Ah, New York, New York. La Gran Manzana. There’s no place like it, they say. This is particularly true when it comes to the Hispanic print market. New York City and the surrounding metropolitan area, which includes the other four boroughs and northern New Jersey, is quite distinct from other Hispanic markets across the country. For one thing, the ethnic make-up is completely different. Unlike other markets like Houston, San Antonio, and L.A. whose Hispanic populations are predominantly Mexican, New York’s make-up is overwhelmingly Puerto Rican and Dominican, although the Mexican population is expanding rapidly.
The distribution of the marketplace is also distinct. Whereas most of the Hispanic markets in the country are horizontal in nature – picture L.A.’s sprawling single family constructions – New York is decidedly vertical, with a much higher population density for distributors to contend with. For this reason, single-copy newsstand distribution is the preferred method in this market.
According to the latest Synovate report done this year, the median Household income of NY Hispanics is almost $39,000. Cumulative Hispanic buying power in NY is $78.4 Billion.
Hoy is a Spanish Language daily with a circulation of 60,000, single copy. It recently changed to a free publication. It is drop distributed at area newsstands and racks. It also has a weekend product called Hoy Fin de Semana, or Hoy Weekend. The paper’s features include local, national and international news, entertainment, sports and classifieds.
El Diario/La Prensa, published by Impremedia, is a Spanish-language daily with drop distribution at local newsstands and shops. Its cover price is between $0.50-$0.75, depending on whether it is the weekday or the weekend edition. It has a pass-along rate of five readers per copy, and a paid circulation of 57,550 readers.
The New York Daily News publishes two products for the New York Hispanic market. Hora Hispana is a Spanish-language paper audited by CAC as of September, 2005. The paper is delivered door-to-door in areas of high Hispanic concentration, such as northern Manhattan, Brooklyn, Queens, and the Bronx. However the additional 50,000 copies will be allotted to New Jersey's Hudson County, an area with a robust Latino community.The weekly paper arrives bagged and wrapped around all NYC supermarket, drug-store chains, and major retailers' circulars.
Whereas Hora Hispana is a stand-alone, Spanish-language product geared toward first and second-generation Hispanics, Viva New York is directed more towards acculturated Hispanics; it is a bilingual, biweekly publication inserted into the Daily News on Wednesdays. The paper has grown considerably in the last couple years. The recent move from being published on Sundays to Wednesdays was accompanied by a 300,000 copy jump in circulation, from 450,000 to 750,000.
Zaccagno describes Viva New York as a “Hip, vibrant, four-color magazine with a nice edge to it.” Unlike its Spanish-language counterpart, Viva NY is fully bilingual, with all of its articles appearing in both English and Spanish.
“The key word here is synergy,” explains Zaccagno. “The two magazines are complementary in that they both seek to reach the Hispanic community, but in reality they are two different audiences.”
New York Tempo is a bilingual Latino lifestyle and entertainment monthly that is published on the second Wednesday of every month. It is published by the New York Post and has a circulation of about 673,000. It has gross open rate is $47.76. Its advertisers include McDonald’s, Johnnie Walker, Absolut Vodka, Fidelis Healthcare, Coors Light, Cox Nissan, among others.
El Especialito has six free, weekly, Spanish-language editions serving Jackson Heights, Washington Heights, and The Bronx in New York, and Essex, Hudson, and Passaic Counties in New Jersey, each with a circulation of 25,000. It is distributed at bodegas, supermarkets, shopping centers, and newspaper machines.
El Aguila is a publication that serves Westchester County, just outside of NYC. It is a free bilingual publication with a circulation of 30,000. It is distributed through various drops at area hospitals, restaurants and bodegas.
El Aguila is interesting in that it takes a firm stance on who it permits to advertise in its pages. Most publishers, in both the Hispanic and general markets, are happy to let any company advertise whose check will clear. El Aguila, however is more particular. Publisher Miguel Blanco asserts, “We are different from most publications in that we don’t accept advertising from any alcohol or tobacco companies, unless they are promoting some sort of cessation program. This is out of respect for our readership. We feel a sense of duty to our community to provide more positive information.”
This commitment is not limited to the types of advertising El Aguila accepts. It is also reflected in the editorial it runs. Blanco notes that he sees his publication as a vehicle to deliver relevant and useful information to its readers. The paper’s core sections are devoted to health, education, real estate, business, immigration, and the law. “We feel that it is our responsibility to not only keep our readers aware of community news, but also of their rights as citizens of the community. We advise them on their legal rights in situations ranging from registering a business to being stopped by a police officer.”
Impacto Latin News is a weekly Spanish-language product with a circulation of 57,000. It has a cover price of $0.50. Its readership is predominantly Dominican. Advertisers include, Budweiser, Verizon, Domino’s, and Banco Popular. It was founded in 1967.
Not willing to be put out by Hispanic-specific publications, New York’s most famous, newspaper, The New York Times, also targets Hispanics. They sponsor events and community programs in the Hispanic community. The Times utilizes bi-lingual media outreach and promotions like newsstand signage in areas with a strong Hispanic population to reach out to the Hispanic market. Bilingual telemarketing through radio advertising and remotes with Spanish broadcasting systems are other tactics The New York Times uses.
In addition to these strategies, The New York Times also appeals to Hispanics through various programs at community libraries, cultural and civic events. One of the events The Times frequents is Job Market Networking Night, which is held at various locations in New York City, New Jersey, and Long Island. Through event sponsorship and promotions, The Times immerses itself in Hispanic culture.
The categories in The New York Times that advertisers are most interested in reaching Hispanics through are: financial, telecommunications, automotive, and advocacy. Interestingly, According to 2005 MRI research, only 7.6% of Times Weekday and 8.1% of Times Sunday readers are of Spanish or Hispanic descent. In addition, only 4.1% of New York Times web site users are Hispanic. Only about 8% read the Times and four percent use the web site.
It’s up to you, New York, New York…
As the country’s second-largest Hispanic market, there is no shortage of competition for Hispanic consumers in the New York metropolitan area. And as the Hispanic population swells, there will undoubtedly be more competition in this fast-paced, no-nonsense city.
As Rossana Rosado of El Diario sees it, “I just think that NYC is a particularly exciting marketplace because not only do you have the diversity, but you also have a very active youth market that lives in close proximity to its extended family, and it adds not only to the uniqueness, but also to the loyalty that people feel for the companies and brands that make their lives better.”
Total Population: 4.2 Million Households
Hispanic Population: 1.2 Mill.. Households.
Origin: 34% Purto Rican, 13% Dominican, 12% Ecuadorian,10% Colombian, 4% Cuban 9% Mexican, and 18% Other Hispanic ethnicity.
Hispanic Purchasing Power: $78.4 Billion
Note: Data for New York DMA
Source: Strategy Research Corporation, 2002 U.S. Hispanic Market Report.
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