As publishers try harder to cater to Hispanic readers and provide advertisers with a viable platform to reach them, many are choosing to leverage their existing general market publications. The New York Times (daily, circ. 1,133,763) is a prime example of this trend. “Our core product is of interest to the Hispanic community as it exists right now,” Janet Robinson, executive vice president and COO of The New York Times, said at a recent industry conference.
Some HFM (Hachette Filipacchi Media US) publications already have a large share of “ethnic” readers. Twenty-six percent of Elle readers (monthly, rate base 2004: 1,000,000) belong to an “ethnic minority” (a substantial part is Hispanic). HFM is strategizing on how best to “offer these audiences” to advertisers interested in reaching Hispanics and African-Americans.
Parade, a weekend supplement inserted in 350 newspapers with a total circ. of 36 million, also uses its core product to reach Hispanics. Robert J. Marold, VP/sales at Parade, tells Portada® that his publication offers advertisers market-targeted distribution in high-density Hispanic areas.
Using general market publications to target Spanish-speaking audiences is less risky, than launching full-fledged Hispanic products. According to research by Kirk Whisler, CEO of the Carlsbad, CA, based Latino Print Network, Hispanic ventures launched by general market newspaper companies are 56% more likely to fold, than ventures by Hispanic owned publications.