Marketers Reaching Out to Spanish-​Language Magazine Readers

Pew Research indicates that 37 million U.S. consumers speak Spanish. Many of these consumers aren’t comfortable reading in another language, especially English. They’re turning to Spanish-​language publications in a big way and that trend is driving advertisers to spend more in this media format.

A new GfK MRI poll studied Spanish-​language speakers’ response to ads in Spanish-​language publications. Consumers are noticing these ads and they’re taking action, especially for specific products.  The researchers first measured recall rates and found that Hispanic consumers, whether they read ads in Spanish or English, are most likely to remember seeing ads for weight-​loss and skincare products.  In the weight-​loss Spanish-​language ad category, the recall rate was 66% compared to 76% for ads in English. For skincare products, 62% of Spanish readers remembered the ads while 82% of English readers did. Researchers also reported that favorable opinions of marketers increased from 20% to 33% when Spanish speakers encountered ads in their native language. Mickey Galin, EVP, GfK MRI Starch Advertising Research says the positive results in the personal care product categories are not surprising because “the Spanish-​language magazines with the most advertising revenue are geared to women or entertainment.”

Marketers in other product categories may want to expand their media mix to include magazines. Regular magazine readers comprise 33% of U.S. adults, and 56% of these audience members are women according to AudienceSCAN.  These consumers over-​index in interest for hobbies such as scrapbooking and sewing and may be open to magazine ads offering deals on related supplies. This audience is also more likely than average to be in the market for new window treatments this year. In the past 30 days, over 30% of magazine readers have taken action as the result of a magazine ad (in print or online).

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.