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With no less than seven Latin American teams, including Mexico,  qualifying for the second round of the World Cup in Brazil and, let’s not forget also Team USA, World Cup Marketing and Advertising Opportunities are still being sold.

Univision’s Juan Carlos Rodriguez recently told us that the current World Cup is the most successful ad-event in the history of Univision. Brands such as Hiunday and Dish, are advertising in Spanish in English-language media mainstreaming their Hispanic marketing. Below a look at how some digital and print media properties are capitalizing on the opportunity.

Mexico Fans“With seven Latin-American countries and the U.S. advancing to the next round of the World Cup, advertiser inquiries from prospective and current advertisers of Hoy’s World Cup opportunities, online and digital are still being received,” says Sandra Alvidrez National Sales Manager, Hoy/LA Times Media Group in Los Angeles. According to Alvidrez, so far, the primary share of World Cup advertising is coming from the spirits/liquor advertisers, primarily within the beer category.  “We are also seeing non-endemic advertisers such as studios, there’s interest in adjacencies to World Cup coverage for the promotion of their upcoming film releases.  It’s also been a hot spot for local advertisers who obviously don’t have the budgets to be an official sponsor of the tournament, but can participate with small sponsorships partnered with content.”

Inquiries from prospective and current advertisers of Hoy’s World Cup opportunities, online and digital are still being received.

Ginger Neal, President & Chief of Strategy at Lion Heart Digital, a multicultural newspaper digital ad network, tells Portada that “many media buyers voiced concerns about ad dollars going away but that is not what we saw.  Our advertisers made their commitments in 2013 and our campaigns didn’t shift based on the outcome. While Mexico being in the finals makes everything more exciting, our publishers and most of their audience are committed either way.” According to Hoy Los Angeles’ Alvidrez, “as Mexico advances, it’s no surprise that more interest is building specifically in the markets that we cover, Los Angeles and Chicago; and current advertisers are extending their current campaigns to coincide with Mexico’s success in the World Cup.”  (The Mexican National Team lost against Netherlands in the second round play-off on June 29). In terms of popular ad-categories Neal asserts that “much like 2010, on a national level most of our clients are committed to branding strategies. Some of the strongest national advertising categories include Telecom, Automotive, Airlines and Financial. ”

Zulema Tijero, Sales Manager at Washington D.C.’s Hispanic newspaper El Tiempo Latino notes that her newspaper published a special 2014 World Cup supplement a few weeks ago. She is now running special sections for 4 extra weeks and selling ads into it. The main source of advertising are local advertisers, lawyers and retail stores & insurance companies. She adds that at a regional & national level, budgets have been cut across the board. “Most or our sales came locally with the exception of McDonald’s.  “Sales were 20% less from 2010,”  Tijero concludes.

National Audience Success: More Attention to Soccer Overall

USA feature FIFA World Cup 2014

Hoy Los Angeles’s Alvidrez cautions that “although, World Cup has always been a global sensation, domestically it’s been a challenge, since other sports take priority. Soccer isn’t always a priority – but with this year’s numbers, it’ll be hard to find a national marketer who won’t want to participate at some level in 2018.”
Alvidrez adds that the U.S. team’s success is driving more attention to the sport overall, drawing a bigger domestic audience, that is much larger than expected, and even more so than the NBA finals or the World Series audiences.”

Soccer isn’t always a priority – but with this year’s numbers, it’ll be hard to find a national marketer who won’t want to participate at some level in 2018.

Differences vs 2010: A shift in Distribution

What are the main differences in Marketing and Media between the 2014 Soccer World Cup in Brazil and the one before (South Africa in 2010) “The shift we did see was in distribution. Most campaigns want to include video, social and mobile as part of the program. As far as overall advertising dollars we saw an uptick with some of the larger brands but for the most part we believe money is being reallocated, “says Lion Heart Digital’s Neal.
To Sandra Alvidrez,  one important change at her property versus 2010 is  having a reporter stationed in Brazil. This allows Hoy to provide readers in print and visitors online with a unique perspective, covering everything from first-hand accounts of how the weather is playing a role in these matches or international fans unscripted feedback on the World Cup overall.”

DOWNLOAD Portada’s 2014 Soccer Marketing Guide in partnership with SOCCER.COM and AC&M Group. (Free, login or free registration required).

