National Advertising Propels Hispanic Magazines

Advertising in Hispanic magazines grew from US $17 to US $22.8 million during the first quarter of 2005. The 33.9% growth rate outpaced any other media vehicle during the first quarter of the year. Hispanic National TV grew by 5.6%, Hispanic Spot TV grew by 5.5%, and Hispanic newspapers grew by 2.4% from US $76.5 million to US $78.3 million.

The data provided by TNS Media Intelligence highlights the growth of magazines as vehicles for national advertisers interested in reaching Spanish-speaking audiences. Other ad-tracking services confirm the high growth rates. According to the HispanicMagazineMonitor, advertising in Hispanic magazines increased by 18.5% in 2004 compared to 2003.

According to Publishers Information Bureau (PIB), total magazine rate-card-reported advertising revenue for the month of May 2005 grew 12.4% compared to May 2004, closing at $2,222,534,235. Ad pages grew by 3.9% to 23,169.59, compared to 22,289.80 in May 2004. The growth of Hispanic magazine advertising must be put in the context of positive trends in general market magazines. According to figures provided by Publishers Information Bureau, during the January-May 2005 period ad revenues for U.S. magazines grew to US $8.8 billion, an increase of 9.7% compared to the same period of 2004.