teleguia de Chicago, Bill Gato of Hispanic Digital Network and Andres Lopez of 7 Dias (Tampa) and La Guia emphasized the importance of developing the right Internet strategy. Bill Gato noted that the Internet space is evolving toward user generated content as the success of websites like MySpace.com and Youtube.com shows. He also noted that HDN has been able to sell advertising of Spanish-language newspapers websites to national advertisers such as HBO, Guardian and Verizon.