New Publication Targeting English-dominant Latinos in Bakersfield (CA)

The Bakersfield Californian launched the magazine-style weekly Más in glossy paper. It will be home-delivered to 20,000 targeted Hispanic households, with another 5,000 copies available free in racks. Content will be mostly English, with one section in Spanglish.

An increasing number of publications is targeting English-language dominant Latinos. Tu Ciudad (Emmis Communications, circ. 110,000, bimonthly, english) was launched earlier this year. Mary Lou Fulton, the Californian's vice president for audience development, said that Más targets an underserved segment of the Hispanics who make up fully 42 percent of Kern County's population.

Jaime Gamboa, publisher of Tu Ciudad, tells Portada® that “there is a significant difference in media tastes between Spanish- and English-dominant Latinos. For one, English-dominant Latinos don't spend a lot of time watching novelas or other Spanish programming. Secondly, English-dominant Latinos have more emotional and intellectual investment in all things American because this is the country where they were born and raised. They are bicultural, balancing life as an American and a Latino”, says Jaime Gamboa, publisher of Tu Ciudad. “The media have virtually ignored that segment of the Latino population. In fact, there are many companies targeting Latinos in Spanish-language that neglect the bilingual-to-English-dominant market”, Gamboa adds.

NYP-Tempo (The New York Post, monthly, circ. 678,000, English), is another print media vehicle targeting English dominant latinos. Sami Haiman, NYP Tempo´s advertising manager says that “print becomes a very powerful medium when trying to reach consumers with higher household incomes because the more upwardly mobile a person becomes the higher his/her consumption of print.”`She adds that a recent study conducted by Horowitz Associates on media consumption habits amongst Hispanics indicates that bilingual/English-dominant Latinosconsume more varied media, much more print and have double the HHI than their Spanish-dominant counterparts.”