Hispanic Business Media Market Report Shows Changes In Our Industry.

The December issue of Hispanic Business magazine features a special Media Market Report, offering an in-depth look at how corporations are trying to reach the growing, and increasingly diverse Hispanic market – and what they are spending to reach it. The report features key articles covering growth trends in the top ten Hispanic designated marketing areas, language preferences in online marketing, stock slumps for publicly traded Spanish-language broadcasters, and changing trends in Hispanic ad spending.

“Diverging Fortunes” reports that Spanish-language ad spending in the top ten Hispanic DMAs (designated marketing areas) slowed in 2005, while smaller markets around the United States expanded. Corporations are shifting their attention to secondary Spanish-language markets that have received less attention in the past. “We’ve had the demographics that we have for many, many years,” says Joanne Crass, advertising director for The Taos News in Taos, New Mexico. “It’s just the realization that, ‘Hey, this is a whole segment of the market that we’re not hitting.’ ”

“Surfing in Two Worlds” focuses on advertising in the vibrant Hispanic Internet marketplace – which is “largely dominated by second- and third- generation Web users.” The Internet Advertising Bureau estimates that corporations spent approximately $100 million on online ads targeting Hispanics in 2005, up 33 percent in 2004. According to a Yahoo! spokesperson, “The objective is to capture the significant numbers of English-dominant or bilingual Hispanic surfers who ‘live in two worlds’…often preferring English for searches they conduct at work, and Spanish or bilingual sites for surfing from home.”

“Conflicting Signals” examines the quandary that the three publicly traded Spanish-language broadcasters are facing in 2005. Univision, Entravision, and Spanish Broadcasting System are faced with a collective market capitalization decline of $1.2 billion, despite increasing revenues. Wall Street’s concern is that corporations are shifting their Hispanic marketing budgets to focus increasingly on Internet ads, rather than broadcasting. “All that growth at Yahoo! and Google comes out of the hide of publishers or broadcasters,” says Kit Spring, research analyst at Stifel, Nicolaus & Co.

The December issue of Hispanic Business also includes articles on regional economic forecasting, top advertisers and ad agencies, outdoor advertising, and Harley-Davidson.