Week in Review

  • Shape en español closes. American Media closed Shape en español, a Spanish-language magazine launched in September 2005. The monthly magazine (circ. 100,000) targeted young Latina women. Mira! (biweekly, circ. 120,000, Spanish) is now the only magazine targeting Hispanics published by American Media. Mira!, a tabloid about celebrities, is predominantly sold at retail locations and targets Spanish-dominant.
  • A new publication launched last week for Spanish-speaking residents in Northwest Arkansas. Noticias Libres is a two section, Spanish-language newspaper covering news, sports and entertainment. The paper will run each Thursday and will be published by Arkansas Democrat-Gazette Inc. "There is a big population of Hispanics here, and there is a need to inform them of what's going on in the community," said Pablo Bello, Managing Editor of the publication. New editions of the publication will be available each Thursday at 220 locations in Benton and Washington counties as well as Huntsville.
  • Hoy, the Spanish-language newspaper, with daily editions in New York, Los Angeles and Chicago, named Gerald "Jerry" Symon as General Sales Manager for Hoy Los Angeles, effective immediately. Symon, an award winning and highly successful advertising executive in the Los Angeles area with extensive experience in the Hispanic market, will be responsible for leading the overall efforts of the Hoy Los Angeles sales team. This will include the development of new business and revenue streams, along with the planning and implementation of long-term strategic growth plans for Los Angeles. Symon most recently was Vice President of Business Development for Alternative and Innovative Marketing, LLC (AIM), a marketing and promotional firm that for the last two years has won the Gold Reggie Award for Multicultural/Ethnic Promotion of the year from the Promotional Marketing Association (PMA).
  • El Nuevo Día Orlando revealed a market research study conducted by the newspaper research company Clark, Martire and Bartolomeo. The study, which was conducted in January and February of 2006, provides insight into the Spanish-dominant and bilingual Orlando Hispanic Community, regarding usage of media, and consumption of goods and services. The study indicates that 67% of target Hispanics in Orlando prefer to communicate in Spanish and consume nearly twice as much media in Spanish than English. Mean hours for Spanish media consumption are 10.6 for TV, 6.7 in radio and 2.1 in the Internet, vs. 7.9 hours in TV, 3.1 in radio and 2.4 in the Internet for English media consumption.

The study also revealed that local news and health-related news are the most important for the community, closely followed by news about Hispanics and news from Latin America or their home countries. Interest in employment and the economy was noted by only 6 out of 10 polled; 54% expressed interest in sports and 48% in Fashion and Beauty. These last two categories typically split along gender lines.

Among those polled, 9 in 10 said they relied on television and print as their main source of local Hispanic news. El Nuevo Día Orlando was mentioned as the leading source of local Hispanic news by 23% of those polled followed by Univision 14%, Telemundo 11%, La Prensa 9%, Orlando Sentinel 6% El Sentinel 5%, 3% Radio, and 2% Internet. The study is based on 505 interviews with Hispanic adults in Orange and Osceola Counties. Interviews were conducted on a random digit-dialing basis among households with Hispanic surnames that were bilingual or preferred to communicate in Spanish.

  • Banta Corporation announced a strategic alliance with Geoscape International to enable direct marketers to more effectively reach the Hispanic market. Banta's direct marketing customers will benefit from Geoscape's DirecTarget® approach, which identifies specific types of multicultural consumers—individuals, households and businesses, with specific expertise in reaching Hispanic audiences. DirecTarget also allows companies to refine their own databases to more accurately meet specific marketing and sales objectives. “This is suited for all companies that use direct mail to acquire new customers, build store traffic or increase sales from existing Hispanic customers. In particular, companies that have products tailored to meet the needs of Hispanics in different acculturation levels.
    Examples include insurance companies or financial institutions.”

    Gustavo Gruber, Business Development Manager of Banta's Direct Marketing Group told Portada®. Regarding the marketing process that companies will use the Geoscape database, Gruber noted that “There are two main areas: They are acquisition and back-end communications.On the acquisition side, companies will be able to identify Hispanics more effectively by using a wide range of selections that includes things like level of acculturation, language usage, country of origin and other important demographic and psychographic information. This will allow these companies to create offers, messages and creative that are not only in-language / in-culture but also relevant to the person as an individual and not a segment. This will help increase response, reduce cost and increase ROI. On the back-end, companies will be able to identify Hispanics that they did not know they had in their database, append information as described above and combine it with their RFM data to increase response of their efforts and even create new products more fit to specific groups of Hispanics.”
    Will response rates increase as a result of using the new technology? According to Gruber, “response rates vary; however it is common for companies to report double or more the response using Geoscape's lists. In addition, Banta can customize any printed piece to reflect changes in copy and creative according to acculturation levels and language of preference. The result is even higher response from more one-to-one relevant communications designed for the individual as opposed to the market-segment.”