Beyond Borders: Spanish-Language Newspapers and Social Media Usage
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Social media usage drives traditional media usage at newspapers throughout the nation. But is that different for Spanish-language newspapers? Just how integrated are the social media sites for Spanish-language newspapers in the United States. This presentation at the Eastern Regional Conference for the National Association of Hispanic and Latino Studies explores this question.
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Beyond Borders: Spanish-Language Newspapers and Social Media Usage
- 1. Beyond Borders: Spanish-Language Newspapers and Social Media Usage National Association of Hispanic and Latino Studies Eastern Regional Conference July 31-August 3, 2014 Dr. Kay L. Colley
- 3. Hispanics and population Graphic from Pew Research Center. Data from U.S. Census Bureau.
- 4. Spanish-language media timeline from Pew Research Center
- 5. State of the news media
- 6. State of the audience
- 7. State of the audience
- 9. Hispanics lead stats in social media usage*** • BIA/Kelsey’s Consumer Commerce Monitor study found that 17.7% of Hispanics surveyed use YouTube for local shopping versus 10.3% of non-Hispanic • ShareThis found that Hispanic consumers are twice as likely to share content or click on shared content, and Hispanic consumers share 5X more often on social media • Hitwise found that Hispanics are more likely to shop online (21% higher) ***http://www.mediapost.com/publications/article/220256/hispanics-lead-stats-in-social-media-usage.html
- 10. Methodology • Observed newspaper websites • Observed Facebook and Twitter for • Usage • Community engagement—defined as likes and comments • Review website to determine staffing patterns
- 11. Newspapers Reviewed El Nuevo Herald of Miami, La Estrella of Fort Worth, Al Dia of Dallas, La Opinion of Los Angeles, Hoy of Los Angeles, Rumbo of Houston, La Voz de Houston, Rumbo de San Antonio, Hoy of Chicago, La Raza of Chicago, El Sentinel Orlando, El Sentinel el Sur de Florida, Centro Tampa, La Voz Arizona, El Diario de El Paso, and La Prensa of Riverside
- 12. R1: Which Spanish-language newspapers, particularly newspapers in the most populated Latino areas, offer content that is different from and English-language affiliate on their websites? El Nuevo Herald Miami Herald Diario La Estrella Fort Worth Star-Telegram Al Dia of DFW Dallas Morning News Hoy of Los Angeles Los Angeles Times La Voz de Houston Houston Chronicle Hoy of Chicago Chicago Tribune El Sentinel Orlando Orlando Sentinel El Sentinel del Sur de la Florida Sun Sentinel CENTRO Tampa Tampa Bay Times La Vox Arizona Arizona Republic
- 13. R2: How is social media usage among these entities similar? R3: How does social media usage among these entities differ? Publication Name Likes El Nuevo Herald of Miami 169,530 Diario La Estrella of Fort Worth 304 Al Dia of Dallas 9630 La Opinion of Los Angeles 183,956 Hoy of Los Angeles 8338 Rumbo de Houston 0 La Voz de Houston 1677 Rumbo de San Antonio 0 Hoy of Chicago 7490 La Raza of Chicago 54,597 El Sentinel Orlando 3912 El Sentinel del Sur de la Florida 881 Centro Tampa 3806 La Voz Arizona 1699 El Diario de El Paso 883
- 14. R2: How is social media usage among these entities similar? R3: How does social media usage among these entities differ? Publication Name Followers Tweets Vid/Phot El Nuevo Herald of Miami 198,000 60,200 1002 Diario La Estrella of Fort Worth 177 2115 35 Al Dia of Dallas 777 7470 149 La Opinion of Los Angeles 24,900 37,900 162 Hoy of Los Angeles 2385 12,700 418 Rumbo de Houston 1266 27,900 29 La Voz de Houston 714 10,800 701 Rumbo de San Antonio 0 0 0 Hoy of Chicago 2033 10,200 595 La Raza of Chicago 2,380 12,800 1 El Sentinel Orlando 614 1804 83 El Sentinel del Sur de la Florida 979 3510 623 Centro Tampa 365 3073 1 La Voz Arizona 931 6179 1352 El Diario de El Paso 213 3858NA
- 16. R5: Which Spanish-language newspapers have staff members who only manage and curate social media? • None
- 29. La Voz de Houston Facebook July 28, 2014
- 32. El Diario de El Paso Facebook July 28, 2014
- 38. Discussion • Spanish-language market for newspapers differs in adoption of social media usage • The top two newspapers from this sample were El Nuevo Herald and La Opinion of Los Angeles, with El Nuevo showing heavy social media usage in both Facebook and Twitter • Belonging to a group may impact your ability to reach a more mobile audience
- 39. Questions??? My contact info: Dr. Kay L. Colley Texas Wesleyan University kcolley@txwes.edu 817-584-4691
Editor's Notes
- This graphic shows some of the growth in Hispanic media from 2000-2012. All media start-ups are not seen in this graphic, nor are changes in frequency. Bear in mind, during this time period the overall English-language media industry in the United States was undergoing massive upheaval through loss of readership and loss of advertising revenue. Newspapers across the country were closing, filing for bankruptcy, being sold for pennies on the dollar, but Hispanic media was a growth area. And why was that?
