On the Rise: The Growing Influence of the Hispanic ShopperAlcance Media Group
The Hispanic market is a bright spot in the U.S. grocery shopping landscape. The fastest growing ethnic segment in the U.S. has massive buying power and broad influence that extends well beyond its own ethnic group.
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
Us media history (American Media History)uni of Gujrat
During the 19th century, newspapers began to expand and appear outside the cities of the Eastern United States. From the 1830s onward the penny press began to play a major role in American journalism.
On the Rise: The Growing Influence of the Hispanic ShopperAlcance Media Group
The Hispanic market is a bright spot in the U.S. grocery shopping landscape. The fastest growing ethnic segment in the U.S. has massive buying power and broad influence that extends well beyond its own ethnic group.
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
Us media history (American Media History)uni of Gujrat
During the 19th century, newspapers began to expand and appear outside the cities of the Eastern United States. From the 1830s onward the penny press began to play a major role in American journalism.
Which state sells the most weed, read this https://cannabis.net/blog/news/marijuana-sales-in-america-hit-1.4-billion-over-the-last-90-days-which-state-sold-the-most-weed
American Muslim Market 2011: Business Landscape & Consumer Needs StudyDinarStandard
American Muslim Market 2011: Business Landscape & Consumer Needs Study is a first-of its kind grass-roots market landscape and consumer needs study.
Its provides fact-based insights to equip marketers with, a) the demand profile, satisfaction levels, and expectations of American Muslim consumers, and b) actionable resources and a framework for best engaging with this large, complex market.
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
Slide from webinar to the Learning Skill Group by the Xerox L&D Europe. Highlighting Xerox journey from traditional classroom based traning to to a blended approch of E-Learning, Virtual Classrooms, face to face training and social media.
Which state sells the most weed, read this https://cannabis.net/blog/news/marijuana-sales-in-america-hit-1.4-billion-over-the-last-90-days-which-state-sold-the-most-weed
American Muslim Market 2011: Business Landscape & Consumer Needs StudyDinarStandard
American Muslim Market 2011: Business Landscape & Consumer Needs Study is a first-of its kind grass-roots market landscape and consumer needs study.
Its provides fact-based insights to equip marketers with, a) the demand profile, satisfaction levels, and expectations of American Muslim consumers, and b) actionable resources and a framework for best engaging with this large, complex market.
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
Slide from webinar to the Learning Skill Group by the Xerox L&D Europe. Highlighting Xerox journey from traditional classroom based traning to to a blended approch of E-Learning, Virtual Classrooms, face to face training and social media.
2018 State of Hispanic Homeownership Report by NAHREP GREATER LAS VEGAS Jesse B. Lucero
NAHREP has released its 9th annual State of Hispanic Homeownership Report. In addition to the regular analysis on homeownership trends, this year’s report also includes recommendations on marketing strategy to more effectively reach the Hispanic consumer. Get your copy today!
This SlideShares discusses how to correctly market to Hispanics in the US. In this first section there's information about demographics, statistics and a market overview. This part can help marketers become more informed about this growing demographic.
"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes.
Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans
Portrait Background
Communications & Culture
Connectivity & Culture
Conversation & Culture
Community & Culture
Pride Factor Analysis
It’s a Small World
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. 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
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. 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
19. Lived in US 22 year averageSource: AOL HispancCyberStudy ‘10 Conducted By Cheskin Research, Chart by: Nile Wendorf, EXTRA Bilingual Newspaper, Chicago, IL
20. Print usage approximates Internet usage across all acculturation levels Source: Synovate 2008 Diversity Study Chart by: Nile Wendorf, EXTRA Bilingual Newspaper, Chicago, IL
21. 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
22. 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
24. 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
25. 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
26. 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
27. 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
28. 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
29. The Hidden Reach of Hispanic Newspapers Hispanic newspapers can out reach radio in many markets at a competitive cost
30. 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
31. 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
32. 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
34. Los Angeles Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
36. Dallas Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
38. Washington DC Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
40. 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
41. 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/
44. Miami Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
46. Houston Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
47. San Francisco Sources: Hispanic Population: Nielsen Claritas, Hispanic Circulation: Reported by publications Radio: Arbitron, TV, Nielsen
48. San Francisco Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
50. New York Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
52. Chicago Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
54. Philadelphia Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
56. Milwaukee Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications
58. Seattle Hispanic newspaper distribution in key Hispanic ZIP codes Sources: Hispanic Population: Nielsen Claritas Hispanic Circulation: Reported by publications