What: Hoy Fin de Semana, the weekend home-delivered newspaper published by Tribune’s Hoy in Los Angeles, Chicago and Philadelphia, will now also be distributed within La Bolsa Azul, a polybag that is door-delivered  in Tijuana and Mexicali on the Mexican-U.S. (California) border.
Why it matters:
National Advertising Sales for La Bolsa Azul will now be handled by Hoy Tribune’s National Advertising Sales Team and the Tribune 365 National Solutions Group and no longer by the San Diego Union Tribune. The move adds a 130,000 copies to a new total circulation for Hoy Fin de Semana of 1.4 million. Hoy Fin de Semana is the largest home-delivered weekly publication in the U.S. Hispanic market.

Hispanic NewspapersEffective for the April 11th drop date the editorial wrap Enlace Extra, published by the San Diego Union Tribune, will be replaced by Hoy Fin de Semana with editorial content provided by Hoy’s Editorial team. National and Regional Advertising Sales for La Bolsa Azul will now be handled by Tribune’s Hoy National Advertising Sales Team or Tribune 365  and no longer by the San Diego Union Tribune or representatives of the San Diego Union Tribune such it’s Spanish-language Enlace newspaper.

La Bolsa Azul (The Blue Bag), a home delivery solution for print advertising and direct marketing managed and owned by the Herrero family, claims to be the only licensed household distributor in Baja California. Established in 1991, La Bolsa Azul’s polybag packaging, provides a protective layer for preprint advertising.  It has proven to be a valuable advertising vehicle  that reaches US/Mexico border shoppers. 61% of Mexican nationals who cross the border are on a mission to shop.

We are “soft launching” with a 4 page tab wrap.

Content Strategy

“The Tijuana and Mexicali editions of Hoy Fin de Semana will be the same for now, we are “soft launching” with a 4 page tab wrap, very similar to what they were running before,” John Trainor, Publisher and General Manager of Hoy Chicago tells Portada. He adds that in a few weeks Hoy will escalate the piece to a full editorial product “much like the one we have in our other markets which include content designed for everyone in the family; in-depth enterprise stories of major interest, entertainment, pastime and some locally generated content will be added as well. In Los Angeles and Chicago we have versions by zone and expect to be versioning in a similar fashion in Mexicali and Tijuana in the very near future.”

Trainor notes that Tribune is very excited with this new partnership, “the Reyes family has been perfecting their distribution methodology for the past 23 years and now by combining our effective editorial strategy, Hoy and Tribune’s solid partnerships with national advertising clients combined with La Bolsa Azul’s successful track record; we will be taking this already fabulous product to new heights.”

Home-delivery is welcomed by many retail advertisers who target Hispanics.

Expanded Footprint

Through the agreement with La Bolsa Azul, Hoy Fin de Semana adds a fourth geographical area to its distribution. It already publishes 814,000 in California  (Los Angeles, Orange County and Inland Empire); 335,000 in Chicago. It is also distributed with Tribune owned The Morning Call on Friday’s in Pennsylvania  (Allentown, Reading, Bethlehem and North East Philadelphia areas), and, now in La Bolsa Azul in Mexicali and Tijuana. Hoy Fin de Semana’s content is mostly entertainment ,news and family oriented content. Home-delivery is a feature requested by many retailers targeting Hispanic consumers on weekends.

While most English-language newspapers are retrenching, it is striking how time and time again we get news from Hispanic targeted newspaper publishers who are expanding circulation or even launching new publications. Earlier this week we reported that Freedom is launching  “Unidos en el Sur de California”  with a 300,000 plus circulation. Here three more examples: Hoy’s Los Angeles new weekly Hoy Deportes, CentroTampa and AIM Media Texas’  El Extra  in the Rio Grande Valley.

New sports weekly Hoy Deportes in Los Angeles

Hoy Los Angeles is launching a new weekly newspaper devoted to sports, called Hoy Deportes, Hoy L.A.’s owner, the Los Angeles Times Media Group, announced this week. The publication will also publish digitally with a Web site and mobile channel. The new Spanish-language sports weekly, launched on March 3  covers local, national and international sports, including scores, game reports and athlete profiles. Hoy Deportes, a free publication with a circ. of 90,000 distributed over racks,  will compete with  the Monday edition of La Opinion, a paid product which is sports heavy.  “We know that Monday is a big day for sports and that our community looks for coverage and recap of the weekend sports events-scores etc. Currently there is no print product that delivers a complete all sports package and we are looking at filling that gap.” Roaldo Moran, publisher of Hoy Los Angeles, tells Portada. At Hoy Deportes fútbol (soccer) will be receiving a lot of attention, especially before and during the 2014 World Cup scheduled for June and July. Hoy Los Angeles Editor Alejandro Maciel stated: “Latino-heritage Angelenos rank amongst the world’s most avid sports fans and, with the World Cup about to take to the pitch in Brazil, we felt the time was right to launch Hoy Deportes.”  Eduard Cauich, Editor of Hoy Deportes, wrote in an article addressed to Hoy‘s audience that “during decades there has been talk in Los Angeles about the need of a newspaper focused on sports, because the Hispanic community has shown its passion for sports by supporting teams like the Lakers, Clippers, Dodgers and Angels. ”

