Newspapers reach extends deeply into the Hispanic market
Newspapers are uniquely positioned to grow your share
in the Hisp...
National Association of Hispanic Publications — Overview
NAHP is a nonprofit trade advocacy organization
Founded in 1982
R...
Importance of Hispanics
Hispanics – Fastest growing consumer segment
49+ million estimated Hispanic population today
1 in 6 will be Hispanic in 20...
Marketers still under invest in the Hispanic market even though they say it’s important
Only 4% of total marketing spendin...
Changing Media landscape
Hispanics increasingly embrace the Internet as they acculturate
US Dominant – 39%%
Speak English at home
Most media consum...
Print usage approximates Internet usage across all acculturation levels
Source: Synovate 2008 Diversity Study
Chart by:  N...
Hispanics are more influenced by the media than the general market
Hispanics consistently rely on the media to sort out pu...
The Internet increasingly moving towards multi-faceted entertainment content
Source:  Wired, August, 2010
Hispanic print o...
Current state of Hispanic newspapers and why
Hispanic newspaper segment remains stable with minimal impact from the recent economic downturn
In aggregate, the number H...
Hispanic circulation remains flat versus a 17% decline for daily Anglo newspapers over last 5 years
Hispanic newspaper cir...
Hispanic readers are younger than readers of Anglo daily newspapers
57% of the Hispanic newspaper readers are between the ...
Hispanics are highly engaged with their newspapers
Hispanic newspapers enjoy an 86% readership as compared to 48% readersh...
Hispanic newspaper’s readership strengthrooted in its unique role as a community conduit
Focus on the news,  the needs, an...
The Hidden Reach of Hispanic Newspapers
Hispanic newspapers can out reach radio in many markets at a competitive cost
Hispanic newspapers target their distribution to where Hispanics live
Hispanics tend to cluster into relatively well defin...
80% of Hispanics live within 20% to 30% of the ZIP codes within a DMA
Basic pattern is true across broad range of markets
...
Specific examples of Hispanic newspaper’s reach and cost advantage
High Hispanic Population:  Los Angeles (45% Hispanic, 8...
Los Angeles
Los Angeles Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hisp...
Dallas
Dallas Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hispanic ...
Washington DC
Washington DC Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hi...
Newspaper’s has strong reach in all markets and compares favorably to other media
Key Point Summary
Hispanic newspapers are very different from their general market counterparts
Strong circulation trends
...
Contributors
Nile Wendorf
Associate Publisher
nile@extranews.net
www.extranews.net
Greg Anthony
Senior Vice President, Sal...
Appendix – Additional market specifics
Miami
Miami Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hispanic C...
Houston
Houston Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hispanic...
San Francisco
Sources:  Hispanic Population: Nielsen Claritas, Hispanic Circulation: Reported by publications
Radio:  Arbi...
San Francisco Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hi...
New York
New York Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hispani...
Chicago
Chicago Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hispanic...
Philadelphia
Philadelphia Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
His...
Milwaukee
Sources:  Hispanic Population: Nielsen Claritas
Hispanic Circulation: Reported by publications
Milwaukee Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hispan...
Seattle
Seattle Hispanic newspaper distribution in key Hispanic ZIP codes
Sources:  Hispanic Population: Nielsen Claritas
Hispanic...
