Portada® asked Spier's Dialog Online Hispanic Advisory Council to answer questions regarding Hispanic readers' content preferences. Although council members reported that they do most of their reading in English, one member said that her local Spanish newspaper was very poorly written, as well as being a direct translation from English to Spanish.

When asked why Hispanics tend to buy magazines and newspapers at the newsstand rather than by subscription, council members answered that “a subscription indicates a certain amount of commitment to a publication.” Council members explained that they would subscribe to a magazine or newspaper only after they were certain that the content would continually be of interest to them. Two female council members subscribe to Prevention. Other publications of interest to council members included Newsweek, The New York Times, Arts & Crafts, Fortune, Forbes, Strategy & Business and American Photo.

Council members reported buying magazines at newsstands when a specific article attracted or interested them. Magazines that council members do not find interesting on a consistent basis are considered on a per-issue-basis. Examples of these magazines included Latina, The Source, People and Time.

…Hispanic readers' language and format preferences…

The Spier's Dialog Online Hispanic Advisory Council is made up of ten men and women ages 35-60 who represent a variety of sectors of public life (Education, Politics, Business & Finance, Arts & Culture). They live in the geographic markets with the heaviest Hispanic buying power, including California, New York, New Jersey, Texas, Washington, D.C., and Florida (Miami). Some are first generation Americans and some were born abroad. All of the council members are heavy book buyers – 50% report buying 25 or more books per year and 50% report buying 15 or more books per year. It is important to note that, with few exceptions, the council members do their reading in English. As one member, a native of Argentina, put it, “My position is, if it gets published here in the U.S., I read it in English.” Additionally, many council members do a significant amount of their reading online. The websites that they visit include cnn.com, abcnews.com, foxnews.com, nytimes.com. Only one council member reported reading Hispanic content online – HispanicOnline.com, HispanicBusiness.com, LatinoLeaders.com. Some council members also read blogs.

…and growth opportunities.

Council members highlighted a number of issues that they considered important to the Hispanic community, including parenting, religion and values, identity issues, employment, education, and healthcare (health and dieting in particular). Council members said that books and publications focusing on these issues are areas of great opportunity for publishers.


Portada Staff

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