Ethnic Print Media Group, a division of Gemstone Communications Inc., announced a comprehensive national audit of over 70 Hispanic community newspapers, including Impacto USA (Media News Group, weekly, circ. 00,000). Ethnic Print Media Group is a national media representation firm which manages a network of 250 Hispanic community newspapers nationwide. The audit is being conducted by Circulation Verification Council (CVC), an independent auditing firm specializing in niche publications Trevor Hansen, Ethnic print media vicepresident tells Portada ® that the publications currently being audited include 25 newspapers across the country, from large metros to fastHispanicgrowth markets. Publications include: El Heraldo News (Texas), Rumbo (Texas), Dos Mundos (Missouri), La Conexión (North Carolina), El Bohemio (California) and Atlanta Latino (Georgia).
An audited circulation is one of the most important factors affecting an advertiser's decision to purchase ad space. Latino Newspaper Network, an ambitious advertising sales network formed a year ago by Spanish-language weeklies El Mensajero (San Francisco), Impacto USA (Los Angeles) and Enlace (San Diego), folded last summer due to advertisers' reluctance to buy print ads in non-audited publications. This is not uncommon. Of the 207 Hispanic publications who are members of the National Association of Hispanic Publications, 123 are not audited.
Ethnic Print Media's Hansen notes that “our aim is to deliver more national and regional advertising dollarsto our publishers.Ad Age, in their 2004 Hispanic FactPack reported that Hispanic Ad Agencies experienced a 16.6% growth rate in revenue in 2003, I believe with our new audits in place, readership and demographic data to support business case presentation for targeted newspaper media spend, our newspapers should experience the same growth model”,. He sees most growth potential in the following ad-categories: Automotive, Retail,Telecommunications, Insurance and Banking, Packaged Goods.