A study conducted by the market research company Synovate reveals that Hispanics trust magazine advertising more than any other type, and that approximately 85% of Hispanics read magazines.
According to Wayne Eadie, SVP for the Magazine Publishers of America (MPA), the fact that Hispanic magazines get only 4% of total media spending, as opposed to 17% for the general market, demonstrates that advertisers do not fully appreciate the trust that Hispanics place in magazines and their advertisements.
The study revealed that internet advertising trailed Television and print in terms of credibility, with 25% of the 901 Hispanics surveyed saying that they trust it. 38% of Hispanics said that they trusted television advertising, while 43% stated their trust in magazine advertising.
In an effort to publicize the findings and promote greater magazine advertising investment, nine companies with interests in Hispanic magazine publishing, including the MPA, Editorial Televisa, People en Español, Selecciones, Latina and others, embarked on a “road show,” stopping in New York City, Chicago, Coral Gables, Los Angeles, Torrance (CA), and San Antonio.