Hispanic Newspaper Audit Complete.
September 12, 2005
Ethnic Print Media Group announced that they, together with CVC (Circulation Verification Council), have officially completed the first ever comprehensive national auditing of Hispanic community newspapers in the United States.
A national readership study was conducted, covering over 65 Hispanic-owned newspapers from over 16 states. More than 13,000 telephone interviews were performed, producing a wealth of information about not only the demographics of the readers (age, income, gender, etc), but also strong qualitative measurement of future purchasing plans, and interest levels in target categories including: insurance, healthcare, wireless phone services and others.
“As a leader in the representation of Hispanic newspapers, we consistently heard the message from both advertising agencies and clients alike: auditing is necessary and vital to ensure Hispanic newspapers are considered, and ultimately included in the media mix. Working with the CVC, we have effectively processed over 65 Hispanic newspapers through the audit process,” said Trevor Hansen, Vice President of Ethnic Print Media Group.
The Ethnic Print Media Group Auditing Initiative is an annual program designed to bring the statistical and demographic information, and presentation tools from an audit to not only the Ethnic Print Media Group team, its clients, and agencies, but also to the local publishers. The ultimate goal is to help increase the credibility, presentation strength, and overall future for Hispanic newspapers, from both a national and local advertising level. While Ethnic Print Media Group pre-funds all auditing for the newspapers, corporate sponsorships are available. The sponsors, in turn, receive ad space and editorial acknowledgement for their support of the Hispanic press.
“On behalf of El Latino, San Diego, I express my personal gratitude, and commend Ethnic Print Media Group for its foresight to sponsor audits for many of us with Hispanic publications in various markets within the United States. As an organization, the demonstrated dedication of Ethnic Print Media Group is evidence of its commitment to the pursuit of growth of Hispanic media and to the ultimate success of all of us as Hispanic publishers” said Ramiro Ray Guerrero, of El Latino, after his paper participated in the study.
According to Tim Bingaman, President of the CVC (Circulation Verification Council), “The CVC circulation audit and readership study proves that the Hispanic market is much harder to reach through traditional media than previously thought. With only 14% of readers subscribing to daily newspapers, and over 64% responding, the local Hispanic newspaper is their only or primary news source. These niche publications deliver an audience unmatched by traditional media.”