- The U.S. Hispanic population was growing, and at a rate greater than the general population. But despite this growth, there were a limited number media outlets for this growing population to get news. So where there’s a market, especially in a mature industry such as media, new start-ups will begin. But not all of these new start-ups were successes. About 25 years ago, the average media start-up had a shelf life of five years. In these more volatile media times, that figure has decreased, with some start-ups lasting less than a year.
- If you review our previous graphic, you’ll see that NBC Latino closed in January 2014 after just 16 months. CNN Latino shut down just a month later, just a year after its launch.
- So that last graphic brings back to the Pew Research Center, which does a State of News Media report every year. As you see from this screenshot, the 2014 State of the News Media was the 11th edition of its annual report. What you can’t see from the screenshot is that the previous graphic was part of this report; however, there was no real research into the Hispanic media or Spanish-language media. The last time the Pew Research Center did that was in 2011, when Pew declared that Hispanic media were faring better than mainstream media. In 2011, the Center for Spanish Language Media at the University of North Texas also released its annual report on the State of Spanish-Language Media. That Center no longer exists at UNT, and publication of its flagship journal has moved to Texas Tech University. Since the time those reports were done, much has changed in the way people get news.
- If you’ll notice, this slide is titled “State of the Audience” rather than “State of the News Media.” That’s because the findings of the Pew Center’s latest State of the Media report shows that paying attention to audience trends is key to maintaining thriving and robust news media. General patterns of news consumption so decreases in readership and viewership of legacy media. According to the Pew report, 82% of Americans said they got news on desktops or laptops. 54% said they got news on a mobile device. This report also shows, as does some of my previous research with El Nuevo Herald, most people access online news websites through social media, with Facebook being the primary gateway to the website. So who uses social networking sites? Well if you compare the findings from the Pew Research Center across race, Hispanics and African Americans use Facebook and Twitter more than Caucasians.
- The same is true of Instagram, but not Pinterest. So what does this have to do with news? Social media sites are for being social right? Right. They are, but these sites are also where many people are getting their news and the gateway for most visitors to news websites.
- Pew found that while people might not seek news on social media, the news finds them. And better yet, they click on it. So back to our original question, what does this have to do with Hispanics? Well, if you don’t believe the Pew Research Center’s numbers that show Hispanics are a more social and more mobile demographic than the U.S. population at large, maybe these numbers will convince you.
- So in addition to the Pew Center for Research, big companies have employed marketing research firms that confirm that Hispanic consumers use social media more and are more likely to interact with mobile content. With this expanding and more social media savvy, mobile audience, have the Spanish-language newspapers moved in the direction of the audience? Or are they still focusing on the old formulas? This study seeks to answer these two questions among others.
- Of these newspapers, La Prensa was removed from the group because of a change in ownership, resulting in a changes made during the research period. In the review of Rumbo Houston and Rumbo San Antonio, I was unable to find data for Rumbo San Antonio, and in the review of El Sentinel Orlando and El Sentinel Sur de Florida, they were basically the same website although their social media did differ.
- This graphic shows what Spanish-language media have sister English-language publications. This graphic doesn’t indicate the group impreMedia, which also has several publications.
- In just looking at the numbers from Facebook, you’ll see some similarities, but also huge differences. Clearly, the two with the largest Facebook numbers are La Opinion of Los Angeles and El Nuevo Herald. If Facebook is truly an indicator of usage on these websites, these two websites receive quite a bit of traffic.
- On Twitter, El Nuevo Herald is also clearly the leader in usage and followers. No other Spanish-language newspaper comes close; however, La Voz Arizona does seem to outpace El Nuevo in its uploads of videos and photos.
- Another difference among Spanish-language newspapers can be seen in Hoy Chicago. That’s the inclusion of a box encouraging readers to provide photos video and comments. This box is at the bottom and top of the website. Another difference is that its social media links for Facebook and Twitter were at the bottom of its website rather than the top, which is where most other websites had icons and links to social media.
- So now let’s take a look at screenshots from several of the newspapers in this study. These screenshots will include Facebook and Twitter feeds.
- You’ll notice on LaRaza’s site that it is part of the impreMedia Group. impreMedia uses a template for all of its newspaper websites, so they all appear to be very similar. The same is true for their Facebook and Twitter logos and their placement on the site. If you’re looking at this from a branding perspective, that’s a really good thing. It show brand identity, which is something that impreMedia stresses on its main site—delivering the Hispanic market as a block. But do readers respond to this standardization?
- Again, an impreMedia newspaper website. Similar template with similar elements, including the style of the masthead.
- Any questions?