The Latino Print Network's “The Strengths of Hispanic owned Publications Study” explains that that Hispanic publications experienced a growth of 732% in advertising revenue since figures were first released in the 1990s to 2004. By 2004, the number of Hispanic newspapers was 704 for a total circulation figure of 16,783,321.
Ad revenues clocked in at $923 million for newspapers, $288 million for magazines and $24 million for annuals, catalogs, journals, newsletters and yellow pages. Nearly 1700 publications, including newspapers, magazines and others, were being published by last year. Of these, 134 were officially audited. Hispanics owned 65% of the Hispanic publications and 9% of the mainstream newspapers as well as the mainstream magazines. The report found 29 main benefits were reported back, which were placed in the following groupings: community relationships, reader trust, family ties and financial viability.
National advertisers realize the benefits
In a section of the report Dolores Sanchez, publisher or Eastern Publications Group, says that she has noticed that even national advertisers realize the benefits of buying space in locally owned Hispanic publications. “The national agencies have an assurance that people will see their advertisement or respond to their advertisement. Because of where they see it, read it,” she thinks.
According to the report, in 1970 national advertisers spent less than one million dollars on ads in Hispanic Print. “The first group of corporate advertisers to start to pay attention to Hispanic Print was the beer industry in the late 1970s. The liquor industry was one of the next in the early 1980s. By the late 1980s we also saw the first advertising ventures into Hispanic Print from the cigarette, motion picture, soft drink, telecommunications and travel industries. Since then we've seen hundreds of national companies recognize the power of Hispanic Print.”