Hispanic Magazines Post Double-Digit Increases In Ad Revenues In 2003.

Hispanic magazines posted significant increases in ad revenues in 2003 according to preliminary ad spending estimates released by Media Economics Group’s HispanicMagazineMonitor service. Preliminary full-year 2003 estimates show $145,884,954 in estimated ad spending and 11,230 total ad pages for the 58 titles monitored by the service in 2003. On a “same title” basis, estimated ad spending rose by 23.7% while ad pages increased 6.5% from 2002.

With the exception of TV y Novelas (which went from a weekly to bi-weekly frequency in July, 2002) and Vanidades, all of the top 10 titles enjoyed strong growth in both ad pages and estimated ad dollars. The top three magazines: People en Espanol, Latina, and Selecciones posted double-digit increases in both ad revenues as well as ad page counts.

Procter & Gamble was the largest advertiser in Hispanic magazines, spending $11,188,958 in 2003. P&G advertised 45 separate brands across 25 different Hispanic magazines (Crest “WhiteStrips” was its most heavily promoted brand in 2003 and People en Espanol received the largest share of P&G dollars, 20.4%).

Large increases in spending by automotive manufacturers helped to drive the magazines’ gains in pages and dollars. Four automakers – GM, Ford, DaimlerChrylser, and Toyota – were among the top ten advertisers in Hispanic magazines in 2003. Moreover, three of the five advertisers with the biggest dollar increases in spending were auto-makers; GM tops the list with a $4.4 million spending increase in 2003 (to $7,093,081). Other significant auto advertisers in 2003 included: Nissan North America ($1,059,076), American Honda Motor Co. ($836,594), Mazda Motor Corporation ($735,376), Land Rover North America ($665,295), and Volkswagen ($629,109).

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