Hispanic media continue to ring up major gains in ad revenue and market share, and the magazine industry is a major beneficiary of that trend. According to Media Economics Group, a media research company that tracks 58 titles through its HispanicMagazineMonitor, ad revenue across Hispanic magazines increased 23.7% in 2003 over 2002, while ad pages rose 6.5%.

Hispanic media continue to ring up major gains in ad revenue and market share, and the magazine industry is a major beneficiary of that trend. According to Media Economics Group (MEG), a media research company that tracks 58 tides through its HispanicMagazineMonitor, ad revenue across Hispanic magazines increased 23.7% in 2003 over 2002, while ad pages rose 6.5%.

Time Inc.'s People en Español topped the list in total ad revenue in '03 with $29 million, a 21% jump year over year. Solera Capital's Latina posted a 53% increase in revenue, ranking it second at $18 million. Coming in at third with $12.5 million was Reader's Digest's Selecciones, which grew by 68%. According to the Publishers Information Bureau, overall magazine ad revenue increased 8.6% through November 2003, while ad pages dropped 0.5%.

"The [2000] census showed the huge presence of Hispanics, but ad budgets were in the toilet at that time," points out Lisa Contreras-Torres, vp/director of multicultural media at Carat USA. "Now that the media marketplace is coming back, marketers are looking to grow share, and new eyeballs are in the multicultural consumer."

Since PIB tracks only three Hispanic magazines, Fort Lauderdale, Fla.-based MEG has conducted its own Hispanic magazine and website measurements for two years, according to president Carlos Pelay. MEG counts Meredith Corp., American Media Inc. and six ad agencies as clients.

Though these magazines are growing off small bases that yield high percentage gains, the data confirms that advertisers are paying greater heed to Hispanic tides.

Of the top 10 advertisers in Hispanic tides, Procter & Gamble, General Motors and Ford Motor Co. topped the list, reports the HispanicMagazineMonitor. Growing ad categories include financial services and pharmaceuticals.

Source: Mediaweek (US) / FIPP