National Hispanic Newspaper Audit.

Ethnic Print Media Group announced the first national auditing of Hispanic community newspapers in the United States.

This large-scale circulation audit currently includes over 70 Hispanic community newspapers across the United States, with enrollment growing daily. The independent audit is being orchestrated by Ethnic Print Media Group, a national media representation firm which manages a network of 250 Hispanic community newspapers nationwide.

“This takes the Hispanic newspaper industry to a whole new level,” said Gemstone/Ethnic Print Media Group Vice President Trevor Hansen. “We are taking grassroots Hispanic newspapers, the pride of their Hispanic communities, to Madison Avenue standards. The hottest growth market in marketing is the Hispanic niche– and everyone’s jumping in. It’s time to raise the bar. Everyone’s realizing the importance of the Hispanic market and it’s time for the newspaper industry to upgrade its standards and position itself for the growth it deserves. With this nationwide audit, we are answering the call of media buyers, agency executives, publishers and the Hispanic newspaper industry, “ Hansen said. “Ethnic Print Media Group is proud to be the one firm taking the lead and working harder to make positive changes in the marketplace.”

There are 40 million US Hispanics. At 13% of the population, they are the fastest growing and largest ethnicity in the United States. The Association of Hispanic Advertising Agencies (AHAA) recommends that marketers spend 9% of their ad budgets to reach the Hispanic market; advertisers typically spend one-half to one-fourth of that amount, or less.

“This auditing program is a significant investment for us, but we believe in the power of Hispanic media and we know we have an incredible opportunity here, working together with our partners and publishers. We want to offer new resources and new tools for sales, marketing and media professionals,” said Hansen.

Along with circulation audits, the program also includes individual publication readership profiles and an in-depth study of Hispanic newspaper readers across the country, determining demographic information, buying patterns and interests, both in individual communities and nationwide trends.

The Ethnic Print Media Group audit is being conducted by Circulation Verification Council (CVC), an independent auditing firm specializing in niche publications. Audit results are cross-checked through a three step process that include in-depth interviews.

“This is a remarkable achievement,” said CVC President and CEO Tim Bingaman. “Traditionally, Hispanic community newspapers have not regularly participated in audits, and no one has organized a comprehensive national audit to industry standards before. Now the credibility and standardization of circulation audits is coming to niche publications, through Gemstone Communications and Ethnic Print Media Group’s investment. A study of this size and magnitude is a true cross section of the country and its Hispanic audience.”

Impacto USA combo newspaper publisher Fernando Paramo is excited about the audit and what it means for his Los Angles based newspapers. “Before this nationwide audit, advertisers have not had a real handle on who is doing what in the Hispanic newspaper industry, “Paramo said. “The entire Hispanic community will benefit because when you have real audited numbers, you have real credibility and advertisers have a real belief in you. That helps your paper grow to better serve your readers. We want to be positioned for growth with proven documentation. We want to tell the world that this is who we are and this is how much buying power we have. Advertising is a numbers game and the key number is circulation—this audit is the key to gaining credibility. If you don’t have credibility at this time you might as well hang a “closed” sign up on your business, ” Paramo continued. “I commend Ethnic Print Media Group for taking the lead and organizing such an exciting national audit program offering great benefits to local publishers, the Hispanic market and the advertising industry.”

“It’s such an exciting time to be in the Hispanic newspaper industry, it’s been an incredible growth phase,” said Paramo. “The opportunity is here, this is the right step, and finally we will have recognition of the amount of money people should be investing in the Hispanic industry compared to mainstream media. People don’t realize that politically, the Hispanic market is far behind the power curve. But we are way ahead of the spending curve. Hispanic purchasing power is incredibly strong and marketers are just beginning to realize this. Every Hispanic household buys food and clothing, gifts, cars and housing. This is a booming industry still out there for the taking, ” Paramo said.

“Why are we doing this?” asked Hansen, “Because at Gemstone Communications, we believe in the power of the local press. We are committed to community publishers and improving the newspaper industry. We represent a nationwide network of these community newspapers, giving advertisers and agencies one contact, one call and one order access to the Hispanic market. Our papers reach Hispanics in their markets, their medium, their communities and their language,” Hansen said.

Over 70 US Hispanic newspapers are included in the audit, including heavy emphasis in California and Texas, major metropolitan areas such as Los Angeles and New York and some of the hottest growth markets, such as the Carolinas, Missouri and Kansas.

“In an era of expanding media opportunities, community newspapers reach people where they live and how they live. They are much more targeted, interactive and personal than mainstream media. And they build on a long history of loyalty, tradition and support in Hispanic grassroots industries,” said Hansen.

The Hispanic newspaper audit results will be completed by January 2005 and preliminary readership results will be ready for distribution this fall.