Of the 1,983 National Preprints (FSIs) inserted in Hispanic newspapers between January 1 and October 15, 2007, 1001 (50.48%) were in English, according to Portada Ad-Tracking. 767 (38.68%) were in Spanish, while 215 (10.14%) were bilingual.
Number of Insertions
Source: Portada Ad-Tracking, January 1 – October 15, 2007
The high proportion of English-language FSIs is partly a reflection of the fact that many advertisers place their general market English-language preprints into Hispanic newspapers. While general market insertion campaigns can be in the tens of millions, Hispanic campaigns tend to be lower. Because of the lower run, advertisers are hesitant to cover the printing costs associated with printing a FSI that exclusively targets Hispanics.
Response to Spanish and bilingual FSIs can be higher. However, FSIs generally communicate price points which are clearly understandable, regardless of the fact that the ad may use English or Spanish words.
Even so, many advertisers that have a broader approach towards the Hispanic market (e.g. Best Buy, Home Depot and Target) produce Spanish and Bilingual FSIs. For example, Home Depot has 10 different Spanish-language FSIs targeting Hispanics.
For absolute dollar levels as well as 2007 FSI activity and year-over-year growth comparisons, call Annette Fielman at (516) 396-0179 or e-mail her email@example.com.
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