Hispanics make up about 15% of the U.S. population. To reach these consumers, marketers typically allocate a portion of the media budget to Hispanic magazines. While these ad budgets dropped during the recession, industry analysts predict that marketing in Hispanic magazines is coming back in a big way this year.
HispanicMagazineMonitor, a service of Media Economics Group, reports that marketers spent over $51 million on Hispanic magazine marketing during the first 4 months of 2011. Magazine titles which commanded the most ad pages include People en Espanol, TV Notas, and TV y Novelas. Large consumer products companies account for most of this advertising. Procter & Gamble is the industry leader, spending $12 million between January and April. Companies which have increased their marketing the most in this sector are Mars, Inc., Disney, and Church & Dwight (a household products concern).
Looking ahead, personal care product marketers are expected to lead the way in Hispanic magazine marketing. Chanel is promoting its Rouge Coco Shine and Garnier Nutrisse is trying to expand the market for Ultra Color. In the insurance industry, BlueCross BlueShield Association is marketing its Ask Blue program. And food and beverage operators are also targeting Hispanics. Morton Salt’s Season-All and Nestle Nescafe Clasico Decaf are making appearances on Hispanic magazine pages.
Analysts at the Media Economics Group note that ad spending in this segment has increased 24.8% so far in 2011 and continues to have a strong outlook for the rest of 2011.[Source: Hispanic Magazine Ad Spending Bouncing Back. Blog.media-economics.com. 23 May. 2011. Web. 9 Jun. 2011