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What Advertisers Want from Print [2-A]

Media buyers from Johnnie Walker, Mc Donald’s, General Motors and P&G present at MPA’s Hispanic Magazine Summit noted what type of magazines and what offerings they would like to see more of.


Diageo/Johnnie Walker (Manny Gonzalez, Brand Director Scotch, Diageo, North America)
-Newspapers and magazines that target affluent Latinos
-Regional magazines (e.g. Ocean Drive en español and Tu Ciudad).

McDonald's (Rick Marroquin)
-More publications targeting Spanish-dominant Hispanics
-More publications targeting 18-24 year old males (particularly sports/entertainment content)
-More culturally relevant messages

General Motors: (Sonia Green, Director of Diversity Marketing and Sales-Hispanic Market at General Motors)
-Publications providing value added services (e.g. events and product placement opportunities).

Procter & Gamble (Fina di Salvo, U.S. Ethnic Communication Planning and Media Manager):
-With the acquisition of Gillette, publications targeting men will become more important in P&G's advertising mix.

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