While revenues in the Hispanic magazine market continue to grow apace, the number of ad pages is climbing at a slower rate, and in some cases experiencing negative growth. As the chart below illustrates, there is no clear trend tying together ad-pages and positive revenue generation.
In the case of Latina, 2007 is averaging fewer ad-pages than 2006, but revenues are higher, indicating that they are either charging more per ad page, or that they are selling more copies.
Magazine | 2007* Dollars | 2006* Dollars | %CHG | 2007* Pages | 2006* Pages | %CHG |
LATINA | 2,472,478 | 2,206,164 | 12.1 | 61.54 | 65.83 | -6.5 |
PEOPLE EN ESPAÑOL | 3,104,619 | 2,655,539 | 16.9 | 56.01 | 53.47 | 4.8 |
NEXOS | 528,584 | 576,392 | -8.3 | 25.15 | 28.67 | -12.3 |
RD SELECCIONES | 1,509,050 | 1,311,660 | 15 | 39.14 | 37 | 5.8 |
Source: MPA-PIB Jan.-Feb 2007 vs. 2006
People en Español has posted respectable gains in both revenue -16.9% – and ad pages -4.8% – while Reader’s Digest Selecciones is trailing close behind with a 15% growth in revenue and 5.8% growth in ad pages. Selecciones made news in early March when it announced that it was going private: “There have been some name changes among some of the management, but operations remain fundamentally unchanged and we are genuinely excited at the prospect of growing the magazine in this new phase of its existence,” publisher Elizabeth Bradley told Portada.
American Airlines’ in-flight magazine Nexos is having a harder time, with revenues down 8.3% and ad pages down 12.3%.
Related Article: Measurement and Accountability Among Main Issues to be Discussed at Hispanic Magazine Summit (2006)
