The State of Spanish-Language Media Today: Que Paso?
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This document summarizes research on Spanish-language media usage today. It finds that Hispanics lead in social media usage, sharing content more often. Current research looks at social media usage at Spanish-language newspapers compared to their English-language counterparts. Preliminary findings show Spanish-language media receives fewer resources, negatively impacting social media usage, though staff at both see social media as important. Barriers between English and Spanish content are breaking down. The presentation discusses these findings with media professionals and takes questions.
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The State of Spanish-Language Media Today: Que Paso?
- 1. The State of Spanish-Language Media Today: Que Paso? College Media Advisers and Associated Collegiate Press Conference October 28-November 1, 2015 Dr. Kay L. Colley
- 2. Hispanics and population Graphic from Pew Research Center. Data from U.S. Census Bureau.
- 3. Spanish-language media timeline from Pew Research Center
- 5. 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
- 6. Previous research, 2014 • Observed newspaper websites • Observed Facebook and Twitter for • Usage • Community engagement—defined as likes and comments • Came up with raw comparisons across social media, no real insight into staffing patterns, resources or training and attitudes
- 7. Current research • Continues looking at social media usage among Spanish-language newspapers and compares to sister English-language newspapers • Continues looking at social media accounts, focusing on Facebook and Twitter • Adds a directed interview component • Supported by a Sam Taylor Fellowship through the United Methodist Higher Education Board
- 8. Preliminary findings • Resources devoted to Spanish-language media are less than at sister English-language publications • Staff members at both publications view social media as integral to their success, but at Spanish-language outlets a lack of resources often negatively impacts social media usage by staffers • Staffers at English-language and Spanish-language media outlets have received training on how to use social media effectively • Barriers between English-language and Spanish- language content are being broken down
- 10. Discussion with our panel • Josefina Casati, @Jcasati, editor in chief Ahora Si! in Austin • Ruben Robledo, @RubenRobledo, executive producer and operations manager, Univision Television Group, Austin
- 11. Questions??? My contact info: Dr. Kay L. Colley @kaycolley kcolley@txwes.edu 817-531-6525
Editor's Notes
- The U.S. Hispanic population continues to grow, and at a rate greater than the general population. But despite this growth, there have been a limited number of 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. So existing newspapers saw a potential new product line and began creating Spanish-language sister publications. Entrepreneurs also started Spanish-language publications to fill an underserved market, and big media companies such as Univision and Telemundo expanded into the United States.
- This graphic from the Pew Center shows the history of Spanish-language media start ups.
- Today, more and more people are getting their news from social media and on mobile platforms. This graphic from Pew shows that while people might not seek news on social media, the news finds them. And better yet, they click on it. So what does this have to do with Hispanics? Well, the Pew Research Center research shows that Hispanics are a more social and more mobile demographic than the U.S. population at large.
- 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? My research has looked at these two questions.
- Presentations of my previous research can be found at my slideshare account, www.slideshare.net/klcolley, but here’s a brief rundown.
- Currently, working on a multi-year study of English-language and Spanish-language sister newspapers and their use of social media. I’ve added an interview component to see how staffers really use social media.
- Here’s what I’ve found so far after reviewing two sites in Texas.
- The defining line between Spanish-language and English-language content is breaking down. You can see that on the Dallas Morning News’ website with its feature on Lucha Libre Dallas, which you can view in Spanish or English. Interviews are also in Spanish and English. You can also see this regarding popular telenovelas where the buzz around those soap operas is in English and Spanish on social media.
- So now, we’re going to move to our panel, who are: Josefina, Casati, editor in chief of Ahora Si! In Austin and Ruben Robledo, executive producer and operations manager at Univision Television Austin. So tell us about your experience in Spanish-language media and what you see for its future. Josefina? Ruben? Then I’m going to ask some specific questions: Do you think the barriers between English and Spanish are beginning to break down in Spanish-language media today? If so, why? Do you think that will continue? Why are Spanish-speakers more active on mobile than the rest of the population? Is this a way for media outlets to reach the audience? Are you trying to move in that direction at Ahora Si! And Univision? How can students today prepare themselves for a career in Spanish-language media? Are there opportunities available? What’s the future?
- Any questions?