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Newspapers Extend Reach

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Shows Hispanic newspaper trends, how they reach deep into the Hispanic community, and the role they play in the Hispanic community

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Newspapers Extend Reach

  1. 1. Newspapers reach extends deeply into the Hispanic market Newspapers are uniquely positioned to grow your share in the Hispanic market A copy of this presentation can be found at: www.nahpprocurement.org
  2. 2. National Association of Hispanic Publications — Overview NAHP is a nonprofit trade advocacy organization Founded in 1982 Represents Hispanic publications serving 41 markets with a combined circulation of over 14 million NAHP member publications reach over 50% of the Hispanic households in the United States NAHP furthers the excellence, recognition and usage of Hispanic publications by providing them access to professional development opportunities to better serve and empower our Hispanic communities Alloy Access is the official rep firm of the NAHP
  3. 3. Importance of Hispanics
  4. 4. Hispanics – Fastest growing consumer segment 49+ million estimated Hispanic population today 1 in 6 will be Hispanic in 2010 census 1 in 5 will be Hispanic by 2020 census Hispanic annual income exceeds $700 billion in 2008 Top 20 markets represent 73% of Hispanic total income The Hispanic market is varied New immigrants and US residents across multiple generations Broad range of language usage from Spanish only to predominately English with majority of Hispanics having some fluency with both languages Varied Hispanic culture from 22 different countries with different customs, behaviors, and attitudes
  5. 5. Marketers still under invest in the Hispanic market even though they say it’s important Only 4% of total marketing spending targets Hispanics This underestimates the economic power of the Hispanic market by a factor of 2X to 3X Near term marketing opportunity is to build share by spending at a level closer to segment’s economic value Use of general market media narrows spending gap but doesn’t eliminate it
  6. 6. Changing Media landscape
  7. 7. Hispanics increasingly embrace the Internet as they acculturate US Dominant – 39%% Speak English at home Most media consumption in English US-born Mean age 37 Lived in US 36 year average Hispanic Dominant – 35% Mainly speaks Spanish at home Most media consumption in Spanish Foreign-born Mean age 40 Lived in US 7 year average Bicultural – 26% Speaks both languages at home Most media consumption in English Foreign-born and US-born Mean age 34 Lived in US 22 year average Source: AOL HispancCyberStudy ‘10 Conducted By Cheskin Research, Chart by: Nile Wendorf, EXTRA Bilingual Newspaper, Chicago, IL
  8. 8. Print usage approximates Internet usage across all acculturation levels Source: Synovate 2008 Diversity Study Chart by: Nile Wendorf, EXTRA Bilingual Newspaper, Chicago, IL
  9. 9. Hispanics are more influenced by the media than the general market Hispanics consistently rely on the media to sort out purchase decisions Newspapers significantly out perform radio as a purchase influencer Newspapers are preferred outlet for shaping Hispanic opinions PR Releases New Products Corporate Responsibility
  10. 10. The Internet increasingly moving towards multi-faceted entertainment content Source: Wired, August, 2010 Hispanic print opportunity is to change their content delivery consistent with changes in how their readers want to access news, information, and other content about their communities
  11. 11. Current state of Hispanic newspapers and why
  12. 12. Hispanic newspaper segment remains stable with minimal impact from the recent economic downturn In aggregate, the number Hispanic newspapers has not materially changed over the last 3 years Weekly publications remain the backbone of the industry Dailies are an important factors in the larger markets Hispanic newspaper content is generally available no where else which builds reader loyalty and commitment
  13. 13. Hispanic circulation remains flat versus a 17% decline for daily Anglo newspapers over last 5 years Hispanic newspaper circulation remains stable over the last 4 years Expectation is for a return towards circulation growth as the economy improves Basis for circulation stability is the focused Hispanic content targeting local communities
  14. 14. Hispanic readers are younger than readers of Anglo daily newspapers 57% of the Hispanic newspaper readers are between the ages of 18 and 34 as compared to 19% of the Anglo daily newspaper readers 84% of Hispanic newspaper readers are below the age of 55 as compared to 57% of Anglo daily newspaper readers
  15. 15. Hispanics are highly engaged with their newspapers Hispanic newspapers enjoy an 86% readership as compared to 48% readership of Anglo daily newspapers Hispanics are also regular readers and spend a significant amount of time with their Hispanic newspaper of choice Source: 2008 National Hispanic Readership Study, Alloy Access, New York, NY Graphic by: Nile Wendorf, Extra Bilingual Community Newspaper, Chicago, IL Source: NAA, Scarborough Research, Top 50 markets, 2007
