U.S. Spanish-language newspapers and magazines will maintain their relevance because paper is not going to disappear, despite the impact of the recession and the growth of digital media, according to a report released Monday by Hispanic Market Weekly. In fact, recently released data from Scarborough Research indicates that, 50% of Hispanic adults read a print newspaper during an average week.

Executives of the main print media in Spanish told the publication that they are optimistic about the outlook for moderate growth in their sector this year, after the fall in circulation and advertising revenues in 2009.

Print media

To maintain their relevance to consumers, Spanish-language media have begun to incorporate their traditional content into online versions, both on the Internet as well as via mobile devices, with the idea that "content will continue to be key," HMW editor Cynthia Corzo says.

During the first nine months of 2010, ad revenues in the print media sector increased 6.4 percent compared to the same period in 2009.

Although the growth in ad income has been moderate, estimates are that the worst is over and the outlook for growth in 2011 is much better. Actually, the Hispanic print sector is already in the move. As we reported Taco Bell is launching a nationwide advertising campaign with an important print component. The fast-food chain is placing a Spanish version of the print ad in Hoy (Chicago), La Opinion (Los Angeles) and El Diario La Prensa (New York).

The key, according to the HMW report, in the magazine sector is to find new ways to make profits on digital media within the process of incorporating the different platforms.


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