A 360 Degree Perspective Of The Newspaper Reader.
September 11, 2005
Newspaper representation firm Ethnic Print Media Group, and market research firm International Demographics, Inc., publishers of The Media Audit, today announced the completion of the first annual Hispanic Newspaper Report.
This first annual report is a twelve-month study of Hispanic consumer trends, and the readership of Hispanic newspapers. Through phone surveys with readers from a mix of 7of the top Hispanic newspapers in key geographic markets, researchers evaluated demographics and spending patterns on more than 500 consumer buying points. A few of the publications included in this proprietary study include: La Opinion (Los Angeles), El Diario la Prensa (New York), and La Voz del Pueblo (Phoenix).
According to Trevor Hansen, Vice President of Ethnic Print Media Group, “To say that we, our agency, and client partners are excited is an understatement. I don’t believe at any other point in Hispanic newspaper history has such an in-depth exhaustive study been orchestrated. Today, we can offer insight into buying and consumer patterns that are unprecedented: what percentage of readers drank 7-Up last week; what are the rankings of shopping trips taken between various retailers; who is flying which airline; the list goes on and on, covering over 500 points of data.”
Hispanic purchasing power in the US has surged to nearly $700 billion, and is projected to reach over $1 trillion by 2010. As marketers continue to increasingly drive culturally-relevant and on-target messaging to the Hispanic consumer, data and intelligence will be critical.
“At Ethnic Print Media Group, we stand behind the power of print, and the reach and influence Hispanic newspapers provide. Our data now shows that powerful discretionary spending ability that the Hispanic newspaper readership brings to the market – and in a more granular perspective, our data provides client category specific insight into competitive market share and consumer-planned purchasing trends,” said Hansen.
Hansen further explained, “For advertisers and agencies interested in growing their market share, Hispanic newspapers delivers a strong and growing buying audience. This study shows how and why the Hispanic newspaper readership is so powerful, and why it cannot be overlooked. Ethnic Print Media Group is the only media representation firm delivering new tools and certified data to help advertisers make informed decisions. We offer agencies one contact, one call, and one order access to the print media serving the Hispanic community.”
From within the new EthnicPrintMedia.com website, Premier Clients will have access to downloadable research reports taking full perspective looks at individual business categories, and analyzing that data in coordination with competitive spending reports.
“Although the first annual study has just been completed, with agency input, we are strategically adding 7 additional newspapers for the coming report. We are definitely looking forward to the evolution of this study, as we add key top Hispanic newspapers and markets into the mix” said Hansen.