NAHP Circulation Audits Are Key In Development of Hispanic Industry.

Responding to a recent scandal involving a Spanish-language newspaper published by the Tribune Company, board members of the National Association of Hispanic Publications, Inc. said the incident “only proves that Hispanic print in the United States must abide by the same current rules regulating the general market newspapers.”

“We can’t afford to break or even bend those rules which determine legitimacy in the market place among newspapers in general and, at the end, determines our business viability,” said Hernán Guaracao, president of NAHP, Inc.

Tribune Co.’s daily Spanish-language Hoy, with editions in New York, Chicago and Los Angeles, has recently admitted to inflating its circulation figures by as much as 19 percent last year. The case is the subject of a lawsuit involving advertisers who seek to restitute the monies paid based on false circulation figures.

“I am sure that Hoy, which is an associate member of NAHP, Inc., will follow the same rules most of our members practice,” said Guaracao. “Hoy and the Tribune Co. cannot neglect their responsibility of setting a good example.”

Hispanic print must first abide by accurately and honestly reporting circulation numbers via a reputable third-party verification system, and also, must strive to increase the credibility of editorial products via quality and serious editorial content, indicated Guaracao.

“The stage is now set for Spanish-language newspapers to fully reap the fruits of the Hispanic market. Our newspapers have finally shown that they are adopting the standards of the general newspaper industry,” he said.

For the past year, the NAHP Foundation has engaged many Hispanic publishers into getting their publications audited through the “Audit Means Money,” a free circulation program that encourages minority publishers to improve their business practices through circulation audits. Each year the Auditing Bureau Council, Circulation Verification Council, Verified Audit Circulation and Certified Audit of Circulations and other circulation interested companies have been regular participants at the NAHP Foundation’s workshops and seminars.

The program’s ultimate goal is to improve professional development of small minority businesses, said Eddie Escobedo, Sr., Chairman of NAHP Foundation.

Tom Oliver, CEO and executive director of the NAHP Foundation, said although it is tragic that some news dailies misstated their figures, it simply underscores the critical role that newspaper auditing plays in the industry.