Reaching Spanish-Language Press. U.S. Hispanic Market Demographic Snapshot Sources: Synovate 2002; Latin American SRC 1999; U.S. Census Bureau; Simmons.

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Presentation transcript:

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 (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 Considerations Hispanic 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 Considerations Building 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 Considerations Editorial 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