The print opportunity in the Hispanic market

06 Aug 2003|Felipe Korzenny

Hispanic print constitutes an up-and-coming set of media in the United States. Print media has been underdeveloped because of two key reasons: 1. Poor distribution; and 2. Lack of availability of relevant content. Other obstacles to development of print media have included low literacy levels in some strata. Illiteracy, however, has been subsiding and that is why now the opportunity arises for those who can provide the content and distribute it widely. Now there are many examples of successful print media in the US Hispanic market. La Opinion, El Nuevo Herald, and El Diario La Prensa are examples of success in the category of dailies. Examples of successful magazines are Healthy Kids en Español, Ser Padres, People en Español, Latina, and Selecciones del Reader’s Digest. All these are magazines that have listened to the consumer and have created and reinforced the content Hispanics appreciate.

Hispanics are catching up with non-Hispanics in their time of exposure to newspapers. According to the 2002 People en Español HOT study (conducted by Cheskin), Hispanics who read newspapers spend 4.1 hours per week reading them compared with 4.78 hours by non-Hispanics. In the case of Hispanic magazine readers they are already reporting they spend more time with magazines than their non-Hispanic counterparts (3.9 vs. 3.5 hours per week). So, once Hispanics acquire the taste for a medium they become relatively assiduous.

Still, on the other hand, the proportion of Hispanic magazine and newspaper readers is still inferior to non-Hispanics. Fourty five percent of Hispanics read newspapers compared with 85% of non-Hispanics. And 39% of Hispanics read magazines compared with 77% of non-Hispanics. But here is precisely where the media opportunity appears to reside. Since there is so much room for growth and so much need for information in the Hispanic market, marketers who cultivate the reading habits of Hispanics are likely to reap important profits.

The 2002 People en Español HOT Study uses a representative random sample of 4000 Hispanics and 2000 non-Hispanics, 18 years of age or older, interviewed by phone.

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