Reaching Spanish-Language Press

U.S. Hispanic Market Demographic Snapshot

Sources: Synovate 2002; Latin American SRC 1999; U.S. Census Bureau; Simmons Hispanic Study 2001; U.S. Census Survey of Minority Owned Business Enterprises 1997

Currently 41.5 MM strong and 14% of U.S. By 2020, will be 21%.

4th largest Spanish-speaking country in the world (#2 by 2020).

While natural births are fueling 60% of growth, Latin American immigration will continue to shape our consumer landscape.

Hard working middle-income segment; $630 billion in purchasing power: • Mean household income of $45.7K • 47% earns $50K+

Young demo provides greater opportunities for immediate growth and long-term loyalty:

• 52% are between ages of 18-49 (20 MM) • 26.6 median age vs. 35.8

• Fewer vehicles

• Most publications are weekly

• Tend to have less resources

• Editor is often times also the publisher

• Less saturated:

– Tend to be more interested in basic information

– Straightforward stories work

Planning ConsiderationsHispanic Media Landscape

Key Criteria• Media Advertising / Sponsorship Platform.

– Demonstrates your seriousness.– Important to their business goals. – Media are part of the community.

• Culturally Relevant Programs and Information.

• Giving Back to the Hispanic Community (Philanthropy, Outreach, etc.)

• Personal Relationships with Media and Community Leaders.

Planning ConsiderationsBuilding Hispanic PR Equity (& newsworthiness)

Hispanic Media

Hispanic Consumers

Government Officials

Local Business Owners

Community Organizations

Target Publics Universe

General Market• Credible news angles / stories.

Hispanic Market• First, demonstrating a genuine commitment toward building a

mutually beneficial relationship with the Hispanic community.

• Then, offering credible news angles / stories.

Planning ConsiderationsEditorial Rights of Passage

Strategies/Tips

• Get to know your community. – Pick-up a copy of a bilingual paper, if available.

• Adapt information to be culturally relevant, not just Spanish translation of an English press release.– Focus messages on family and education.

• Build relationships with leaders of the Hispanic community.– Initiate a meet and greet at your library.

• Ask for feedback on programs and initiatives.

Resources

• National Association of Hispanic Publications

• Hispanic PR wire

• Hispanic Market Weekly online

• Marketing y Medios online