El Nuevo Día reveals research on Orlando’s Hispanic Market.

El Nuevo Día Orlando revealed the key findings of a market research study conducted by the prestigious newspaper research company Clark, Martire and Bartolomeo. The study which was conducted in January and February of 2006 provides insight into the Spanish-dominant and bilingual Orlando Hispanic Community, in regards to usage of media, and consumption of goods and services.

Jaime Segura, General Manager of El Nuevo Día Orlando said, “This study is part of our commitment to help existing and prospective clients better understand consumer trends and media consumption. This information will help us provide our clients with valuable market intelligence and enable us to grow together. We are particularly proud that the study shows that in only two and a half years El Nuevo Día Orlando has become the leading Spanish Language newspaper in Central Florida, reaching 49% of Hispanics just in the past month.”

The study indicates that 67% of target Hispanics in Orlando prefer to communicate in Spanish and consume nearly twice as much media in Spanish than English. Mean hours for Spanish media consumption are 10.6 for TV, 6.7 in radio and 2.1 in the Internet vs. 7.9 hours in TV, 3.1 in radio and 2.4 in the Internet for English media consumption. (No information except for time spend reading ENDO)

The study also revealed that Local news and Health related news are the most important for the community, closely followed by news about Hispanics and news from Latin America or their respective home country. Interest in Employment, Business and Economy was noted by only 6 out of 10 polled, 54% expressed interest in sports and 48% in Fashion and Beauty. These last two categories typically split along gender lines.

Among those polled, 9 in 10 said they relied on television and print as their main source of local Hispanic news. El Nuevo Día Orlando was mentioned as the leading source of local Hispanic news by 23% of those polled followed by Univision 14%, Telemundo 11%, La Prensa 9%, Orlando Sentinel 6% El Sentinel 5%, 3% Radio, 2% Internet.

Among target newspaper readers 49% of those interviewed said they had read El Nuevo Día Orlando in the past month and 34% in the past week. El Nuevo Día Orlando readers spend an average of 36 minutes reading the paper. Half (49%) of El Nuevo Día Orlando readers, read it on a daily basis; 9 out of 10 pay for the newspaper either by home delivery or purchase at convenience stores, supermarkets, drug stores and newspaper dispensers throughout the area. Linda Hernández, Editor of El Nuevo Día commented, “We are very pleased at the level of market penetration that we have achieved in only two and a half years of operation. The fact that our readers are spending more than half an hour reading our paper demonstrates that we are providing content of value to our readers and the community. We are grateful to Orlando’s Hispanic community for their support and confidence. We continue to be strongly committed to work hard and to further strengthen our bond with the consumer.”

The study is based on 505 interviews with Hispanic adults in Orange and Osceola Counties. Interviews were conducted on a random digit-dialing basis among households with Hispanic surnames that were bilingual or preferred to communicate in Spanish.