Newspaper representation firm Ethnic Print Media Group and market research firm International Demographics, Inc., publishers of The Media Audit, announced the completion of the first annual Hispanic Newspaper Report. This first annual report is a twelve-month study of Hispanic consumer trends, and the readership of Hispanic newspapers. Through phone surveys with readers from a mix of 7 of the top Hispanic newspapers in key geographic markets, researchers evaluated demographics and spending patterns on more than 500 consumer buying points. A few of the publications included in this proprietary study include: La Opinion (Los Angeles), El Diario la Prensa (New York), and La Voz del Pueblo (Phoenix).
Additionally, Ethnic Print Media Group announced that they, together with CVC (Circulation Verification Council), have officially completed the first ever comprehensive national auditing of Hispanic community newspapers in the United States. A national readership study was conducted, covering over 65 Hispanic-owned newspapers from over 16 states. More than 13,000 telephone interviews were performed, producing a wealth of information about not only the demographics of the readers (age, income, gender, etc), but also strong qualitative measurement of future purchasing plans, and interest levels in target categories including: insurance, healthcare, wireless phone services and others. Hard to reach through traditional media
According to Tim Bingaman, President of the CVC (Circulation Verification Council), "The CVC circulation audit and readership study proves that the Hispanic market is much harder to reach through traditional media than previously thought. With only 14% of readers subscribing to daily newspapers, and over 64% responding, the local Hispanic newspaper is their only or primary news source. These niche publications deliver an audience unmatched by traditional media."
Portada ® conducted a Q&A about the new research with Trevor Hansen, Vice President of Ethnic Print Media Group.
Q: Is the Newspaper report different from the Newspaper study?
A: “Different but similar – a bit ambiguous in the way it was presented. In the last year Ethnic Print Media Group has actually orchestrate two major readership studies. Both encompass research on the readership of Hispanic newspapers from demographic and qualitative perspectives. One study was conducted through the CVC Auditing process and the other through The Media Audit. Individually the studies provide an unprecedented view of Hispanic newspaper readership; combined they truly cover almost ever qualitative and demographic profile down to granular level – meaning from general reader data to retailer specific usage/indexing we've got it covered.”
Q: What are the main conclusions of the studies?
A: “For the readership study conducted in coordination with the CVC audit program, a total survey base of 13,111 respondents a few details of the report emerged: 44% of the readership fall within a key marketing segment of adults 25-44, one-quarter of the readership achieves household incomes between $75,000 and $100,000 per year. As far as purchasing behaviors – noting this prime age and income composition over 65% are planning vacation travel and over 45% are planning home furnishing purchases. As far as media consumption and advertising implications 50% of our readership cite their local Hispanic newspaper as being their primary vehicle for local community news information, over 77% frequently purchase products or services from ads seen in our newspapers.”
Q: Can you say which newspapers participated in the study (CVC audit program)?
A: Here is a large sample:
ORGANIZATION / PAPER CITY ST
PRENSA HISPANA PHOENIX AZ
IMPACTO USA LONG BEACH CA
EL LATINO SAN DIEGO CA
EL BOHEMIO NEWS SAN FRANCISCO CA
LA VOZ HISPANA NEW HAVEN CT
ATLANTA LATINO NORCROSS GA
REFLEJOS BILINGUAL JOURNAL ARLINGTON HEIGHTS IL
LA SEMANA BOSTON MA
DOS MUNDOS KANSAS CITY MO
QUE PASA -CHARLOTTE CHARLOTTE NC
LA CONEXION RALEIGH NC
EL EXTRA DALLAS TX
EL DIARIO EL PASO TX
DIARIO LA ESTRELLA FT WORTH TX
LA INFORMACION HOUSTON TX
Q: What does the study particularly say about retailers and the impact of newspaper advertising?
A: Within our 7 newspaper (Media Audit) study there are definite correlations between brand preferences and retailer preferences in respect to historical advertising efforts. What we are very excited about is to be able to track the brand/retailer preferences of our readership in conjunction with our new competitive reporting program – in essence evaluating spend to market share.
The study does offer strong data that shows that Hispanic newspapers offer astrong unduplicated reach into the Hispanic market
Q: Which are the 7 additional newspapers that will be added in next years report (Media Audit)?
A: Still to be determined and confirmed but we will be adding coverage in San Diego, Dallas/Ft. Worth, Houston.