  16. 16. Hispanic newspaper’s readership strengthrooted in its unique role as a community conduit Focus on the news, the needs, and the aspirations of the Hispanic community Acts as the primary funnel to engage the community Advertiser’s benefit from deep reader involvement to build grass root support for their products and services “Minority newspapers are an inseparable part of the local community. They deliver what no mass medium can: news that is specifically geared to the needs and concerns of individual minority communities.” — IPSOS Hispanic Presentation, May 2007
  17. 17. The Hidden Reach of Hispanic Newspapers Hispanic newspapers can out reach radio in many markets at a competitive cost
  18. 18. Hispanic newspapers target their distribution to where Hispanics live Hispanics tend to cluster into relatively well defined communities Pattern true for newer and well-established markets Hispanic newspapers leverage this pattern by aligning their distribution into those same areas Hispanic newspaper’s competitive advantage is its ability to Target content to local neighborhoods Efficiently target advertising to those areas where Hispanics predominately live Leverage business relationships since many Hispanic newspapers are locally owned by people that live in these communities Advertisers benefit from a deep reach at a competitive CPM that builds the economic strength of Hispanic neighborhoods
  19. 19. 80% of Hispanics live within 20% to 30% of the ZIP codes within a DMA Basic pattern is true across broad range of markets Even in markets with large Hispanic populations, this pattern of geographic concentration exists Hispanic newspapers target their content and advertising to those areas that connect Hispanics to their communities
  20. 20. Specific examples of Hispanic newspaper’s reach and cost advantage High Hispanic Population: Los Angeles (45% Hispanic, 80% of Hispanics live in 45% of all ZIP codes) Buying 16 newspapers reach 61.5% of the population at a weekly cost of $78,730 versus buying 4 radio stations reaching 60.9% of the population at a weekly cost of $68,074. Mid Hispanic Population: Dallas (26% Hispanic, 80% of Hispanics live in 28% of the of all ZIP codes) Buying 8 newspapers reach 74.8% of Hispanics at a weekly cost of $34,261 versus buying 4 radio stations reaching 51.7% of all Hispanics at a weekly cost of $24,325 Low Hispanic Population: Washington DC (11% Hispanic, 80% of Hispanics live in 21% of all ZIP codes Buying 4 newspapers reach 67% of Hispanics at a weekly cost of $13,153 versus buying 4 radio stations reaching 39% of all Hispanics at a weekly cost of $22,105
  21. 21. Los Angeles
  22. 22. Los Angeles Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  23. 23. Dallas
  24. 24. Dallas Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  25. 25. Washington DC
  26. 26. Washington DC Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  27. 27. Newspaper’s has strong reach in all markets and compares favorably to other media
  28. 28. Key Point Summary Hispanic newspapers are very different from their general market counterparts Strong circulation trends Young engaged reader A unique relationship with their readers drives the strength of Hispanic newspapers Exclusive local content Bond of trust around news, shopping, and information Hispanic newspapers reach deep into the market ZIP code distribution places Hispanic newspapers where they do the most good Superior reach to radio with a visual platform Very competitive CPM Lower absolute cost than local radio and TV
  29. 29. Contributors Nile Wendorf Associate Publisher nile@extranews.net www.extranews.net Greg Anthony Senior Vice President, Sales ganthony@alloymarketing.comwww.alloymarketing.com A copy of this presentation can be found at: www.nahpprocurement.org Data Sources Editor and Publisher www.editorandpublisher.com Latino Print Network www.latinoprintnetwork.com Synovate www.synovate.com Readership Institute www.readership.org Information Resources, Inc www.infores.com Center for Hispanic Marketing Communication http://hmc.comm.fsu.edu/
  30. 30. Appendix – Additional market specifics
  31. 31. Miami
  32. 32. Miami Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  33. 33. Houston
  34. 34. Houston Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  35. 35. San Francisco Sources: Hispanic Population: Nielsen Claritas, Hispanic Circulation: Reported by publications Radio: Arbitron, TV, Nielsen
  36. 36. San Francisco Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  37. 37. New York
  38. 38. New York Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  39. 39. Chicago
  40. 40. Chicago Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  41. 41. Philadelphia
  42. 42. Philadelphia Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  43. 43. Milwaukee Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  44. 44. Milwaukee Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
  45. 45. Seattle
  46. 46. Seattle Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
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