 

Tampa Tribune’s CENTRO Tampa   

Hispanic NewspapersCENTRO Tampa, a Hispanic weekly in Tampa Bay published by The Tampa Tribune,  expanded  its circulation to include Hispanic households in Pinellas County on Friday March 7, 2014. This is the second time CENTRO Tampa is expanding its circulation, driven by a high growth rate in the Hispanic population in Tampa Bay. In 2012 CENTRO Tampa added 10,000 copies in Pasco County and the most recent expansion to Pinellas will add 15,000 additional copies. This will bring the total circulation to more than 65,000 copies. Orlando Nieves,general manager of CENTRO Tampa, tells Portada that the added circulation will be a mix between rack and home-delivered circulation.  However, he adds that  “most will be home delivered with racks being concentrated on heavily Hispanic areas like Pinellas Park and Clearwater.” Overall, CENTRO Tampa is 85% home-delivered and 15% rack distributed. While the The Tampa Tribune is CENTRO Tampa’s sister newspaper, CENTRO Tampa is not distributed together with The Tampa Tribune: “All our distribution is concentrated in Hispanic self-identified households and delivered by dedicated carriers,” Nieves says.  The strong home-delivered component in these newspapers is often liked by retail advertisers. “We currently carry inserts for Ashley Furniture, NewsAmerica/Smart Source, Walmart, Red Plum/Valassis, Target, Best Buy, Rooms 2 Go, Bealls, Winn Dixie, HH Gregg, Lowes and Home Depot among others,” Nieves notes. CENTRO Tampa, also has a digital presence at www.centrotampa.com. Since 2005, “we have been the Spanish news site with the most traffic in Tampa Bay. ” ” The site currently is being monetized through a CPM model based on impressions, but we also provide  unique opportunities like corner peels, expanded billboards and pencil dropdowns. We also run video news content from Univision on a revenue share agreement.”  (In 2012 The Tampa Tribune and its associated print and digital products were acquired from Media General by Tampa Media Group, Inc., a new company formed by private equity house Revolution Capital Group.)

El Extra in Rio Grande Valley   

Texas FlagEl Extra a weekly Spanish-language newspaper published by AIM Media Texas has expanded its circulation by more than 75% over the last 18 months. AIM Media Texas also publishes The Brownsville Herald and El Nuevo Heraldo among other publications in the Rio Grande Valley. “Starting in late 2012 and throughout last year we’ve systematically looked at the opportunities in all of our South Texas markets relative to the positive demographic profile of our Rio Grande Valley community.  Hence, we’ve purposely invested new staff and distribution resources into both El Extra, our weekly entertainment  and lifestyle publication and El Nuevo Heraldo, our daily Spanish language news publication.” Frank Escobedo, the recently named new publisher at the Brownsville Herald, tells Portada. “Our three targeted zones for El Extra focus in Cameron and Willacy Counties on Brownsville and Harlingen and surrounding communities and in Hidalgo County on McAllen and Weslaco and surrounding communities.  We’ve increased our distribution in these Counties by over 75% and 100%, respectively, over the past 18 months in response to strong reader and advertiser demand.  We continue to evaluate opportunities to expand our footprint and the penetration and distribution within our tri-county region and beyond in order to benefit both readers and advertisers,” Escobedo adds.

Rio Grande Valley’s Hidalgo, Cameron and Willacy have a combined total population exceeding 1.3 million people of which 1.1-1.2 million are Hispanics and the market continues to grow at a rapid pace.  At 90% Hispanic composition, this makes them  one of the most concentrated areas for Hispanics living in Texas and the US.  Interestingly, 10% of all Hispanics in Texas live in the Rio Grande Valley which in turn comprises only about 1% of the total land area of Texas.  We are also in a unique position with our markets being adjacent to the Mexican border. The areas’ population swells considerably every weekend as shoppers and tourists from Mexico swarm to our local malls and tourist attractions to shop and play.  This bodes well for our local economy.   We intend to continue to serve these markets and produce products that address the needs and expectations of our readers and advertisers alike.

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Newspaper circulation increases? Yes in the Hispanic market!

Analysis: Why are Hispanic newspapers in San Diego and Orange County expanding?

Texas Market profile
Texas: Acculturated Hispanics, Mexicans or Texicans?

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