US Hispanic Consumer & Media Study 2002.

NAHP President, Zeke Montes announced that a 2002 US Hispanic Consumer & Media Study will be released at the annual NAHP convention in Dallas, March 13-16, 2002. The study, which is being conducted by the NAHP in partnership with Belden Associates and MUND Américas, will focus on three areas: a US Hispanic consumer profile, US Hispanic media usage and provide a Census analysis. This unique study will afford subscribers an in-depth look at Hispanic consumer behavior and media usage in the USA. The national study has sampled more than 3,500 US
Hispanics.

Eddie Escobedo, Chairman of the National Hispanic Press Foundation, the not-for-profit arm of the NAHP, stated that he “believes that it is important to fuel such research so that we can have a better understanding of the dynamics between Hispanic consumers and the media. The Hispanic Press Foundation has been responsible for funding Hispanic print readership studies for several years.” He went on to say “our 2002 study is the most ambitious yet.”

Robert J. Armband, NAHP VP of Marketing, organized the study. He stated that, “the goal of the NAHP is to provide quality Hispanic consumer and media research for Corporate America to hang their sombreros on. In doing this, we believe we will validate our industry and thus, build the level of comfort necessary for marketers to utilize Hispanic print more often in the future.”

“The NAHP has gained momentum in the way it has been positioning it’s industry.” Stated Randy Martinez, NAHP Executive Director. He continued, “ Print media has greater penetration into major Hispanic markets than its electronic media counterparts, plus it is often the only Hispanic media in many of the smaller Hispanic markets.” Therefore, the NAHP intends to drive home this message, wrapped in supportive research.”

Highlights of the NAHP 2002 NAHP US Hispanic Consumer & Media Study

Hispanics show a higher level of persistent bilingual media consumption than previously noted:

More than seven out of ten Hispanics in the US report reading daily or weekly newspapers:of these nearly a third read in both Spanish and English (22% of weighted sample) almost a third read in only Spanish (21%) and more than a third only in English (27%).