People en Español, Latina, Selecciones, TV y Novelas and Vanidades, the top 5 Hispanic magazines by ad revenues in 2005 according to HispanicMagazineMonitor, will increase their rate base by a combined 4.7% to $1.545 million. Editorial Televisa's Vanidades will see a rate base increase of 15%, followed by Selecciones (Readers Digest, 7%), and People en Español (Time Inc. 5.5%). Latina (Latina Media Ventures) and TV y Novelas (Editorial Televisa) are not increasing their rate base circulation.

Most of the top 5 Hispanic magazines per ad revenues will increase their CPM's (Cost Per Thousand measured by Open Rate Full Page 4 color) in 2006 (see chart below). Latina's CPM will increase by 5% to US $74.55, and People en Español's will rise by 4.3% from US$ 98.2 to US $102.5. The CPM of Vanidades will decrease by 7.2% to US $98.2.

STATISTICS FOR THE TOP FIVE HISPANIC MAGAZINES

Magazine

Circulation (Rate Base)

Price Full Page 4 color
(in US $)

CPM (in US$)

2005
Ad revenues (in US$ million)

2006

Y/Y (in %)

2006

Y/Y
(in %)

2006

Y/Y (in %)

People en español

475,000

5.5

48,700

10.1

102.5

4.3

38.651

Latina

400,000

0

29,820

5

74.55

5

27.088

Selecciones

375,000

7

34,700

10

92.5

2.7

14.811

TV y Novelas (US Hispanic)

150,000

0

12,650

0

84.3

0

10.852

Vanidades (US Hispanic)

145,000

16

$14,200

7.5

98

-7.2

10.126

Total

1,545,000

4.7

140,070

7.8

90.66

2.9

101.528

Source: Publishers, HispanicMagazineMonitor and Portada®

Author

Portada Staff

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